Relinking. Correct manual linking of articles

Today, on my blog there will be a real “copy-paste”, but this is a worthy article that is still interesting to me and I want to check everything)
For this reason I will insert comments and my quotes
Go!

Types of internal linking, theory of the method, practical example of linking articles.

This method works equally well for all search engines, and it will allow you to increase traffic by 20-30% (or maybe more). The method is not new, I’ll even say it’s old and proven, and many experienced SEOs still use it to promote low- and mid-range queries. It works best for content projects (blogs, articles, MFA), but it is likely that the method can be applied to an online store (however, such a practice has not yet been done).

Let's first remember all the possible types of internal linking:

1. Navigation menu– connects all sections and categories of the site.
2. "Breadcrumbs"– a navigation chain indicating the path to the parent page.
3. Add. internal navigation– additional menu in a section or category. A very rare type and optional, usually used in large stores, such as Yandex.Market.
4. Cross-links– placed in global blocks (header, sitebar, footer) and displayed on all pages of the site, helping to concentrate the visitor’s attention and link juice to specific pages (promotions, discounts, sales, etc.). The link under the logo or in the copyright also applies here.
5. useful links– serve for linking articles (products), using the “Similar posts” or “See also” type.
6. Contextual links– installed directly into the text content of pages.

If for the first 5 points almost all sites are guided by the same rules (well, actually the same), then in the 6th point (links from page texts), each optimizer shows his own idea and initiative. Exactly Linking articles helps to concentrate the weight on the right pages as much as possible. I consider it one of the most powerful factors in internal linking.

A working method for organizing internal linking of website pages.

So, what conditions are needed for this linking method:

1. The first 5 points of linking have already been completed (see above).
2. The site is filled with content and indexed by search engines (for example, according to Yandex.Webmaster statistics, the number of pages loaded by the robot should correspond as much as possible to the number of pages in the search).
3. No duplicate pages.
4. There are no “random” internal links in the articles. These are any links that are installed in the text “from the lantern” (only to transfer weight to the page that you yourself wanted) and do not provide convenience for visitors. If you install “necessary” and “required” links in articles, then no more than 1 pc. for 2000 characters.
5. You do not use any modules for automatic linking.
6. It’s not a sin to mention the basics of successful SEO: unique content, properly optimized pages, decent site usability.

The theory of this method of linking articles:

We will link our articles according to the principle “PUT THE LINK WHERE THE SEARCH ENGINE WANTS TO SEE IT.”

1. We will consistently take articles from our site that are most beneficial for promotion.
2. Determine the main key query for which this article is promoted (this should already be done in the process of optimizing the article).
3. Search on our website for other articles where this query is also used in the content (PS will help us with this).
4. In the most relevant articles, put an anchor link to the page we need.

Practice using this linking method.

For a practical example, I’ll take my website and try using this method to promote an article in the TOP-10 of Yandex for the request “site structure”. The request is quite good and you can try to “push” it to the TOP.

Now, following the principle of the theory, it is necessary to determine WHERE EXACTLY THE SEARCH ENGINE WANTS TO SEE A LINK WITH A GIVEN ANCHOR. To do this, in the Yandex search bar we indicate the query we are interested in, adding a prefix to filter the results of other sites.

And Google has such a working thing as . I recommend checking it out.
In Google we type in the same way

the result does not change, my blog is small and there are only two similar requests.
And you should understand that I don’t have the main article about linking in my search yet. I’m powerfully creating it now and pushing it into the blog and then into the search on August 10.

In the displayed results, all links are sorted by relevance, promoted article NECESSARILY should occupy the 1st position, since it should be the most relevant. If this is not the case, you made mistakes during the page optimization process and further actions will be pointless.

Screenshot of the issue:

Now let’s get down to the actual work of linking and analyze each position.

In my example, as expected, the promoted article is in the 1st position, which means that the search engine considers this site page the most relevant to this query. However, we are interested in the other 9 search positions, which are next in line in terms of relevance. It is with them that we will work.

