Backlinks are often considered the holy grail of ranking factors. However, there’s a powerful technique that’s often overlooked: internal linking. This strategy has a 100% success rate when implemented correctly and can significantly boost your organic traffic. In this article, we’ll explore the “middleman method” of internal linking and reveal the three key ingredients that make this strategy work.
Understanding the Middleman Method
The middleman method is a simple yet effective internal linking technique. It involves building authority to a specific page through numerous links and then using that authoritative page to link to your “money pages” – the pages you want to rank higher in Google search results. This method effectively passes on the accumulated authority, boosting the rankings of your target pages.
The Three Key Ingredients for Successful Internal Linking
1. Backlinks to the Linking Page
The first crucial ingredient is backlinks to the page you’re using as your “middleman.” Backlinks are the fuel that powers a page’s authority, officially known as PageRank. When a page has quality backlinks, it can pass a portion of its PageRank to the URLs it links to. Without sufficient authority, the linking page won’t be able to boost the rankings of your target pages effectively.
2. Matching Searcher Intent
The second requirement is ensuring that the linked page matches searcher intent. Google’s primary goal is to provide the most relevant results for any given query. Therefore, you need to make sure that the page you’re trying to rank satisfies the intent of the person who clicks to read it. If your page doesn’t match intent, even an abundance of PageRank from internal and external links won’t be the optimal solution.
3. Competitive Analysis
The third ingredient is understanding your competition. It’s essential to compete against pages that are on a similar playing field as yours. For instance, if you have a new website in a competitive niche, it’s unrealistic to immediately compete against pages with hundreds of backlinks. Instead, focus on competing with pages that have similar authority levels to yours.
Finding Internal Link Opportunities
To implement the middleman method effectively, you need to identify internal link opportunities. Here’s a step-by-step process to find these opportunities:
- Create a list of important pages: Identify pages on your site that have high business value and good traffic potential but aren’t currently ranking in the top position.
- Analyze current rankings: Use tools like Ahrefs’ Site Explorer to find pages ranking between positions 2 and 10 that could benefit from a boost.
- Assess competition: Analyze the pages you’re competing against to ensure your content matches searcher intent and is competitive in terms of backlinks.
- Find relevant pages to link from: Use various methods to identify pages on your site that can link to your target pages:
- Perform a site search in Google
- Use Ahrefs’ Site Audit tool
- Utilize the Best by Links report in Ahrefs Site Explorer
- Track your keywords: Use a rank tracking tool to monitor the impact of your internal linking efforts over time.
Beyond PageRank: Improving User Experience
It’s important to note that internal linking isn’t solely about passing PageRank. Internal links can also significantly improve user experience by providing visitors with relevant resources they might want to explore further. For example, e-commerce stores often link seasonal categories and product pages from their home page, which not only helps with rankings but also assists visitors in finding products they want to purchase.
The Limitations of Internal Linking
While internal linking is a powerful tool, it’s not always sufficient to achieve top rankings. In some cases, you may need to build backlinks from external sources to boost your page’s authority further. In other instances, a content update might be the best course of action, especially if your content hasn’t been refreshed in a while.
For example, if you’re trying to boost a page from position 7 to position 1, a handful of internal links might not be enough. In such cases, a comprehensive content update could have a more significant impact, particularly if the content hasn’t been updated in several years.
Conclusion
Internal linking, particularly the middleman method, is a powerful and often underutilized SEO technique. By focusing on the three key ingredients – backlinks to the linking page, matching searcher intent, and competing against appropriate pages – you can effectively boost your organic rankings. Remember to track your progress, and don’t be afraid to combine internal linking with other SEO strategies like content updates and external link building for optimal results.
Frequently Asked Questions
Q: How many internal links should I add to a page?
There’s no set number of internal links you should add to a page. The key is to include relevant links that add value for the reader and make sense in the context of the content. Focus on quality over quantity, and ensure that the links are natural and helpful.
Q: Can internal linking help with website crawlability?
Yes, internal linking can significantly improve website crawlability. By creating a logical internal linking structure, you help search engine bots discover and index your pages more efficiently. This can lead to better overall visibility in search results.
Q: How often should I update my internal linking strategy?
It’s a good practice to review and update your internal linking strategy regularly, ideally every few months. As you create new content or update existing pages, look for opportunities to add relevant internal links. Also, periodically audit your site to identify and fix any broken internal links.
Q: Can too many internal links hurt my SEO?
While internal linking is generally beneficial, excessive linking can potentially dilute the value passed between pages and may appear spammy to both users and search engines. Focus on creating a natural, logical linking structure that enhances user experience and site navigation.
Q: Should I use exact match anchor text for internal links?
While using exact match anchor text for internal links can be beneficial, it’s important to maintain a natural and diverse anchor text profile. Use a mix of exact match, partial match, and branded anchor text to create a more organic internal linking structure. The key is to make the anchor text descriptive and relevant to the linked content.
