Search Engine Optimization can be a difficult concept to grasp. However, a basic understanding of SEO can help increase your site rankings as well as offer your viewers a better user experience.

A critical part of SEO Seattle Services is inner site linking.

Inner site linking is unique in that it forces site owners to consider where their site is acquiring its ranking potential and whether or not that potential is being redirected correctly and landing on the appropriate pages.


Learning about inner site linking will equip you to avoid outdated methods of linking and help you develop a website that will be attractive to your users.

What is Inner Site Linking?

Essentially, inner site linking is the process of linking to other web pages within your website. Creating efficient and simple navigation to other pages of your site can increase your site’s ranking potential. The users that visit your site, whether humans or google’s crawlers, can use these links to smoothly maneuver between pages of your site.

As a point of clarification, the term ‘inner site links’ only refers to those links within the content of a page. It does not included those in the navigation bar or footer.

If you have questions about how your current intersite linking structure is helping you, refer to sources such as PageRank and PageAuthority. These can help you determine how your site is ranking.

How Do Links Create Ranking Potential?

To scratch the surface, each page starts with a preset amount of ranking potential. When an inner page link is selected, a fraction of that page’s potential is passed through the link. There is a lot of discussion about how much of a page’s ranking juice can go through the link, but we believe it to be fractional. Experts do posit that the quality of the link inserted into a page can determine the percentage of juice that is passed on.


Ways to Get Ranking

There are a several different ways you can increase your sites ranking potential, some of which are very effective and attract users, but there are others that are simply outdated.

Outdated Methods

Previously, web owners have tried ‘no-following’ certain links within a page so that ranking potential could be passed on to more important pages. It turns out that search engines divide up the juice evenly between all the internal links, regardless of whether or not the link is ‘do-follow’ or ‘no-follow,’ so investing the time in editing links is essentially pointless.

Another way web editors will try to boost a site’s ranking potential is by linking pages in a loop to build up their PageRank. Unfortunately, Google has developed a decay factor that disables these rankings from being recognized.

Additionally, Google won’t individually count several links to the same page, eliminating the repetitive method of earning a higher site ranking.

Successful Methods

The best way to earn your site plenty of ranking potential through internal linking is to be genuine. Develop a structurally sound site that guides navigators to relevant content. Start by creating a blog that encompasses several topics.

Create an inner link structure that supplies the top levels of your site with potential, and create posts under each topic that link back to your main page on that topic. Anytime you add a page, there is the possibility of breaking the structure and losing potential, so adapt and alter as is necessary. Be sure that every page is linked to and will link to somewhere else.


Optimizing the User Experience

When it comes to optimizing a user’s navigation between pages, there are a few things to keep in mind.

First of all, when developing your navigation, try to keep every page within 3 clicks of other pages. Too much interlinking can make the site difficult to maneuver. Customers and crawlers should be able to access every page on your site, regardless of whether they use the naked URL or an external backlink, so be sure to avoid linking in a closed loop.  If you’re looking to understand how Page Rank works with SEO, read this article.

Also, try to limit the structure of your site to three levels of depth. Every level within your site should allow access to all the other levels.

Finally, be aware of how many links you add per page. Technically, there is no actual guideline when it comes to how many links you can add, but know that too many links can make your site look spammy, and Google has started taking manual action to eliminate these sites.

There are additional skills and information that will help to increase your ranking potential, such as learning where to place your links on a page, how to use anchor text effectively, and how to demonstrate the relevance of your content and links to search engines. Be sure you don’t use too many links that spread your juice too thin.

Be logical and intentional about how you build your website so as to get the most out of your inner site linking.