The second position in the search results is occupied by an article about the link structure of the site. Here is the title of the article, a link to it and a description in which our promoted query is highlighted in bold (I circled it with a yellow marker) THIS PHRASE will be the first content anchor link that the search engine directly REQUESTS. All you need to do is go to the page with the article, turn on the editing mode, find this phrase in the text and insert a link to the promoted article “under it”. This will be an anchor with an exact entry.

Here we are offered the “Site Map” page, but it already contains a link to the desired article. The page appeared so high in this search results because the sitemap always receives the most weight (all other pages on the site link to it) and this request used in exact occurrence. We don't do anything here. Let's just move on...

Here two phrases are highlighted in bold: “site pages” and “page structure”. Not one of them has a direct occurrence of the promoted query, but in this case I will choose the second anchor, since it is more consistent with the content of the promoted article (albeit not very well, but I’ll still take the risk).

At these positions, the search engine clearly highlighted the desired query (with morphological changes in endings). If you pay attention to the text next to the accentuation of requests (circled with a green marker), you will see the verb “organize” (in the 5th position) and the noun “development” (in the 6th position). These words will perfectly dilute the request and internal anchor list. The phrases “organize the site structure” and “develop the site structure” will be anchors for the promoted page.

This is a non-standard situation. Yandex considered this page relevant to the request, but as we see, it has nothing to do with determining the structure of the site. Such situations happen very often and there is no need to be surprised. It happens that the PS does not find other relevant articles to the request at all, and then you have to improvise and add the necessary anchors to some articles. Sometimes it is enough to change 1-2 words in such a setting and the desired anchor appears without violating the syntax or logical content of the article being edited. In my case, I will not edit this section of text and try to “shove” something related to the structure of the site into it, besides, I have already placed a sufficient number of anchors to promote the MF+NC request.

I'll jump straight to line 9. Despite the fact that the search engine has highlighted only one word in bold (“structure”), there is another necessary and good word (“logical”) nearby. This phrase completely characterizes and covers the topic of the promoted request, and moreover, it is used in the content of the promoted article in direct occurrence. The phrase “logical structure” can be safely used as an anchor.

8 and 10 issue positions.

Here, too, there is an occurrence of the word “structure,” but from the context it is clear that these phrases are more consistent with the article “Link structure of the site,” which, by the way, occupies the 2nd position of this issue. This will allow you to “drain” even more weight onto the promoted page by “feeding” the donor. In other words, we will add weight to the “Site Link Structure” article, which in turn will transfer even more weight to the “Site Structure” article (which is our priority). In such situations, I do not recommend immediately switching and moving on to linking other articles, otherwise you risk getting confused and missing something. It's better to make a note in your notebook and come back to them later.

I will do the same on my website. But first you need to post it, or better yet, index it in Google.

Let's summarize for this example of linking website pages.

With this method I received 5 anchor links to a promoted article based on the request I need:

• "Site structure";
• “page structure”;
• “organize the site structure”;
• “development of the site structure”;
• "logical structure";

All these phrases are in one way or another connected with the meaning of the promoted article, and therefore I don’t have to worry about any sanctions or misunderstandings among visitors. I got one exact occurrence, two diluted ones and two similar ones. The number of links is more than enough for this method links ( sometimes 2-3 links are enough).

In terms of time, such linking of 1 page takes only 5-10 minutes. There is nothing complicated or difficult to understand. Everything is easy and simple, although for a blog with 200-300 pages you will have to sweat for a couple of days. Yes, you can save time and use engine plugins for auto-linking (if your site is not uCoz), but don’t expect good results from them.

