如何使用内部链接来改善网站的SEO

伟大的内容和吸引入站链接are major elements of yourSEO strategy。

如果您创建了一篇令人兴奋的博客文章或电子书，那么您自然会想确保您尽可能多地推动其访问量。该策略的一部分应始终包括内部链接，并了解网站的其他页面如何为您的新页面贡献价值。

If you're working on any important campaign, it’s absolutely critical to figure out which of your already great, high-authority pages should be linking to your new page, or what ongoing efforts can continue to build link authority for your site over time. This process is called internal linking.

With great internal linking, ranking for very difficult keyword phrases is made much easier as you share the authority of your other best content with your new efforts.

为什么内部链接很重要

Remember that a search engine’s ultimate goal is to surface the very best few pages about a topic on the web. With the focus that most linkbuilders and SEO specialists have on inbound links and developing links from other sites, it is easy to overlook howinternal linking is important。

如果您听说入站链接就像其他网站投票支持您的内容并告诉搜索引擎您的内容的内容，那么内部链接就像对自己投票，也让搜索引擎了解您的投票。

虽然拥有更多的人比自己投票支持自己的内容要好，但是如果您不从自己投票时，搜索引擎将很难考虑将您的页面视为网络上最好的页面之一。内部链接很有价值，不仅是因为它们直接表明您的内容很重要，还因为这些链接本身会传递自己的链接权威。

When you consider that the link authority of each page is being shared into your website from these internal links, the value of your blog and other linked pages is more obvious to search engines.

While these pages are ranking well and bringing traffic into your website on their own, there is a second layer of SEO benefit that they can bring to your website if you properly apply them to your internal linking strategy.

如何建立内部链接结构

如果您的网站上有一个您非常关心的页面，并且对您有很多价值，那么您应该考虑如何向搜索引擎解释该价值。一种快速的方法是创建围绕它的内部链接策略。

首先考虑到搜索引擎现代人理解ds the value of an internal link; it’s looking at how many pages on your website link to that page, and how they link to it. If every page of your website links to something, it must be important to you -- like your homepage, or your blog’s homepage.

If the only links in to your blog are from your 'About Us' section and nothing from your homepage or your website’s main navigation, you have already sent a strong signal to search engines that your blog is not very strong.

另一方面，如果您的博客在您的网站上的主要导航中，则Google和Bing将像您的顶级页面之一一样对待它。

This works similarly to specific blog posts, as well as your blog. If you write an extensive blog post that defines something, such as a strategy or trend in your industry, you can link phrases in follow-up blog posts to it to prove to Google that this page is valuable to your readers.

To leverage internal linking to the fullest, do an audit of your website's main pages and where you can interlink between them. As you write blog posts, you can also have your writers and others publishing on your website to interlink to your other blog posts and pages when it feels natural.

为了帮助您进一步发展内部链接结构，请查看下面的提示。

3 Ways to Improve the Internal Linking on Your Website

Here are three exercises you should go through to ensure you are effectively using the authority of your internal pages.

1. Sketch out a map of your website.

在主要导航中列出每个页面的列表，以及这些主要页面中的每个链接。这将帮助您了解网站每个部分之间已经具有的链接，以及您过去如何将其链接在一起。有时，在视觉上布置整个网站是了解您忽略的内容和有效的方法的唯一方法。您可能只是发现一些最好的页面排名良好的原因是因为您潜意识地做出了出色的工作，从其他内容中构建自己的链接。

2. Look at the topics that you frequently write about.

If you’re writing regularly about something, you should have another dedicated page on your website about that topic -- like着陆页with an offer, for example. Each of those posts should be linking to that authoritative page on the subject, and it should be optimized for conversions. If your landing page has aprominent call-to-action，您有效利用内部链接将有助于通过报价来推动更多新的潜在客户。

还要考虑navigat页面所在ion, and if it’s worth linking to from your homepage or products page. Depending on your business, you might even find that linking to a specific blog post or page from your website’s main navigation might suit you well. For example, if your company often needs to explain your business to people who discover you, that would make a good blog post that deserves major promotion across your site.

3. Think about every other page that could link to your ranking page.

If it is a page related to a topic you frequently blog about, make sure each of your new blog posts about that topic reference that page and link into it. You can see this in how HubSpot ranks for the term '如何将Facebook用于业务。'

One of the major factors behind its rank is that we regularly write about how to useFacebook for Business, we have a lot of very powerful links from our blog posts about using Facebook for business, and we have at least one link in each of those entries to ourFacebook for Businesslanding page。过去五年中，我们写的关于该主题的博客文章都具有自己的巨大权威，因为人们已经与他们联系在一起，并且每个人都链接到我们的着陆页，以进一步建立该价值。

Editor's Note: The blog post was originally published in Feb. 2012, but was updated in March of 2020 for comprehensiveness and freshness.