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What is site linking?

To improve the position of the site in the search engine, you need competent optimization, including the placement of internal links. Website optimization according to the principles described below will increase the growth rate of position in the search engines Google, Bing, Yandex and others.

Re-linking of pages on the site works on the principle of placing links leading to sections of the resource on the internal pages of the site. These can be links in blog articles to each other, from secondary pages to the home page, in the online store from the product page to the pages of supplies or optional accessories.

Influence of competent linking on a site's position in search results

Place links on the site carefully. Their placement must meet the following requirements:

  • Organize convenient and simple use of the web resource. With a well-designed structure and well-thought-out placement, links allow visitors to quickly find the pages they need.

  • Links should improve the behavioral factor. The amount of time spent on the portal, the number of pages visited by users is taken into account by search engines. The higher this indicator, the higher the rating of the resource, the faster the positions grow.

  • Properly distribute the weight of the resource. Correctly performed linking will increase the weight of the necessary positions on the site, and therefore increase traffic in a natural way.

  • To increase your profits. Online stores often place “Buy with this product” blocks on their pages, inserting links to related products there. By clicking on the links, customers see that they can immediately provide their purchase with a case, charger, and other accessories and buy them. When selling clothes, you can post a link to shoes, belts, bags, jewelry and other additions to your wardrobe. This increases the profit.

These are the basic rules, knowledge of which is necessary to understand the importance of competent linking of site pages.

Creating the correct internal linking of a web resource

Creating the correct internal linking of a web resource


Some rules change over time, but blunders remain the same at all times.

What should not be done under any circumstances:

  • Create circular links. The link cannot go back to its own location. If there is a general menu on site pages, links related to this particular page should be inactive when the user is on it.

  • Only one hyperlink is allowed on each page.

  • Anchor links include keywords. It is pointless to put anchor words that are not related to the topic of the page.

  • No need to put more than 50 links on one page. The main menu link does not count, search engines understand their purpose perfectly. The rule "no more than 50" applies to articles, news, product descriptions.

Overloading the page with links distracts the user's attention and leads to a deterioration in the site's ranking.

Features of placing links on the home page

A necessary condition for competent linking is the placement of mandatory links. Each page of an Internet resource should have a transition to the home page so that the visitor can view the basic data at any time.

The home page contains links to the main pages that provide basic information about the purpose of the resource. For online stores, links to categories will be relevant, news portals will need other categories - by topic, time or place of origin of news.

Adjustment of the linking rules in 2020  

Search engine algorithms change frequently, and the rules for placing links should also be changed in accordance with them.

Here are some figures for 2020:

  • The anchor of the link should be the relevant text of the article to which it leads. A good option would be to use the title of the article as an anchor.

  • The link at the beginning of the text and the title of the article has more weight. The links at the bottom of the text may not catch the eyes of the user if the article does not seem to match the request, so Google and Yandex pay great attention to links from the top lines of the text or title.

  • The increase in the number of links with keywords can be mistaken for spam by search algorithms.

Hence the conclusion - do not get carried away with keywords unnecessarily, but neglecting them will also not benefit the resource.

If you take sites where interlinking works really well, it is sites with a lot of pages, most often an online store.

Every online store has a lot of category, subcategory and product pages. Each of these pages has its own relative weight. It should be directed to more important pages that will attract more traffic.

How to implement linking?

There are two ways: place contextual links directly in the text or make a separate block of links on each page (see "More useful content" under this article).

Finding automatic scripts for linking internal pages is easy; there are also standard scripts or plugins for popular CMS.

For example, the Simple Links plugin for Wordpress does everything in a semi-automatic mode.

Implementation methods using the example of an online store:

Product ↔ Product

Product ↔ Product


Home → Section / Subsection


Home → Section / Subsection


Home → Product


Home → Product


Linking option in the menu structure

Linking option in the menu structure

We analyze the linking of all pages of the site using the SEranking service

For a deeper analysis, go to the "Scanned pages" tab.

List of scanned pages


To check the linking, we need the Internal Links and Referring Pages columns. Scroll the table to the left to find them. Or, for convenience, you can leave only these two columns, and hide the rest. To do this, click on the Columns button, in the window that opens, "close" all unnecessary parameters and click Apply.

Filter displayed columns in SE Ranking


Now for each URL we see the number of outbound links to other pages of the site (Internal links), and the number of links on the site leading to this page (Referring pages).

Crawled page link data


Data can be sorted in ascending / descending order. So, for example, you can find out which pages the least number of links lead to, and, if necessary, strengthen them. The maximum weight will be given to pages to which there are a lot of links and from which there are fewer links.

The tool has the ability to filter data if you need to filter links by certain parameters. For example, pages of one category with a given number of internal links and referring pages.

Page filtering options


There is an Export button next to the Filters button in case you find it more convenient to work with data in Excel.

By clicking on the data in the columns, you can see which internal links are on the page and from which pages the links lead to the selected URL.

Open link list


In the window that opens, in addition to the list of links, their parameters will be available. You will be able to check if the links are working, if they contain the nofollow tag, what are the anchors of the links, etc.

List of links and their parameters


Having all the necessary data, you can easily optimize the linking of your site. Decide how you want to link the pages, and SE Ranking will provide all the necessary data.


It is not difficult to carry out competent linking of the site, but it is a very effective technique. The position of an Internet resource can improve by 50% with just one link placement. Regardless of the engine, direction, site design, it is necessary to place internal links taking into account the convenience of their use, both by the user and by search robots. This formulation of the problem will help to find internal logic and place links with the greatest benefit for the resource.

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