And finally, some nuances that you may encounter when linking articles:

1. Link to articles that can generate traffic first. Less popular content will serve as a kind of donor for them.
2. Do not put it more than 1 link per 1000 characters. And no more than 5 for the entire article.
3. Try not to place links side by side or in the same paragraph.
4. Sometimes it is advisable to edit the anchor of a link to a more suitable option, the main thing is to preserve the meaning of this section of text.
5. If the search results do not contain the required query (even in diluted form), you will most likely have to add it manually or abandon it altogether.
6. There is no need to go overboard with exact occurrences. One or two is enough.
7. After adding new article tell her right away role – is it for traffic or for donation. If the first option, put links to it from other older pages, if the second, leave it until indexed and then some kind of request you need will definitely come up on it.
8. Save space for links! If the query you need is found in almost all articles, there is no need to overdo it and put anchors everywhere. Place it in such a way that the total number of content links on the page does not exceed the permissible limit (see point 2). To promote 1 page according to the SCH+NK query, 5-6 internal links are enough (if the page still “doesn’t fit” into the TOP, then it’s definitely not a matter of linking).
9. Sometimes it happens that only one page contains the anchor you need, which the search engine takes into account, but at the same time this page is already filled to the brim with other links. In this case, it is more advisable to remove one of the posted links, having first found a replacement for it.
10. It is not necessary to take pages from the top ten search results, you can also look at the TOP 20, but keep in mind that the higher the donor’s page is in the search results, the more benefit it will bring to the acceptor.
11. If you want to promote a page for several requests (for example, middle and two low frequencies), then this procedure must be carried out for each request separately.
12. Think with your head - no one has yet canceled “using your brain” in any work. 🙂

If you are interested in how this linking method influenced the experimental page, you can analyze it yourself. For those who are too lazy, I present a table of queries, their frequency in Yandex.Wordstat and the average position in the search.

I'm still testing this linking method. On this moment Only materials from 2 categories out of 4 are linked on the site. But the result is clearly visible from the graph of the growth in the transition of visitors from the PS:

And here are the statistics of conversions from Yandex and Google - as you can see, linking had a positive effect in both search engines:

Many webmasters and SEOs are familiar with the concept of linking. This term refers to the placement of internal links from one site page to another to transfer more weight to more significant pages. However, when working directly with a site, many questions arise, and the main one is: “What is competent linking?”, implying the fact that there is also “illiterate” linking. Let's try to understand the literacy of internal linking of website pages.

User's point of view

From the user’s point of view, well-linked website pages make it possible to easily and simply navigate the site, saving the visitor’s time on searching necessary information.

Search robot's point of view

Navigation is also important for a search robot to have an idea of ​​the site structure. However, internal links also affect the anchor list generated by bots and the static weight of pages ().

A competent linking can be called one that optimally combines compliance with all three requirements:

- Navigation. Its convenience and minimum levels of nesting of any page on the site.
- Static weight. The most significant pages should have the most weight.
- Link weight. The text of the link on the donor page should make clear the subject and meaning of the content on the acceptor (for both the bot and the user).

Let's look at each of these points.

Site navigation with proper linking

A site that has more than one page has navigation, with the help of which users and search bots wander around the resource, studying it in detail. If the navigation is designed correctly, then any page of the site is no more than 2-3 clicks from the main page, since the higher the level of nesting of a page, the less attention it receives due to its inaccessibility. With proper navigation on the site, there are no pages that cannot be reached by following its internal links.

The easiest way to create good navigation is to place a menu of sections (subsections) that contain links to informative pages:

On complex sites (including portals), it is advisable to use techniques such as “breadcrumbs” and “tag cloud”. In this case, even the oldest pages will be no further than 3 clicks from the main page.

Why is it so important to have a minimum of page nesting levels? The fact is that with a large level of nesting, you can wait a long time for pages to be indexed, without waiting in some cases. The priority of such pages is low and even if they get into the index, they will be updated very, very rarely.

Static weight distribution

Agree that the most significant pages of the site that you promote should have the greatest weight! Using interlinking, you can direct static weight to a particular section, home page or other pages of the site.

Where to direct the weight depends on what type of requests you are promoting the site for. If this is a HF (high-frequency) request, then most likely it is highly competitive, so it is better to optimize the main page for it; it usually has maximum internal static weight, since all pages in the menu link to the main page.

For medium-frequency queries, it is better to promote second-level pages; you can put links on them from the main and internal pages, increasing the static weight of sections.

You can also intelligently distribute the weight to third-level pages under low frequency queries, linking to them from sections and the main page.

If you have only one request for promotion, try to have as many links as possible to the promoted page from your own internal pages of the site. Proper linking from the point of view of redistributing static weight implies its maximum concentration on promoted pages.

