One blog post containing everything you need to know about a specific topic simply doesn’t exist. That’s why the source of information about a particular subject is the blog as a whole, not a single post within that blog. Companies that choose to start a blog on their website must build upon their marketing strategy with each post they create, and the best way to do that is with internal links.
Backlinks are great for proving your credibility, but enhancing your authority on the subject you’re writing about is best done through links to your business website. Your readers will still get the information they need: they’ll just get it from you instead of an outside source. Because it’s important to include a decent amount of new content in each blog post and avoid link overload, it’s a good idea to follow a framework.
Don’t go throwing internal links into your content wherever you can. Come up with a structured plan first. The best way to do this is to review your most recent blog posts and the destination pages of your most popular products. Once you’ve found old content relevant to the new content you’re creating, select three or four from the list of posts you’ve compiled and put the links in suitable places.
A good way to use internal links is to insert them when a separate topic that the reader may not know about comes up. You can link to a blog post that you’ve already written about that topic to avoid stuffing too much information into a single post and demonstrate that you have knowledge on a wide range of subjects. Your user will appreciate not being redirected to a different website with each link and will naturally start to trust you more when they see how much information you have.
Make the anchor text of your links as interesting as possible. Use words you know your audience will like and topics they’ll want to know more about, drawing on their past experiences and behaviours. It gently prompts them to check out information you have that’s relevant to them and sets the tone for the rest of the time they spend browsing your blog. Eventually, you’ll create a giant web of helpful internal links that your readers will be happy to investigate.
There will come times when you want to link to content you’ve written about an expansive topic you mentioned in your latest post, and you’ll realize you haven’t gotten around to covering that topic yet. No problem - just write a brief placeholder description about the topic and insert the link when the post has been written. Don’t be afraid to edit already-published content; no piece is perfect.
Many marketers take internal links for granted, and it’s a real shame. They’re a great authority tool and useful resource for your readers, so take advantage of them. Use internal links in your blog posts to boost your company’s SEO ranking, generate leads, and create conversions that last.