The Linking Mystery
Posted 01-14-2009 at 01:08 AM by Debbie Songster
Tags linking
In a recent issue of Search Engine Marketing, Chris Boggs writes an article about internal linking.
In the article he describes an example of the power of internal linking.
He describes an excellent example of the value of internal linking by using the search term "insert printing".
Its a phrase related to newspaper insert advertising.
Apparently in 2005 the G3 Group optimized a page specifically to perform for this term. This term may have a dozen or more websites competing for it in paid search positioning. These site are also competing for this term within organic listings.
Since 2005, the G3 page has ranked number one in the organic listings for the term "insert printing".
Boggs goes on to explain that there are no external inbound links of value to the page.
Instead, there is an internal navigation link using the anchor text "insert printing" as well as one additional link using the same anchor text within the content on printing on the G3 Group site.
The mystery? How can this page maintain top ranking for more than 2 years for a very competitive term all the while having "poor" external links.
Bogg's explains that their success is due to internal links and relative value of the page which is strong enough to survive in the top position coupled with a brilliant design and skilled coding.
Moral of the story? Don't forget about internal linking. Lets face it, its simple and cheap.
Speaking of skilled coding, there are types of internal linking that is considered "black hat".
For a great article on what NOT to do. Check out Google's own Matt Cutts blog and article on Hidden Links
In the article he describes an example of the power of internal linking.
He describes an excellent example of the value of internal linking by using the search term "insert printing".
Its a phrase related to newspaper insert advertising.
Apparently in 2005 the G3 Group optimized a page specifically to perform for this term. This term may have a dozen or more websites competing for it in paid search positioning. These site are also competing for this term within organic listings.
Since 2005, the G3 page has ranked number one in the organic listings for the term "insert printing".
Boggs goes on to explain that there are no external inbound links of value to the page.
Instead, there is an internal navigation link using the anchor text "insert printing" as well as one additional link using the same anchor text within the content on printing on the G3 Group site.
The mystery? How can this page maintain top ranking for more than 2 years for a very competitive term all the while having "poor" external links.
Bogg's explains that their success is due to internal links and relative value of the page which is strong enough to survive in the top position coupled with a brilliant design and skilled coding.
Moral of the story? Don't forget about internal linking. Lets face it, its simple and cheap.
Speaking of skilled coding, there are types of internal linking that is considered "black hat".
For a great article on what NOT to do. Check out Google's own Matt Cutts blog and article on Hidden Links
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