Link weight

It is clear that links that lead to promoted pages should have keys in the anchor, but there is a little trick here that is missed by some optimizers. Imagine that third-level pages (articles, news, blog posts, etc.) are linked to each other, and there are also links to them from the main sections. In total, for each article we have at least 2 links: one from a section, the second from another article (there may also be links from the main page or several from article pages). It would be wise to use the key in a different case for each link.

Thus, competent linking means the optimal combination of its three components: competent navigation, competent weight distribution and competent placement of anchors.

Although the very concept of internal linking is as old as the world, many website owners and optimizers neglect it. But in vain, because competent linking can not only help users quickly and conveniently navigate through the pages of a site, but also increase the efficiency of promoting certain pages.

The very definition of internal linking follows from the above - this is setting up internal links between pages of one site in order to transfer weight to more significant pages.

What kind of linking is there?

There are quite a lot of types of internal linking, but they all boil down to one thing - the correct setting of the link anchor. We have already talked about anchors for links in more detail in our article “What are anchors? ", which I highly recommend reading. Correctly selected link text is almost half the success when linking.

Among the automatic links on the site, we can highlight such elements as “Breadcrumbs” and “ HTML map site." Very useful for site users who, while walking around the resource, will never get lost and can easily return, for example, to a product category. The site map will allow us to correctly distribute the weight across the pages, which gives us not only convenience for visitors, but also a positive effect during promotion.

The same type of linking also applies to the output on the article/service/product page of a module. Similar articles. The presence of such a module very well helps to improve the behavioral factors of the site, allows you to transfer weight to similar pages and keep the visitor on the site for a longer time.

There is another type of linking, which applies to both automatic and manual types - this is the creation of a menu with sections and subsections. Here you can and should indicate the exact names of the pages to which we link. All anchors are perfectly taken into account by search robots and help promote internal pages.

In no case should a situation be allowed where it is not possible to get to a website page from the main or one of the side menus; such navigation will be illiterate and will not work as efficiently as possible.

Weight and internal linking schemes

To choose the right linking scheme, you need to take into account all factors, such as the theme of the site, the goals set, and the queries being promoted.

We will analyze the most commonly used and popular schemes for promoting HF, MF and LF requests.

In conclusion, we can only summarize that for competent linking with maximum benefit for promotion, three rules must be followed:

• Well-configured website navigation
• Using a suitable linking scheme
• Precisely selected link anchors

Note that internal linking is part of the site’s link profile, and this is one of the most important blocks of work in resource promotion. To get to the TOP, and not under filters, we recommend monitoring the quality of your link profile. Here is a webinar to help you, which tells you how to check your link profile and what it should be like.

Promote your website correctly and do it comprehensively! In addition to linking, there is still a lot of important and necessary things. The optimal list of work that needs to be done to promote a website is included in the “Search Engine Promotion” service. You can simply go through the list, like a checklist, to understand how well your SEO has worked.

Correct linking on the site is one of the important points internal optimization. It is not needed to distribute weight between pages, as some may believe in the old fashioned way. These are the paths through the site that the user takes. And they should be laid out in such a way that he will definitely come to perform the target action. We'll tell you how to do this in a new post.

What is linking and why is it needed?

Interlinking is the “stitching” of website pages using links.

Linking can be internal and external.

Internal linking- this is the arrangement of links within one site.

Internal linking tasks:

• improving usability (the site becomes convenient and understandable);
• acceleration of page indexing (search engines better understand the structure of the site - which pages lead where, which of them are more important);
• increasing the relevance of pages (by using different key queries in link anchors, search engines better understand which queries to rank a page for in search).

Due to correct internal linking, it is possible to:

• improve behavioral indicators (increase time spent on the site, browsing depth, reduce failures) and, therefore, “pull up” positions in search;
• increase the level of conversion on the site (purchases, applications, subscriptions, etc.).

External linking- this is the placement of links from your own website to other sites (websites, social network pages, catalogs, etc.). Do not confuse external linking with link building. When they talk about external linking, they mean outgoing links, and by link building they mean increasing the incoming link mass.

