Best ways to Develop Domain Authority With Deep Links
If you want to build an
authoritative website in search engines, one which ranks high across multiple
pages, then you need to create strong relationships among your pages.
In other words, you need to
create authority for specific pages, optimizing each page for a specific set of
keywords before that authority is lifted to the domain.
Here’s how to do that:
Link
a cluster of pages by topic – In other words,
strategically link pages about “Search engine optimization” to other pages
about “SEO.” Link pages about “social media tools” to other pages about “social
media tools.” If you link a page on social media tools to a page on SEO, then
that link will be less relevant.
Send
more links to one particular page – Inside that cluster, link
to one page in particular (what I like to call the hero page) from the other
topical pages. The percentage of links this page gets should be about four
times higher than the rest of the pages get.
Send
domain-based external links to hero pages – When I say external,
I mean pages outside of that topical cluster. This could be your Home or About
page. Think about pages higher in site architecture.
Avoid
cannibalizing keywords – Produce as many variants on a keyword
as there are pages pointing to the hero page. You will dilute the effectiveness
of a keyword if you don’t. For example, say I have a hero page on marketing
ideas for small businesses. And say I have 26 pages inside this topical
cluster: the hero page and 25 other supporting pages. It would be a mistake to
use the keyword phase “marketing ideas for small businesses” on all those pages
pointing to the hero page. Instead, you should create keyword variations on
that phrase.
Drive
external links to the hero page from relevant websites -
Backlinks are still the backbone of search, but getting other sites to link to
you is another story. You cannot control this process; you can only influence
it by attracting high authority links.
Locate
links high on a page - When creating links on the pages
supporting your hero page, the higher they are on the page, the more weight and
credibility they will receive.
Fix
broken pages - Like broken links, these can send bad
signals to search engines. Identify the broken links fix them or 301 redirect
to a better page.
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