Internal Links

Internal Links - SEO: Example of poor On-Page Optimization, where important webpages remain buried within the site's hierarchical structure

Exhibit 25.15   Traffic flow to Workshop pages is constrained since these pages are buried within their sections.

On-Page Optimization: Inter-linking pages enhances manoeuvrability so that users can easily navigate, and the site can effortlessly lead customers down the conversion path.

Exhibit 25.16   Traffic to workshop pages improves substantially through links placed in the home page and at the footer.

The depiction of the Studio Fine Art website shown in Exhibit 25.15 has the home page at the top level of the site’s structural hierarchy. This is the primary landing page, and the pages at other levels are linked via the top menu.

While this exhibit depicts a logically structured site, it fails to optimally channel traffic to the pages describing the workshops and the artists. These pages which remain buried within the structure’s hierarchy are the most important pages, considering that the site’s purpose is to promote the workshops and the artists.

A website is multi-directional platform that should not be organized linearly like a physical brochure. Inter-linking pages within a website is important to enhance manoeuvrability so that users can easily go where they want to go, and so that the site can effortlessly lead customers down the conversion path.

It is important for the Studio Fine Art website that additional links are planted to lead customers to the workshops and artists. As shown in Exhibit 25.16, links to these pages should be placed within the body of the home page. And they should also appear in the footer.

Since the header menu and the footer appear on all pages, it ensures that wherever users go within the site, there are at least two routes leading them to each of the workshop pages. Moreover, because these additional links are keyword rich, they further improve the site’s ranking on search result pages.

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