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Här är varför du bör prioritera intern länkning 2022

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Here's Why You Should Prioritize Internal Linking in 2022


Internal linking features in most SEO strategies, but the reality is it’s rarely prioritized highly enough.

SEOs often focus on other tactics while failing to realize the true potential that internal linking offers to move the needle on keyword rankings.

My view on this is that SEOs are missing a trick. After all, an effective internal linking strategy has the potential to make a difference.

In this guide, you’ll learn the following:

Looking to learn the basics of internal linking?

Great! But before you continue, why not check out this actionable guide on internal links by Ahrefs’ head of content, Joshua Hardwick.

Why internal links are so valuable

Effective internal linking provides a wide range of technical benefits, from helping Google discover your new content to ensuring all of your pages are crawled frequently by Googlebot. In my opinion, the most fruitful value of internal linking is its ability to distribute PageRank. This is an attribute of internal linking that is overlooked all too often.

Building a strong bakåtlänk profile is critical in directing PageRank to your website. But as SEOs, we should not stop there. The great thing about internal länkar is that you can control the target location of the link itself. This allows you to directly pass on that essential link equity from your pages that receive the most länkar to those that receive the least.

One tough reality of länkbygge is that webmasters rarely link to pages with transactional intent, such as a sales or product page. Most backlinks will typically point toward the homepage or an informational page (e.g., a report). Internal länkar are crucial in bridging the gap and ensuring your transactional pages gain that crucial boost in authority.

Editor’s Note

Here at Ahrefs, we call this process of “bridging the gap” with internal länkar the Middleman Method. You can see how it works below and learn more about this SEO strategy here.

Gif showing how Middleman Method works

Joshua Hardwick

Six tips for implementing internal links effectively

Now that we’ve established the importance of internal linking, let’s go through a few techniques, tips, and tricks to implement it effectively.

Link within the main content where relevant

Internal länkar within the primary content of a page, in my opinion, offer the most value from a PageRank perspective.

This is as Google’s behavior is likely similar to that of the users’ when it comes to prioritizing the primary content of a page. Users are typically more engaged with the main content and are, therefore, more likely to click on a link that sits within the main content.

As a result, Google almost certainly applies a stronger weighting to these länkar, as indicated by its “Reasonable Surfer” patent.

Infographic of article with 3 links. The biggest muscular arm connects most prominent link to another article (implying the most authority passed)

What’s more, these internal länkar sit in the heart of the page and are surrounded by hyper-relevant, keyword-rich content that Google will use as a signal to understand the context.

Include important links within the site navigation

Länkar within the header navigation are also incredibly useful for passing on PageRank. They may not be as strong at passing contextual authority as links within the primary content. But they sit on every page of the site—and that makes them valuable. They also sit right at the top of the page.

This means Google is more likely to prioritize these links compared to the footer navigation, for example.

While not as powerful as the header navigation, the footer navigation should not be underestimated. Despite sitting in a less-attractive location, the footer navigation, again, sits on every page, making the links there worthwhile.

Notably, some companies have strict approval processes. In such cases, you may find less resistance in adding internal links to the footer navigation compared to the header navigation, so this may be the perfect short-term solution for you.

Utilize breadcrumbs logically

In my opinion, breadcrumbs are the single most underutilized form of internal linking. They not only make it extremely easy for users to navigate the site, but they are also incredibly powerful at passing on PageRank.

Don’t just take it from me. Here’s a tweet from Google’s very own Gary Illyes, who says that Google likes breadcrumbs and uses them for PageRank computation.

As we already discussed, many SEOs believe the higher up a link on a page, the heavier the weight of PageRank that gets passed via the link. Breadcrumbs typically sit right at the top of every page. Thus, it’s clear why they hold so much value in passing on authority.

Furthermore, breadcrumbs also reflect the structure of the site. As a result, your most important pages, which sit high up within the site architecture, will be internally linked to very frequently via the breadcrumbs.

TIP

Don’t forget to implement breadcrumb Schema to ensure Google fully understands your breadcrumbs and that you’re eligible for rich results.

Internally link to your most valuable content

It’s usually hard to attract links to your most valuable content because of its commercial nature. Remember: To bridge this gap, it’s critical to link from those pages that hold strong authority to the valuable pages that drive your business revenue.

