Internal Linking

Internal linking is important for both user experience and search engine crawlers, to help them find relevant and important pages. Our Hangout Notes for internal linking cover queries including; the importance of internal linking, how anchor text is used as a ranking signal and how Google handles internally linked parameter URLs for indexing.

Google Will Ignore Links on Noindexed Pages Over Time

March 17, 2020 Source

If pages are noindex, Google will ignore those links over time. If you have pages which are only linked from noindex pages then Google may not see the linked pages as important.

Repeated Links to the Same Page Will be Ignored

February 21, 2020 Source

Multiple repeated links to the same page won’t be seen as spammy, and it won’t change anything.

It’s Important to Have a Clear Heirarchy of Internal Links on a Site

February 7, 2020 Source

Internal linking is the best way for Google to understand the context of individual pages on a site, and the number of clicks to a page from the homepage helps them to understand how it fits in. However, having a clear hierarchy of pages further helps Google to understand which parts of the site belong together, and once this is in place the absolute number of clicks is less critical.

It is Not Recommended to Link Internally to Cached Versions of URLs

January 31, 2020 Source

Generating a website structure by pointing internal links to the cache URL is generally bad practice, as the URLs can change overtime and a lot of the caches are blocked by robots.txt. In this case, John recommends keeping internal links within your site, particularly for crawling and indexing purposes.

No Need to Remove Internal Links on Non Canonical Pages as Google is Able to Figure Out Connections

January 24, 2020 Source

Google sees links from a canonical page to a canonicalised page, and sometimes there can be multiple internal links that are associated with each. In this case, Google will combine all of the signals and keep them with each page, but is able to understand the connection between the canonical and canonicalised pages.

Links Within PDF Files Do Not Provide Any SEO Advantages but are Valuable for Usability

January 24, 2020 Source

From a usability point of view, John recommends including a link back to your website within PDF documents, as they can make it easier to visit your site. However, as there is no way to let Google know about the link, it is likely they will be viewed as ‘text links’, which are similar to nofollow links where they would not forward any signals through them.

Jump Links Are Used to Further Understand Page Structure Not Pass PageRank

January 10, 2020 Source

Jump links, where you link from one part of a page to another part of that same page, are not something that Google will use to pass signals such as PageRank. Instead, they are used to further understand the structure of the page and can be shown in search results to link to a particularly relevant part of the page for a user’s query.

Automatically Created Links on a Webpage Will Not be Seen as Spam by Google

January 10, 2020 Source

Automatically created links within the text of a page, for example links to tag pages, will not be seen as spam by Google. John doesn’t see any problems occurring from this as it’s a set up of internal linking that many sites implement.

Use Crawlers to Detect Internal Links to Redirecting URLs After Migration

December 13, 2019 Source

Use crawlers like DeepCrawl to detect internal links pointing to a redirecting URL after a migration.

Related Topics

Backlinks Anchor Text External Linking Disavow Deep App Links