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Botify webinar Internal Linking - October 2018
The October 2018 webinar by Botify discussed optimizing internal linking for SEO, emphasizing its importance for indexing and indicating powerful pages within a website. Key topics included measuring link quality, identifying pagerank leaks, and analyzing various navigation types (descendant, ascendant, and horizontal) to enhance internal linking strategies. Additionally, the webinar highlighted the significance of monitoring outlinks, the diversity of anchor texts, and tools for assessing and correcting internal linking issues.
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Similar to Botify webinar Internal Linking - October 2018
Botify webinar Internal Linking - October 2018
- 1. Webinar October 2018 How toOptimize Your Internal Linking with Botify?
- 2. Webinar October 2018 Alpha Keita SearchData Strategist
- 3. Webinar October 2018 Will Lau Sr.Search Data Strategist
- 4. Internal Linking -Why it Matters Internal linking is one of the key factors to a website’s successful SEO. Linking is what allows indexing robots to discover a website’s URLs. Internal linking also indicates powerful pages according to the website structure (notion of internal PageRank), which would ideally correspond to strategic pages. In this webinar, we'll look at: •Measuring linking quality, •Identifying PageRank ‘leaks’, •Detecting problem URLs. 4
- 5. Types of Navigationfor Internal Linking A website has three types of SEO navigation: •Descendant navigation, starting from the home page and creating a pathway to the entirety of your page inventory. This pathway must be as short as possible. •Ascendant navigation, which involves starting from the low-level pages (such as products, generally long tail) to generate large volumes of links towards upper-level pages (such as categories, which are generally top/middle tail page types). •Horizontal navigation, which allows you to generate more links to deep pages that only receive a limited amount of links via descendant navigation. 5
- 6. Internal PageRank andPageRank ‘leaks’ •Although Google doesn’t provide PageRank details for each URL (the ToolBar PageRank - TBR - was cut in April 2016 but hadn’t been updated for years anyway), PageRank is nevertheless still central to Google’s algorithm. •The original PageRank formula was public, and it is certainly possible to calculate a page’s PageRank on your website’s scale (meaning excluding all additional details based on external linking). This is what we refer to as Internal PageRank (IPR). •When analyzing your crawl, Botify calculates the internal PageRank for each page, as Google does (on a web-wide scale). •Calculating this IPR lets you check that your website is geared towards strategic pages. It can also help you measure “PageRank leaks”, meaning the power given over to non-strategic pages. 6
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- 8. Descendant Navigation: AssessDepth 8 As descendant navigation aims to allow users to explore the full inventory of pages as quickly as possible, check that your depth levels aren’t too high.
- 9. Descendant Navigation: CheckPageRank Spread 9 Effective descendant navigation must also ensure PageRank is rolled out to the deepest pages. In this example, you can see that approximately ⅔ of the internal PageRank has been allocated to the first two depth levels. This could be due to the heavy menus found across all pages, which distribute a huge number of links across the main pages.
- 10. Ascendant Navigation: Checkthe Average Number of Inlinks for Top/Middle Tail Pages 10 Using a custom metrics, check the average number of inlinks (incoming links) for the first depth level of each segment. If your ascendant navigation is effective, the top/middle tail pages should be receiving a high number of inlinks.
- 11. Horizontal Navigation: CheckInlinks for Deep Pages 11 By filtering with respect to the segment that corresponds to your deep pages, check the average number of inlink they are receiving. In this example, the deep pages receive an average of 12.5 inlinks, but 435,609 URLs only receive one.
- 12. Internal PageRank Breakdown Usinga metrics table, check how internal PageRank is broken down for each segment. If your internal linking is cohesive, the PageRank must be primarily distributed to pages with the most potential. In this example, you can see that 19% of the internal PageRank is allocated to the “videos” segment, with low traffic volume.
- 13. Assessing Linking Breakdown Thisgraph lets you assess if your internal linking is evenly balanced. In this example, you’ll notice that 12% of the website’s pages only receive one inlink. 46% of the pages receive under 10 inlinks.