You can find relevant, authoritative pages to internally link from for free using Ahrefs’ Site Explorer med en gratis Ahrefs verktyg för webbansvariga account. Here’s how:

  1. Paste your domain into Site Explorer
  2. Gå till Best by links Rapportera
  3. Look for relevant pages to internally link from

For example, let’s say the team at Ahrefs launched a brand-new keyword tool and wanted to boost authority to its landing page. Using this report, we can see several relevant pages with lots of referring domains that will be perfect for adding an internal link.

Best by links report results

Utilize contextually relevant anchor texts to establish topical relevance

Earlier on, I mentioned Google reads the surrounding content of a link as a signal for the context. Further to this, the ankare text of a link provides an even stronger signal for context.

Anchor texts should be:

  • Descriptive
  • Topically relevant
  • Keyword-rich
  • Succinct
  • Natural

Generic anchor texts, such as “click here,” provide minimal value, as they do not indicate to Google what the linked-to page is about. Keeping your anchor texts descriptive and relevant will ensure you are passing on the most PageRank. This signal also stems from Google’s “Reasonable Surfer” patent.

Infographic of article with 3 anchor texts. The biggest muscular arm connects the most descriptive anchor text to another article (implying the most authority passed)

You can find contextual internal linking opportunities that already exist on your site for free using Ahrefs’ Webbplatsrevision. Here’s how:

  1. Sign up for a free Ahrefs verktyg för webbansvariga konto
  2. Crawl your site with Webbplatsrevision
  3. Gå till Link Opportunities tool

For example, if we do this for the Ahrefs blog, we can see a contextual internal link opportunity from our SEO-ordlista till our meta robots guide.

Link opportunities report results

Sidenote.

If you provide a link via an image, Google will treat the alt text as the anchor text. 

Regularly audit internal links for errors

Technical errors within your internal linking could be causing PageRank “leakage.” For example, every time you link to a URL that results in a 404 status (page not found), you could be directing some of your link equity down the drain.

Google assigns a set amount of PageRank to be distributed from each page (regardless of the number of internal links). So with each link that you add to a page, you’ll be slightly reducing the value passed on via the links that already exist.

But as long as you are not excessively adding links, this won’t be a major cause for concern. It’s simply another reason why minimizing technical errors remains crucial. Not only are you making sure both Google and your users are having the best experience, but your site will also become more efficient at passing on PageRank.

Don’t forget to utilize Webbplatsrevision (what I showed you earlier). This tool is perfect for diagnosing a wide range of technical issues, including those related to internal links.

Once set up:

  1. Head to the Link Explorer tool
  2. Select the “Internal” drop-down filter
  3. Filter by each of the errors one at a time

For example, if we filter for internal links “to not found” on the Ahrefs blog, we see 143 internal links to dead pages that should be removed.

Link explorer report results

Slutgiltiga tankar

The best thing about this approach to internal linking is it’s not a complex theory (once you understand how PageRank works, of course). It also doesn’t take a huge amount of time to get started.

Here are my key takeaways:

  • Internally link from your most authoritative content to the pages that drive revenue
  • Breadcrumbs are incredibly powerful and completely underestimated
  • When you think of PageRank, think about not only backlinks but also internal links

Have any questions? Will you be reshaping your approach to prioritize internal linking? Ping me på Twitter och låt mig veta.





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SEO

Är IP-adress en Google-rankningsfaktor?

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Is IP Address A Google Ranking Factor?

Does the IP address of your website’s server affect your rankings in search results? According to some sources around the internet, your IP address is a ranking signal used by Google.

But does your IP address have the potential to help or harm your rankings in search? Continue reading to learn whether IP addresses are a Google ranking factor.

The Claim: IP Address As A Ranking Factor

Articles on the internet from reputable marketing sites claim that Google has over 200 “known” ranking factors.

These lists often include statements about flagged IP addresses affecting rankings or higher-value länkar because they are from separate C-class IP addresses.

Screenshot from HubSpot.com, June 2022

Fortunately, these lists sparked numerous conversations with Google employees about the validity of IP addresses as ranking factors in Google’s algorithm.

[Ebook:] The Complete Guide To Google Ranking Factors

The Evidence Against IP Address As A Ranking Factor

I 2010, Matt Cutts, former head of Google’s webspam team, was asked if the ranking of a client’s website would be affected by spammy websites on the same server.

His response:

“On the list of things that I worry about, that would not be near the top. So I understand, and Google understands that shared webbhotell happens. You can’t really control who else is on that IP address or class c subnet.”

