How to Gain Authority & Stay Relevant – Internal Linking Overview for Small Businesses

In this age of information, consumers have become keener on where they get information from. Whenever they ask search engines about something, they don’t just read the first thing that pops up. Instead, consumers try to look for the best information from a pool of websites. And, every time a website is picked as the source of information, its authority rises. So basically, sites that appear on the top of SERPs usually have a massive chunk of authority. So you may be asking how to gain authority for now? Read more to know!


Many methods on how to gain authority have been out; however, one of the most popular is through the use of internal links.


Importance of eCommerce Internal Links to Search Engine Optimization

Understanding Crawlers

A web crawler, also known as a spider or search engine bot, is an online entity that downloads and indexes content across the internet. The primary purpose of web crawlers is to scan through every web page and interpret and learn its content. It does this so that the information collected can be retrieved when it’s needed.


They’re called “web crawlers” since crawling is the technical term for automatically accessing and obtaining data from a website. Don’t think of this in the wrong way. Try to look at it this way: imagine the crawler as someone who collects all notes on a subject for an entire year and organizes them according to a topic. 


At the end of the year, if you’ve got a question about a particular topic, the crawler will then look for the answer to your question and bring out the notes that can provide you with an answer. This is how crawlers work. They will take all the information on your website, store it in a “library,” and bring out your site in the SERPs if your website has the answer to a question in the search engine.


Internal Links and Crawlers

Now, you might be asking, “what do internal eCommerce links have to do with crawlers?” Simple. Internal links help crawlers go deeper into your website and index all your web pages. The more a crawler ‘crawls’ your website, the more information it can get, and ultimately, the more it can display your website on SERPs.


To ensure that your website is crawled correctly, all your internal links should be crawlable. This is one of your top priorities so that all the information about your content will be gathered by crawlers and will be placed in the ‘virtual library.’


Anchor Texts

An anchor text is the clickable part of a link, usually different in color and underlined. These texts are where web admins attach the link to another location on a website or outside. Regardless of how it is used, optimizing anchor texts can significantly affect your website’s ranking. 


These texts are essential since they give both crawlers and users an idea of what to expect on the other side of the link. Through anchor texts, crawlers will also be able to get an idea of your website’s whole structure and the keywords you’re ranking for. That is why when optimizing anchor texts, make sure to follow these steps to ensure that you get the most out of them.


  • Choose meaningful text – make sure that the text you use will give crawlers and users an idea of what they should expect once they click the link.
  • Avoid using naked URLs – even though it won’t create any problems, it’s not considered a good practice. So, refrain from using it as much as possible.
  • Write short anchor texts – too many words will make it difficult for search engines to understand.
  • Format links differently from the normal text – make sure that users quickly notice the links. Placing links that have the same format as the text surrounding it won’t make sense.


eCommerce Internal Links as Foundation of Online Authority Building


Can You Pass Authority?

Yes! Page authority can be passed through links. Whenever a page links to your website, they can pass some of their page authority to the page they linked to. However, not all sites pass the same amount of authority. The amount of authority (link juice) that your eCommerce website will receive highly depends on the authority of the link source.


To understand the concept of link juice, take this example: Suppose your eCom site sells clothes for children and two sites linked to the same page on your site. Site A is Nike, and Site B is a local clothes store. Which would you value more? The one from Nike or the local clothes store? As users, you would value the one from Nike since you know its authority in this industry is way more significant.


High authority pages can have a lot of link juice to pass as compared to low authority pages. In fact, a link from a high-authority page can be worth a thousand times a link from another page.


Internal Linking for Higher Rankings

It is also possible to spread link authority throughout your website. If one of your pages has high authority, you can share its link juice using internal linking. 


Internal linking is when you include links in your content that connect to your pages with lower authority. Unlike external linking, where you pass authority to another page on another person’s website, internal linking passes link juice between your pages.


Another purpose of internal linking is to help crawlers find your most important pages. If the bots notice that you are linking to a page too often, they will consider it as one of your most valuable pages. Plus, internal linking will help the bots navigate your whole site and map out your site structure with ease. 


The bots will also be able to tell which pages you’ve linked are relevant and which aren’t. Once a search engine sees all the relevant connections you made, it is time to rank your content. The more relevant your content is, the higher your ranking will be.


5 Easy Steps to Gain Authority

  • Optimizing On-Page Content

One of the easy ways to gain authority is through quality content. If you ensure that your content is very informative and trustworthy, people will use your site as the primary source of information. If you have quality content, organic traffic will be your friend. Once you’ve established authority, your next goal is to publish more content to increase internal linking opportunities.


However, creating top-quality content isn’t the only way to optimize content. You can also include variations of the main keyword you’re ranking for, keeping all permalinks short and relevant, and optimizing title tags, image alt tags, and including a sidebar that features recent and related posts.

  • Improve Internal Linking Structure

Your internal linking structure dictates how easy it is for users and crawlers to navigate your website. If your eCommerce site structure is unorganized, how do you expect users to stay and engage with your website?


Imagine a user who has burrowed deep within your blog posts and suddenly feels the need to return to the homepage where he saw content that he wants to read. But, upon scanning the current page he is on, he couldn’t find a link to the homepage. This will upset the user and may cause him to leave.


With a proper internal linking structure, a user will be able to go back to the most important pages, even if they’re already deep into your website. Plus, a good structure will also help lead users to all your essential pages, even if they started at a low-performing page.

  • Remove Broken and Bad Links

From time to time, you should perform link audits to search for broken or toxic links. This will allow you to fix broken links, which may lead to poor rankings. Remember that it isn’t only broken links that you should be after; you should also search for backlinks that might be damaging your domain authority. 


It wouldn’t be good if a site with a bad reputation will link to your site, so if you spot one, remove the link to your site. Also, check for links in your site that link to harmful websites. You should remove it too.

  • Enhance Website Performance

Poor-performing websites tend to rank lower since users don’t get engaged. When a site loads slowly, chances are, users will immediately leave the site without even seeing the content. You should also ensure that all elements are in place when the page loads. 


Another way to enhance website performance is by preparing a mobile-friendly website. This way, even phone users will be able to maximize the use of your website.

  • Implement Marketing Strategies

Increasing your online presence is an excellent way to build authority. In recent years, the use of social media platforms has become more prevalent in advertising eCommerce websites. To get more customers, try using the power of social media to increase visibility.


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Boost Your Page’s Authority

Every successful website out there started as a low-authority website without knowing how to gain authority. However, through effort and consistency in implementing internal linking and marketing strategies, they reached where they’re now. That goes the same for you, it may be complex and time-consuming now, but as long as you follow your link-building strategies along with SEO principles, your site will soon be successful too!


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