internal linking

Why internal links and hub pages are a major factor in SEO success

Here’s an example which highlights the importance of internal linking and the creation of hub pages. 

To demonstrate this, I’ll look at the Guardian and Mail Online’s SEO and internal linking strategy, and the marked contrast between the two.

We’re looking at publishers here, but the principles apply equally to any website. 

In the run up to the tournament, most major news sites created World Cup hub pages for the term, which is likely to be the most popular of 2014.

These hub pages gathered the World Cup content in one place, and should be the most useful for people searching on a generic term.

Ideally, publishers would want these pages to achieve a consistently high ranking over time for the term, allowing them to direct users to other areas of the site. 

On-page factors become more important for high search rankings in past year: report

Quality content and other on-page factors have become increasingly important for SEO in recent years thanks to Google’s various algorithm updates aimed at cracking down on spammers and sites that offer a poor user experience.

And a new report from Searchmetrics shows just how the influence of on-page SEO has changed in the past 12 months by examining the correlation of various factors with high Google rankings. 

Virtually all criteria – ranging from the image count to Adlinks – have apparently increased in importance, with a site’s word count showing the biggest difference compared to last year.

Why internal linking is vital for publishers

Internal linking is an important SEO tactic, but it’s also important to optimise the site experience for users. 

In this article, look at the importance of internal linking for publishers, and explain the tactics I use on this blog. 

I don’t claim to be the font of all knowledge on this issue, so I’d love to see your tips as well….