How External Links To Deeper Pages Can Affect Your Rankings

You knows the basics, right? Great content, attractive landing page and a good number of incoming links are necessary for gaining the top search listing in Google search for a particular keyword phrase. The good old way to experiment with your landing page was to promote it with as many links as possible – either natural or paid. You drive traffic through social media promotions, Adwords campaigns and other channels but how do you ensure that your landing pages are going to stand the test of time?

Why Organic Traffic is So Important?

Before going into the finer details, let me clarify why organic traffic is critical and why you should focus on building a natural and expanding link portfolio, rather than target the same landing page over and over again. First and foremost, organic traffic drives the maximum number of conversions, sales and clicks. It was true 10 years ago and this law holds true till this date. Nothing can beat the conversion ratio of the “general user” who clicks the first result in Google search, when compared to the traffic received from Adword ads, banner advertisements, social media campaigns and so on.

And the most amazing part is that it is completely free, but needs a lot of effort and background preparations. Once you reach the top spot, traffic is going to flow in naturally and all you have to worry about it what you want the user to do, rather than how you get them.

Why Build a diverse link portfolio?

A lot of the webmasters I know repeat the same mistake of gaining link popularity of a particular page but wonder why their efforts are not showing results.

No longer anyone can gain a decent exposure on search, by gaining hundreds of links to a single landing page on any domain. Google and other search engines are well versed with such techniques and they can determine whether your link campaign is natural or marketed. It is certainly not deceptive but it is by no means recommended for better exposure.

Instead, you should try to get external links to deeper pages and let the Google juice flow across your entire domain. Different pages that relate to a single context are much more powerful than one page with tons of links.

Example: You want to get targeted traffic on your sales page which is about “Men’s footwear”. Instead of buying tons of links with the anchor text “Men’s footwear”, you should start a blog and talk about different men’s footwear, collections, trending items and so on. A blog gives you exposure in your niche and there is a high chance that other bloggers will pick your stories, link to them, tweet about it and share it.

The result is much more powerful and search engines interpret the following conclusion:

“Okay, this site has a blog and they regularly publish stories about “Men’s footwear”. Interestingly, a lot of other sites frequently link to different pages of the blog, which proves that this particular person isn’t link farming them or paying money for those links. This must be a wonderful resource, otherwise people won’t link so naturally to different pages on the blog”.

Now, when your blog gains a good level of trust, popularity and reach among it’s audience, you know how to hit the hammer when the iron is red hot. Prepare a call to action right below your blog posts and request your readers to check out your sales page – the landing page where you want to drive conversions.

More importantly, the more interesting and useful resource you have on your domain, the more trust you will command. The secret of getting more conversions is Trust, not just links and links and links. Get over it, start a blog and build it as if no one is listening. Your efforts will pay off after a due course of time and the results will be long lasting than before.

This guest post is written by Lior Levin, a marketing consultant who works for a company that provides a to-do list tool for businesses and individuals.

About Steve Baik

AddMe.com is a pioneer in the free search engine submission industry and has been providing valuable web tools and resources for small business owners since 1996. Sign up for our free newsletter to receive the latest info on SEO and Internet Marketing.
This entry was posted in SEO. Bookmark the permalink.

46 Responses to How External Links To Deeper Pages Can Affect Your Rankings

  1. adumpaul says:

    Nice information.Thanks.

  2. You’re so right – make it look natural

  3. Silkstream says:

    Agreed. By taking the time to write great content and using social media platforms to share your knowledge, you can build up your authority as a trusted source and gain a real natural link profile as your readers share your information.

  4. Sharron says:

    I have an awful lot of browsers on my site due to the nature of the products this means ppc is very expensive so I’ve decided organic is the way forward.

  5. That is true,John. As an author and business man, I can relate to how you said, “The good old way to experiment with your landing page was to promote it with as many links as possible – either natural or paid”. I hope more people discover your blog because you really know what you’re talking about. Can’t wait to read more from you!

  6. Tim says:

    Great stuff,it’s all about great content,which in turn will gain you more subscribers as you move forward.

    Timothy Eller

  7. jean says:

    Very interesting article!

    Thank you.

    Jean

  8. Ed says:

    When linking to internal pages, the bounce rate is lower because people find the relevant content that they were looking and stay around.
    that is a good SEO practice
    Thanks John

  9. Karen Cole says:

    I spent years garnering my own natural links into the landing page of our website – Google says I still have over 10,000 of them. So I am paying an SEO company to bring in requested natural links, five per month, to different pages of my website now. My rankings have gone up lately, even though the sites involved have low Google PR.

  10. Kingofcarts says:

    I agree with the article to a degree, however, my competitors with 1500 to 2000 paid backlinks in the golf cart niche are still number one on searches. They have maybe one blog article written in every blog out there to just get backlinks. They have not developed a blog dialogue over a period of time. I believe that you have to both backlinks like crazy and spend an equal amount of time blogging and promoting natural growth.