External linking tasks:

• providing users with access to useful information posted on external resources;
• indication of the original source of data (for example, when quoting or translations);
• redirecting traffic to partner and affiliate resources.

External links are useful for visitors because they do not need to make additional manipulations to go to third-party resources. Moreover, search engines increase the ranking of sites that link to reputable sites.

How to do internal linking correctly

You can find many different linking schemes on the Internet - “ring”, “star”, “herringbone”, etc. In 2018, linking is based not on conventional figures, but on the benefits for visitors and, ultimately, the owner of the resource (after all user actions should lead to conversion).

Collection of data for linking

If your site has been running for some time and has collected enough statistics, information about link clicks can be obtained using the “ Link Map ” tool in Yandex.Metrica. You'll see which links are clicked on the most and you'll be able to spot patterns.

Fragment of “Link Maps” of Yandex.Metrica

But if the site is new, the “Link Map” will not provide information. In this case, use Yandex and Google search suggestions, which are formed based on user needs.

Let's look at an example. Let's say you have an online hardware store. You want to place quick links to popular models from the “Smartphones” catalog page. To do this, enter the phrase in Yandex "buy a smartphone" and get a list of tips. Users who want to buy a smartphone are likely to be interested in inexpensive smartphones, Samsung smartphones and Xiaomi, popular models and new products.

We write down all the “wishes” and get, in fact, a list of pages that are worth referring to and to which some users will definitely go. Even if they don’t buy the product, you will get an improvement in behavioral indicators, which means your site’s ranking will increase.

Collecting clues manually is labor-intensive. To simplify and speed up your work, you can use the “ ” tool in SeoPult. Specify a list of key phrases, select search engines (Yandex and/or Google), region, rules and collection depth (maximum - up to level 3) and click the “Run scan” button.

The finished result can be downloaded in XLSX format.

The final report looks like this:

The report contains enough information to understand the needs of users and make high-quality linking.

In addition to search suggestions, you can use similar queries for linking, which are displayed under the search results.

The same queries are available in the Yandex.Wordstat service (right column):

To collect similar queries, another SeoPult tool is suitable - “Collection of association phrases”. It works similarly to the tool for collecting search tips discussed above.

Why did we dwell in such detail on collecting phrases? The fact is that without understanding the needs of users, working on interlinking makes no sense. If you place links at random, chaotically, or, conversely, “ring”, there will be no targeted transitions on them.

Internal linking methods

You can set up linking on the site different ways- below are typical examples of placing links between pages of the site.

Main menu

These are end-to-end links that are contained on all pages of the site. The horizontal menu usually links to the page “About us”, “Contacts”, “Terms of payment and delivery”, etc. It is not recommended to link to the main page, since it is usually linked to from the logo and/or header of the site.

The link to the current page should not be active (for example, if you went to the “Contacts” page, then when you click on the “Contacts” menu item, the page should not reload). In addition, do not use more than 7 links in the menu, otherwise the perception of information may deteriorate.

Product menu (catalogue, category menu)

Two types of menu

When placing links in the product menu, pay attention to the following points:

• consider only the most popular search queries(for example, hallways can be brown, light, orange and whatever, but you have determined that users are most interested in white, black and black and white - these are the colors that should be indicated in the menu. If you specify too many links, then the site will be inconvenient to use, which will lead to worsening behavioral factors);
• in the names of sub-items, avoid spam (for example, in the item “Hallways” there is no need to name the sub-items “Modular hallways”, “Small hallways”, etc. To understand the essence, it is enough to indicate only a descriptive characteristic - “Modular”, “Small”. Users and so they will understand that we are talking about hallways);
• add pictures to the section names (this move will help improve the visual perception of the site. Under no circumstances replace text with pictures - the names of items and sub-items should be in the form of text that is understandable for search engines).

Updated : entrust all the work on internal optimization and website promotion to specialists. All tools are in one place. Launch a campaign in three clicks. Automatic budget calculation. Installment plan!

