search ranking

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.