etravel 2016 presentatie jesse james woods kayak
TRANSCRIPT
How to Boost SEO Through Internal Linking
Tips & Best Practices
Jesse, SEO Analyst at KAYAK | @jessejameswoods
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Presentation agenda
1. What is SEO?
2. What is internal linking and why is it important?
3. How do we treat internal links at KAYAK?
4. 10 internal linking tips to improve your SEO
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SEO stands for “search engine
optimization.” It is the process of
getting traffic from the “free,”
“organic,” “editorial” or “natural”
search results on search engines.
image via oraiko.com
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We do NOT mean when
another website links to
your website
Your siteExternal site
External site External site
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An internal link connects
one page of a website to a
different page on the same
site.
Homepage
Category 1 Category
2
Category 3
Subpage
Subpage
Subpage
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Homepage
Category 1 Category
2
Category 3
Subpage
Subpage
Subpage
Is there a logical order to it?
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Or does it look like a plate of spaghetti?
Homepage
Category 1 Categor
y 2
Category 3Subpage
SubpageSubpage
image credit: rebloggy.com
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3 Internal links help your users navigate back and forth easier between pages, sections and categories on your site
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Homepage
Vertical (A) Vertical (B) Vertical (C)
Worldwide (A)
Basic structure of our website
Continent (A1)
City (A1)
Country (A1)
Detail page (A1)
Worldwide (B)
Continent (B1)
City (B1)
Country (B1)
Detail page (B1)
Worldwide (C)
Continent (C1)
City (C1)
Country (C1)
Detail page (C1)
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Challenge: How do we keep link juice/ranking power from being distributed too thin across these pages?
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Solution: We link directly to our top destination pages
from our front pages and use a linking structure that makes all of our content easily accessible
for users and search engines
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3 For each destination we use breadcrumbs to link to higher and deeper level pages in each vertical
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6 We try to link each page as close as possible to the front pages of our site
3 steps from Flights frontpage to the Amsterdam Flights page
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7 On each page we try to minimize the number of pages we link to so that we are only linking to the most relevant pages.
all hotels near Anne Frank house all hotels near Centrumx x✓
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7 On each page we try to minimize the number of pages we link to so that we are only linking to the most relevant pages.
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4. 10 internal linking tips to improve your SEO
1 Group your pages into vertical specific categories
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2 Link to each vertical from your front pages
For each destination, crosslink your vertical pages
4 Use breadcrumbs to link between higher and deeper level pages on each vertical
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5 Link to your best monetizing pages from the front pages of your site
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6 Link each page as close as possible to the front pages of your site
On each page try to minimize the number of pages you link to by only linking to the most relevant pages
8 Use anchor texts for your internal links
4. 10 internal linking tips to improve your SEO
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9 Make sure your links are crawlable and that the pages they link to are indexable by search engines
10 Do a quarterly audit of your internal linking structure to keep it well-maintained● Link auditing tools to check out:
○ Google Search Console○ Screaming Frog○ Xenu's Link Sleuth○ Open Site Explorer
4. 10 internal linking tips to improve your SEO
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Let's talk more about SEO sometime
@jessejameswoods
linkedin.com/in/jessejameswoods
Jesse James Woods
SEO Analyst