As a rule, recommendation blocks are used in product cards. Here you can display similar products (smartphone 1, smartphone 2, ...), related products (headphones, Charger, ...) or popular products from different categories. Do not draw conclusions of complementary positions randomly without any logic - this will not give the desired result.

Products can also be offered taking into account browsing history - in this case, the likelihood of clicks on links increases.

Recommendation links can also be placed on the catalog section page to clarify the user's request. For example, those who are in the “Tables” category can be asked to go to the subcategories “Dinning tables”, “Computer tables”, “Chairs”. Again, this technique will allow you to unload the complex and voluminous catalog menu in the left sidebar.

For informational sites, recommendation blocks look different: here it is important to involve users in viewing new pages with content. Therefore, blocks with interesting records are used, latest news, the most popular pages, most commented articles, etc.

Tagging

Each product can be described by different parameters that cannot be included in the menu. For example, a cabinet can be brown, made of chipboard, 100 cm wide, 50 cm deep. In order to simplify the search for products and navigate the site, tags are used - links to specially created pages on which products of a given category are grouped.

You might argue that all this can be taken into account in filters. Yes, this can and should be done - put all possible search characteristics into filters. However, the filtering results are not indexed by the search robot, so the most popular queries should be placed on separate landing pages and linked to them using tags.

Example of tags on a category page

Tags are also suitable for information sites - they are used to link similar articles. Tag only those queries that are the most popular (see above on how to determine demand). Otherwise, you risk making the page visually heavier. Maintain balance.

Contextual linking

These links are placed in the descriptive part of the page (for example, in an article) and lead to other pages on the site. Such links are rarely used in product cards because they lead users away from them. But on home page and in the categories they are quite appropriate. For example, in the Laptops category, you can send users to an article with useful information about how to choose a laptop.

Linking a catalog section with info pages

If your store website has an information section, contextual links included in the text help redirect traffic to commercial pages, such as product cards, and increase conversion.

Contextual linking of the article with catalog sections and product cards

You can also link different articles to each other (we use this technique in the posts of this blog), but it is important that they are related thematically and complement each other.

Breadcrumbs (“breadcrumbs”)

Be sure to use this linking method on all pages so that the visitor understands where he is and can return to the previous stage at any time.

It is better to use detailed chains that show the entire path to the current page, rather than abbreviated ones (when only the first page and the “Back” link are indicated). More about creation bread crumbs read our newsletter.

HTML site map

This is a separate page that contains links to all pages of the site. It helps to understand its structure. This is useful both for users and for improving the indexing of pages by search engines. See instructions for creating a sitemap.

Here are some tips to keep in mind when linking:

• use only dofollow links;
• do not adjust linking to any rules - use the principle of common sense and benefit for visitors;
• It is not recommended to make excessive links from product cards (for example, to pages about delivery and payment), this can lead the user away from the goal; place all the necessary service information immediately on the card in a brief form;
• avoid circular links (when a page links to itself);
• do not put too many links from one page (only the most relevant);
• do not often link from internal pages to the main page;
• pages that are linked from the main page are indexed faster;
• regularly check the site for broken links (which lead to pages with a code other than 200) and remove them.

How to do external linking correctly

Many webmasters are afraid to link to external resources, citing the fact that the “weight” of pages leaks through external links and this negatively affects rankings. Indeed, this was the case before. But it's 2018 - search engines are powered by artificial intelligence, and user satisfaction comes first.

For example, in the current article, when mentioning Yandex.Wordstat, we included an outgoing external link. As a result, you do not need to go to the search engine, enter “Yandex.Wordstat” and click on the link in the search - you go to this service directly from the article. It's comfortable? Yes. If you are interested in an article, you open Wordstat, move between pages, test the methodology described in the article, and read it further. And nothing “leaks” from this link, but behavioral factors On the contrary, they are improving.