- 14. Monitor Outlink Volume Whilethere are no real restrictions in terms of the number of outbound links you can put on a page, check there aren’t too many.
- 15. Measuring Diversity inAnchor Texts Variations in anchoring is also central to linking. The more varied your anchoring, the more varied the URLs, semantically-speaking. In this example, you’ll notice that there is very little variation in the link anchoring.
- 16. Anatomy of anActive Page By playing around with the filters, you can see the differences in linking between an active and inactive page. In this example, an active page receives an average of 68.8 inlinks, compared to just 19.5 for an inactive page.
- 17. Check URLs withthe Highest PageRank It isn’t rare to find that some non-optimized URLs (contact page, legal notices page, etc.) have a very high volume of internal PageRank. Using the URL Explorer lets you check for anomalies by ranking URLs by PageRank.
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- 19. What is PageRankLeak? In your linking, you may link to not compliant pages or pages blocked by robots.txt, or you may use nofollow links. The PageRank for these links are lost as a result, and cannot draw on your SEO strategic pages, which is what we call “PageRank leaking”. Although it may not be possible to be entirely “leak-free”, it’s important you measure this phenomenon and restrict it as far as possible.
- 20. Assess PageRank Leaksto Non-Compliant Pages By combining filters and custom metrics, you’ll be able to assess PageRank leaks caused by links to Non-Compliant pages. In this example, 4% of the PageRank is funneled to Not Compliant pages that are useless from an SEO point of view.
- 21. Assess PageRank FunneledExternally You can also measure PageRank funneled to external URLs as well as PageRank redirected to pages blocked via robots.txt.
- 22. Follow vs. NofollowDistribution Understand if you are managing your internal linking strategy with follow/nofollows.
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- 24. Mobile-First Index andInternal Linking
- 25. Mobile-First Index andInternal Linking According to John Muller
- 26. Ensuring Mobile StructureCrawlability Make sure that: ● Your Mobile structure is not too deep, ● Each Mobile strategic page is receiving enough Inlinks, ● There’s not too much PageRank dilution in your Mobile Structure
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- 28. Javascript Indexation Issues Clienthad issues with indexing specific page types.
- 29. Increasing Discovery ofPages w/ JS After fixing JS loaded links, you can see where Google started crawling more often.
- 30. Improving Crawl Ratioof Strategic Pages
- 31. JS Websites andInternal Linking 10x!
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- 33. Tweak Links toNon-Compliant Pages The URL Explorer allows you to identify links to Not Compliant pages.
- 34. Investigate Nofollow Links Usethe URL Explorer to identify nofollow links.
- 35. Identify KPIs thatImpact SEO
- 36. Based on Impactof SEO - Identify Issues
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- 38. Subject Comment Measuring linking quality WithBotify Analytics, study: ● your descendant navigation: ○ Compliant/Not Compliant URLs by Depth, ○ Sum of Internal Pagerank by Depth by Segment, ● your ascendant navigation: ○ Average number of inlinks from the structure to the first depth level of each segment ● your horizontal navigation: ○ Inlinks for deep pages. You can also measure your Internal PageRank breakdown by segment, the average number of internal/external outlinks by segment, the variety in anchoring. Comparing diverse anchor text, linking etc. for active and inactive pages can also bring interesting insights. Recap (1/2)
- 39. Subject Comment Identifying PageRank ‘leaks’ WithBotify Analytics, study: ● PageRank leaks caused by links to Not Compliant pages, ● PageRank funneled externally (disallowed in robots.txt or Out of scope), ● Nofollow links distribution. Correcting Issues Corrective actions include: ● Deleting internal outlinks to Not Compliant Pages in the structure, ● Correcting internal nofollow outlinks in the structure. ● Diversify Link Anchor Texts Recap (2/2)
- 40. Follow us: @Botify- #BotifyWebinar Le Grand Prix du Search June 14th - Paris SMX East October 24th-25th - NYC BOTIFY COMES TO YOU! Tech SEO Boost November 29th- Boston Trophées Ecommerce October 15th - Paris Questions?
- 41. Thank you for yourattention Get in touch! [email protected]