  11. Houston SEO says:

    Yes, it is a mistake to not link to inner pages on your website.There are so many advantages to this including giving your website visitors the information they are looking for immediately upon landing on your website. Happy visitors are repeat visitors.

  12. Katy AC says:

    I agree with the article and it is important to spend time building links organically. Thanks for this article.

  13. Linda says:

    Many thanks for the reassurance! I’d like to claim that I was intentionally creating organic links, but the truth is I’ve just been randomly putting stuff out without any consideration of what I ought to be doing (ie doing it properly)- now I know what I should be doing, I’ll start tomorrow….

  14. Thanks for your advice on links to inner pages. I have started to do that recently and yet too early to see results. Most of my backlinks have been to the index page and to one deep link page. Your article proves I am on the right track and hope to see results overall over the next few months.

  15. seowar says:

    Agreed. Bring back organic links!

    This is what I recommend at the moment.

    Many Thanks.

  16. GHD Hair says:

    There are so many advantages to this including giving your website visitors the information they are looking for immediately upon landing on your website. Happy visitors are repeat visitors.

  17. By taking the time to create compelling content and using social media to share your message, you can build domain authority as a trusted source and accumulate an organic link profile. Besides on-page SEO, this is what we’ve been having a lot of success with. Thanks for the article.

  18. Andy Kuiper says:

    …you should try to get external links to deeper pages and let the Google juice flow across your entire domain
    How so many miss out on this is beyond me. The info within this article is the kind of real life advice SEO’s should be taking to heart, rather than a lot of the ‘how to build a ton of great backlinks’ fluff that’s out there.
    Thanks – Andy 🙂

  19. Rayan Prince says:

    This will be like increasing the organic traffic towards the website. Like if we give some useful information to the user he will visit the site and thus the organic traffic will increase to the site. This technique is like link baiting. In link baiting we used to give the url of website`s blog where the relevant information is available, this will generate an organic traffic to the website.

  20. I know most people that attempt to do SEO only target their home page so that is definitely a red flag for the search engines. When people link naturally because they like something, they will link the page that has the content. You just have to put yourself in the shoes of the searcher.

  21. Great article John.

    We’ve implemented landing pages by location on our driving school website and have linked to individual inner location pages and this type of SEO bring much better results than just chasing the main keyword phrases. Thanks for the great post!

    Nadine

  22. While linking to the interior pages is good and natural, you should send your most powerful links to your home page and link internally to subpages so that the whole site will benefit

  23. Dan Carter says:

    this is so often missed by SEO. Great article.Thanks

  24. It is absolutely very important to built links to the inner pages of website so as to maintain good deep-link ratio, which is now an integral part of Search Algorithm.

  25. Happened to stumble across this article. Two years later and this article continues to be true. Proper linking within a website still provides an excellent source of anchor text.

  26. You can’t simply send all of the back links to the home page. You for sure need link diversity as you mentioned and for sure there has to be links to inner pages that will allow the page rank to flow through the entire site.

  27. Deeper links are certainly more powerful, I agree.

  28. John says:

    Building inner links is key. 60/40 is a decent balance. You simply won’t generate any results if your building all your links to the homepage.

  29. Building inner links is key. 60/40 is a decent balance. You simply won’t generate any results if your building all your links to the homepage.

  30. Building inner links is key. 60/40 is a decent balance. You simply won’t generate any results if your building all your links to the homepage.

  31. Right on. Make sure you have great content / articles so that others will link to your inner pages. It’s all about having quality and usable content. This will signal Google that your site is a trustworthy and authority source.

  32. No No says:

    Links to the inner page of the website can help you to create link juice among the whole website, It deliver PR and authority sharing too.

  33. Mike Chrest says:

    creating a nice balance of follow and no follow is important as well a balanced keyword % are key nowadays

  34. Hello,

    This article is really related to the different trends in the SEO sphere. The external linksto deeper pages can improve the rankings of a website. More than links to homepage because deeper pages are focused on specific thematics.

  35. This technique is like link baiting. In link baiting we used to give the url of website`s blog where the relevant information is available, this will generate an organic traffic to the website.

  36. I would absolutely agree. Deep linking can totally affect rankings. The second I started deep linking, once Google crawled my site, my rankings skyrocketed!

  37. SEO Website says:

    This is definitely still true to this day, or even more important now! Good article 🙂

    • Absolutely. We recently long tailed our site for all town and suburbs in our area and have seen great results from it. And that is without any link building…just a good silo internal link structure.

  38. Jake Wall says:

    Great post, I think internal links usually come naturally when you are developing good content. If you have a blog, for example, you will get links to each internal post.

  39. Sandra Cramp says:

    I agree. It’s really important to maintain a good ratio of external link to home page and internal pages now a days.

  40. My Rank SEO says:

    I agree this is one thing I notice with people new to SEO, they don’t spread out their link juice evenly throughout all the important parts of their website. It’s something that can give your rankings a huge boost if done correctly, great article…

  41. Makemyorders says:

    Great article. I’m dealing with many of these issues as well..

Leave a Reply

Your email address will not be published. Required fields are marked *