Despite the obvious benefits of outgoing external links, they need to be placed correctly. Here are the basic rules:

• Each external link must be relevant, organically fit into the context (in otherwise search engines may consider that the link is posted on a paid basis and apply sanctions);
• if you are not sure about the reliability of the site you are linking to, add the nofollow attribute to the link - in this case, search engines will not index it, but users will be able to follow it;
• do not mask links using scripts;
• make links clearly distinguishable from the main text;
• use natural anchors (brand names, website URLs, index anchors - “link”, “here”, “instructions”, “site”, “useful resource”);
• avoid anchors with obvious commercial overtones (with the words “buy”, “order”, “price”);
• Using surrounding text, let users know that after clicking on the link they will go to an external resource;
• Be sure to set up external links to open in a new window - otherwise behavioral indicators will suffer.

If you follow these tips, outgoing links from yours will only work as a plus.

Linking on a website is not an easy task

To solve this problem, you will need to analyze requests, study the behavior of site visitors, and determine which pages and how will be connected to each other. If you find it difficult to do it yourself, you can enlist support

Linking is...

...linking pages through links. Links can be placed both from one site to another and within a site.

There are external and internal.

External is the linking of pages of several sites, when a link from one leads to another.
Internal linking is the linking of pages within one site. It is one of the most important factors in internal optimization. This is due to the fact that the static weight of the page is transmitted through links; accordingly, with the help of well-configured linking, you can improve rankings for high-frequency, mid-range and especially low-frequency queries.

Let's talk about the internal one.

How to properly link a website: the basics

When distributing requests, you must adhere to the following rule: all high-frequency requests go to the main page, high-frequency requests go to secondary pages (sections), and low-frequency requests go to third-level pages (product cards, articles, etc.).

There are three basic linking schemes:

“Ring” - all the weight is transferred to low-frequency requests, and they, in turn, are interconnected.

“Star” - uniform distribution of weight throughout the site. When the main page, sections (categories) and products are on promotion.

“Ladder” (Hierarchical) - weight is transferred to mid-frequency requests. Promotion of sections and categories.

1. Cross-links. Links from the site bar, horizontal menu and the footer should lead to all the most basic sections and subsections. Moreover, it is desirable that they be accessible not only from the main page, but also from other pages.
2. Bread crumbs. Not only helps the user not to get lost on your site, but also conveys weight with child pages parental. And if you use them keywords, then you can also increase relevance.
3. Link from logo. Place a link from your site's logo to the home page in the format: site.ru (or www.site.ru, depending on the settings of the main mirror). Write keywords in alt and title.

• Add a sitemap (not to be confused with sitemap. xml). Having a site map significantly speeds up the indexing process. In addition, you can link to it from the 404 page. If there are too many links, you can clear the map of pages like “cart” and “ personal account” and leave only landing pages.
• Link promoted pages to each other. Thus, you can extend the effect of external links (which are often difficult to find, due to the fact that high-quality external links are not cheap) to other pages of the resource.
• Place links correctly in the text:

There should not be too many anchor links in the text.
There are exceptions when the link is very “on topic”, or the text is too large and slightly large quantity links will not be very noticeable. But in most cases, you shouldn’t overdo it with links, because this one can not only be visually repulsive, but also be considered spammy. Follow the rule of no more than 3 links per 1000 characters and no more than 50 links per page.

Link anchors should be different.
Links with repeated anchors may “stick together” and then the transfer of weight will be reduced, besides a large number of links in text descriptions with the same anchor can be considered search engines like spam. Come up with different texts for internal linking and do not forget about relevance.

• Create a blog for your resource
  Create a section on your website to post high-quality and thematic articles that may be of interest to your user. Articles should be tailored to information requests that can be selected in Yandex. Wordstat and Google Planner. Place internal links from them to the promoted sections and increase the weight of the promoted pages.
• Link old content to new content
  Are you adding new content? Wonderful. Place links from it to old pages, and from old to new ones. And you will be happy. New content will be indexed faster, and old content will improve relevance.
• Also remember that pages should not link to themselves and you should not additionally highlight link anchors in the text.
  It is necessary to place links correctly. Internal linking is a user's guide to the site, allowing him to save time searching for the necessary information. The search robot thus gets an idea of ​​the site structure. Internal linking occupies a crucial place in SEO optimization. And it is an effective method of website promotion, due to which you can significantly increase the site’s position.