Ultimately, Google decided if they took action on an IP address or Class C subnet, the spammers would just move to another IP address. Therefore, it wouldn’t be the most efficient way to tackle the issue.

Cutts did note a specific exception, where an IP address had 26,000 spam sites and one non-spammy site that invited more scrutiny but reiterated that this was an exceptional outlier.

I 2011, a tweet from Kaspar Szymanski, another former member of Google’s webspam team, noted that Google has the right to take action when free hosts have been massively spammed.

I 2016, during a Google Webmaster Central Office Hours, John Mueller, Search Advocate at Google, was asked if having all of a group’s websites on the same c block of IP addresses was a problem.

He answered:

“No, that’s perfectly fine. So that’s not something where you artificially need to buy IP address blocks to just shuffle things around.

And especially if you are on a CDN, then maybe you’ll end up on an IP address block that’s used by other companies. Or if you’re on shared hosting, then these things happen. That’s not something you need to artificially move around.”

In March 2018, Mueller was asked if an IP change with a different geo-location would affect SEO. He responded:

“If you move to a server in a different location? Usually not. We get enough geotargeting information otherwise, e.g., from the TLD & geotargeting settings in Search Console.”

Ett par månader senare, Mueller replied to a tweet asking if Google still counted bad neighborhoods as a ranking signal and if a dedicated IP was necessary.

“Shared IP addresses are fine for search! Lots of hosting / CDN environments use them.”

In October 2018, Mueller was asked if the IP address location mattered for a site’s rankings. His response was simply, “Nope.”

A few tweets later, within the same Twitter thread, another user commented that IP addresses mattered regarding backlinks. Mueller again responded with a simple “Nope.”

In June 2019, Mueller received a question about Google Search Console showing a website’s IP address instead of a domän namn. His answer:

“Usually, getting your IP addresses indexed is a bad idea. IP addresses are often temporary.”

He suggested that the user ensure the IP address redirects to their domain.

Ett par månader senare, when asked if länkar from IP addresses were bad, Mueller tweeted:

"Länkar from IP addresses are absolutely fine. Most of the time, it means the server wasn’t set up well (we canonicalized to the IP address rather than the hostname, easy to fix with redirects & rel=canonical), but that’s just a technical detail. It doesn’t mean they’re bad.”

In early 2020, when asked about getting länkar from different IP addresses, Mueller said that the bad part was the user was making the backlinks themselves – not the IP addresses.

Then, in juni, Mueller was asked what happens if a website on an IP address bought länkar. Would there be an IP-level action taken?

“Shared hosting & CDNs on a single IP is really common. Having some bad sites on an IP doesn’t make everything on that IP bad.”

I september, during a discussion about bad neighborhoods affecting search rankings, Mueller stated:

“I’m not aware of any ranking algorithm that would take IPs like that into account. Look at Blogger. There are great sites that do well (ignoring on-page limitations, etc.), and there are terrible sites hosted there. It’s all the same infrastructure, the same IP addresses.”

I november, Gary Illyes, Chief of Sunshine and Happiness at Google, shared a fun fact.

“Fun fact: changing a site’s underlaying infrastructure like servers, IPs, you name it, can change how fast and often Googlebot crawls from said site. That’s because it actually detects that something changed, which prompts it to relearn how fast and often it can crawl.”

While it’s interesting information, it seems to impact crawling and not ranking. Crawling is, of course, required to rank, but crawling is not a ranking factor.

I 2021, a Twitter user asked if IP canonicalization could positively affect SEO. Meuller replied:

“Unless folks are linking to your site’s IP address (which would be unexpected), this wouldn’t have any effect on SEO.”

Senare i december, when asked if an IP address instead of a hostname looks unusual when Google evaluates a link’s quality, Meuller stated, “Ip addresses are fine. The internet has tons of them.”

If you’re worried about your IP address or hosting company, the consensus seems to be: Don’t worry.

Get More Google Ranking Factor Insights.

Our Verdict: IP Address Is Not A Ranking Factor Anymore

Is IP Address A Google Ranking Factor?

Maybe in the past, Google experimented with IP-level actions against spammy websites.

But it must have found this ineffective because we are not seeing any confirmation from Google representatives that IP addresses, shared hosting, and bad neighborhoods are a part of the algorithm.

Therefore, we can conclude for now that IP addresses are not a ranking factor.


Utvald bild: Paulo Bobita/Search Engine Journal

Ranking Factors: Fact Or Fiction? Let’s Bust Some Myths! [Ebook]



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