Linking for SEO

Linking in SEO articles

Chances are you've noticed by now: we link a lot in our articles. Whether they're internal or external, links are a key part of effective SEO. Let's look at how, why, and where to link.

So, first things first. Here are some key terms that'll come up:

• Internal hyperlinks: links that take the user to another page on your site. For example, from the homepage to a blog article.
• External hyperlinks: links that take the user to a page on a different website. For example, sourcing your statistics by linking to a survey.

You'll also come across the term backlinks, also known as 'inbound links.' They're created when one website links to another, indicating your site's popularity with users and boosting ranking position and visibility.

When it comes to SEO, inbound links are the ones you want to be focusing on. They're essential to SEO and can really increase your site's authority in the SERPs.

External hyperlinks should be used with care. Make sure you're only linking to sites that are:

• Necessary: the more external links involved, the more likely it is that a reader will leave your site
• Trustworthy: if you're linking to a source, make sure it's reliable. Make sure the page you're linking to is secure, otherwise it might damage your website's reputation.
• Not a competitor: it won't help your client's ranking to be linking to sites competing for the same keywords! You want to keep target customers on your website.

Anchor text

⚓ Anchor text is the word or phrase that is hyperlinked in your article.

Why is it important?

In short, anchor text provides context to both users and search engines. It's also a way not to include the URL, by tagging content to words that fit with the rest of the piece.

Your anchor text should be:

• Relevant: it should be a natural step for the reader to follow the link, keeping to the same topic.
• Keyword-rich: but don't shoehorn keywords in if they don't fit.
• Descriptive: for search engines to correctly rank your page, you need to make it clear what you're linking to.
• Concise: anchor text must be eye-catching and to the point.

Finally, you don't need to hyperlink the whole phrase. Just the most relevant, keyword-heavy words.

💡 Top tip! Remember to avoid hyperlinking unnecessary spaces, punctuation or additional words. The space before the first word is a common mistake!

For example:

• NO: 'Click here to find more information on this topic.'
• YES: 'Want to discover more? Check out our latest guide on reducing your carbon footprint.'

Notes: The repeated "Linking in SEO articles" slide title appears once, as the H5. I added the missing closing quote and period at the end of the YES example, and a period after "survey" in the external hyperlinks bullet. The ❌ and ✅ icons in the example are my addition to match the style of the emoji lesson; remove them if you want the original NO/YES only. This text may continue on another page, so send the rest and I'll continue in the same format.