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What Does "Better Linked Internally Actually Mean?

         

Planet13

6:36 am on Feb 14, 2011 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month



Hi there, Everyone:

Google employee Maile Ohye says:

"It can be beneficial to make sure for the pages we want to rank - that it's well linked from within my own site and my homepage. To help users and search engines better find my Android page [the page she wants to rank well], I'll make it better linked internally and within fewer links from my homepage."

See the 7:38 mark of this video:
[youtube.com...]

What I am trying to figure out here is:

What does "better linked internally" mean exactly?

Say you have an e-commerce site selling Japanese Silk Widgets. Because they are a product in a category, they are two clicks away from the home page (Home -> Category Page -> Product Page).

Aside from linking directly to that product page from the homepage, Would you:

1) Link to them from several different categories? (e.g., Best Selling Widgets, Silk Widgets, Japanese Widgets, Widgets Under $50)?

2) Link to them directly from a global footer or global header?

3) Link to them using in content text from only closely related products?

4) Slap noindex tags on pages for other products / categories that you sell, but don't rank well at all, and that you won't have the time or resources to try to get to rank well?

5) Something else?

Thanks in advance for your suggestions.

nuthin

7:37 am on Feb 14, 2011 (gmt 0)

10+ Year Member Top Contributors Of The Month



I would link it from the home page if your site architecture allows you too. Otherwise also from a dynamically generated sitemap page along with it's normal hierarchical location in the navigation/category tree structure.

If I was to go a bit more extreme if it's needed, I would also hook up some external anchor text links from some quality resources to point directly to that page. (But that's external links, not really what you are asking about.. just letting you know the course of action if you wanted that page to be ranking in a competitive area, you may need a few external ones).

TheMadScientist

8:08 am on Feb 14, 2011 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month



1) Link to them from several different categories? (e.g., Best Selling Widgets, Silk Widgets, Japanese Widgets, Widgets Under $50)?

Yes, definitely... Users might really like finding 'other categorical items' so I wouldn't do this only for rankings, but definitely for users and 'findability' of things on the site.

2) Link to them directly from a global footer or global header?

Definitely not... I would consider linking the pages above or 'key index pages' which link to the specific page like you're talking about in the header or footer, but not a single page.

3) Link to them using in content text from only closely related products?

Definitely... But not 'only' from those pages.
From only closely related products, rather than all products or loosely related products, yes.

Only from closely related products as opposed to closely related products, an index page, a 'popular items under $50' page, a sitemap page (as suggested above), no... I would definitely link from more than only the related products pages, but not from the loosely or unrelated products page(s).

4) Slap noindex tags on pages for other products / categories that you sell, but don't rank well at all, and that you won't have the time or resources to try to get to rank well?

Won't do you any good... Put less links to them and more links to the category / page you want to rank.

EG if you have 10 links to each category page now, remove 5 from the 'doesn't sell' page and link to the 'sells but doesn't rank well enough' page. You'll get more bang for your buck... Noindexing won't do anything near the same.

5) Something else?

Sure, but I don't have the patience to type all the stuff I might or might not try out... Basically: More links to the more important pages; Less links to the less important pages... This tells G and other SEs exactly what they need to know... More links = More important. If they're all linked about the same they're all of about the same importance.

tedster

1:05 pm on Feb 14, 2011 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



This tells G and other SEs exactly what they need to know.

Yes - and the "less links to less important pages" part is exactly why massive dropdown navigation is a bad idea. No signals of relative importance are there. As John Lennon once remarked, "if everything is white, then nothing is white."

pageoneresults

1:27 pm on Feb 14, 2011 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month



1) Link to them from several different categories? (e.g., Best Selling Widgets, Silk Widgets, Japanese Widgets, Widgets Under $50)?


Absolutely. Think of your upper level categories as being equal to your home page.

2) Link to them directly from a global footer or global header?


No.

3) Link to them using in content text from only closely related products?


Yes. For example, "Related Products" - this helps to spread the love usually in a horizontal fashion if products are cross linked within their own category.

4) Slap noindex tags on pages for other products / categories that you sell, but don't rank well at all, and that you won't have the time or resources to try to get to rank well?


If you don't have the site equity to support those categories, you could do that. But, most of the time that is not the case unless it is a new site.

5) Something else?


All new products need to go through a process. They should first appear in a top level category, possibly a What's New section for that category. They should remain there for a period of time after which there should have been enough crawling, juicing, to "seat" that document. Repeat and rinse.

Treating your categories as stand alone sites is probably one of the better ways to think about this. Internal linking plays a very important role in all of this. You need to be frugal with the number of links in any given area. Specific areas are where the majority of the juice flows, those need to be focused on.

Links that are in headers and footers may not have the weight they should have due to their repetition. But, if you have headers and footers that are dynamic and specific to each section, then you may be able to finagle something. ;)

Personally? I like to segment categories as much as I can. I try my best to make sure there isn't too much disconnect with the navigation menus. We typically serve menus dynamically based on the category. The header menu may change, the left menu definitely changes (if applicable) and the footer may change.

The goal is to make those categories independent and not too reliant on the root. They should stand on their own. The root is the front door (Storefront). You want your best at the front, and then you want to make sure once inside, that visitors are directed to your best (first) in all parts of the store (Aisle Presentation). Products that sell the most, get the most shelf visibility. Products that don't, get spacing on a shelf towards the back of the store. Every now and then, those products end up on Sale (Clearance or Sale Category). They remain there for a little while, enough to get juiced, then you put them back. Rinse and repeat.

This process applies whether you have 100 products or 1,000,000+. That "horizontal plane" becomes much wider as the number of products increases. The pyramid becomes fatter. Within the big pyramid, are smaller pyramids. Some are even upside down with the document at the tip of the pyramid (at bottom) being juiced heavily. Follow me?

Let's not forget about host names either. ;)

Planet13

7:16 pm on Feb 14, 2011 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month



@pageoneresults

Treating your categories as stand alone sites is probably one of the better ways to think about this. Internal linking plays a very important role in all of this. You need to be frugal with the number of links in any given area. Specific areas are where the majority of the juice flows, those need to be focused on.


Thanks for the info. however, that sort of makes me hesitant to start adding the products to several different categories. I think that adding the Japanese Silk Widget to a "Best Sellers" category, or a "Great Gifts For Her" category might then start to break that pyramid.

Planet13

7:18 pm on Feb 14, 2011 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month



But, if you have headers and footers that are dynamic and specific to each section, then you may be able to finagle something. ;)


I think I might be able to have a "Best Sellers In THIS Category" widget, which would list the top items on a per category basis. I guess that might be similar to a "Related Products" link.