Internal Links Optimization for Improved Search Engine Ranking

We know about the importance of web content optimization in search engine rankings. Most people are aware about it therefore spend quality time in optimizing content, titles, meta tags and inbound links.

Internal Links Optimization is a very crucial factor in web content optimization which is often overlooked by most of us.

Importance of Internal Link Structure

Although the internal links do not get as much weight as the external links but these (internal links) are an important signal in search engine ranking algorithm.

How to Optimize Internal Linking Structure

1. Main Navigation Optimization

These are the global links available across your website therefore the best way of optimization is to start from main navigation.

• Make sure to include your keywords in the navigation links.
• Avoid Flash and javascript menu. Use standard HTML and CSS to design your website navigation.

2. Breadcrumb Optimization
Breadcrumb navigation can be utilized to link the sub-pages with the main navigation. Breadcrumbs help the users to locate their exact position on the website.

Use descriptive and keyword rich words in your breadcrumb navigation.
Like
Shoe shop > Sports shoes > Buy Cricket shoes > Adidas deals

3. Ensure that the first link on the page is the right link

Google seems to consider only the text of first link on the web page. For example if page X links with page Y using anchor text "More Information" on the top and with anchor text "Low Price Shoes" at the bottom of the page, thene there are chances that Google is likely going to consider your first anchor text and will ignore the second one (your targeted keyword).

So if you are linking more than once to another page ensure that the first link on the page contains the targeted keywords.

Google Sitelinks and Importance of Meta Description Tag

Last month google made a change in its SERP listing display by showing up extended site links. The sitelinks are displayed if Google is sure that a website is the exact match for a search query. It generally happens in case of product name or company name searches.


If you check the screenshot it can be easily realized that these pages if optimized with good meta description can be as effective as the sponsored listings shown on top of SERP.

An optimized description tag can increase the chances of more clicks on internal pages.

How to Make Sitelinks more clickable

Google uses first 30-35 charactersof meta description tag to show in the sitelink snippet. So the opportunity lies in utilizing it and optimize the meta description tag in such a way that it leads to more clicks.

• Create a unique meta description for each page of your website.
• Utilize these 30-35 characters to display the exact message, call to action.

Why my website is not showing up sitelinks?

To answer this question we have to check our website for few elements:

• Is your website using javascript and flash navigation?
• Are images used for website navigation?

If answer to these question is then you may face problems in seeing sitelinks. In order to resolve this

• Avoid javascript and flash navigation. Try to use as often as possible.
• Provide alternative text for your images. It will help Google determine your link.
• Try to avoid deeper navigation. Better a webpage is linked better chances are there for it to show up in sitelinks.

So take advantage of the sitelink feature to increase more clicks on your website.

On-site Search: Helping your Customers to Find the Right

Many times we find that customer entered our website, browsed through various pages/product categories and drops out…What can be the possible reason for that? May be one of these:

• It was just a casual visit
• Website does not seem interesting to him
• We don’t offer those products which he was looking for
• Couldn’t find whatever he was looking for

According to the Marketing Sherpa E commerce Benchmark Report, customers who use the search box on e commerce sites convert at nearly three times the rate of general browsers.

Now isn’t it a thing to think for a moment?

On-site search option is very useful and which can lead to improved conversions but on the flip side it could be an annoying feature for visitors if not implemented correctly.

Few things which need to be considered while implementing this option on your website:

Where to Place: Generally this option is found on top right-hand corner or in top middle of website. So locate the search box where your users expect it to be. It will increase its use and in return they will spend more time on website which will lead to better conversions.

Misspelling and Case Sensitivity: If we pay attention to search trends we find that misspelling, and typing errors account for lot of search query volume, therefore the on-site search feature on your website must be compatible with misspellings, typos, synonyms and case sensitivity. Even it should consider spaces and return better results incorporating all the relevant options.

If someone searches for a particular keyword the search result should have following features:

Result Query Display: Search result page should display the original search query in the search box and in the query description. It assures the user that he has received relevant results.


Result Features: It’s advantageous to highlight the search query in the result. Also it increases more usability if you show the title and description of the each page shown in result.


Result Pages: Display 10-20 results on a page and provide links to additional pages which can be referred by the user for more related results.


Isn't it a great idea to facilitate your visitor to find what he is looking for and thus turning him up into a customer.

Effect of Search Listing Position on Click Through Rate

Businesses crave for being on top position in Google SERP, now Search Engine Watch has visualized the SERP results in a very intersting caterpillar infographic.

the study has proved that top google result gets 36.4% of clicks.

So its time to think about Search Engine Optimization to help your website perform well in SERP and in result a better business.