As SEOs we know that creating a regularly updated, engaging blog is one of the most common and beneficial SEO strategies. However, all too often we fall into the trap of managing a blog with high traffic but little to no conversions. A simple strategy to combat this lack of conversions is interlinking. Interlinking, put simply, involves adding relevant key page links within your on-site content. This enables you to utilize the blog as a means to build backlinks to equity pages and help drive top and mid-funnel conversions.
There are several benefits to this strategy. First, it’s free and completely controlled by you. Second, the more links pointing to a page – the higher its page authority. Finally, from a user perspective, internal linking helps aid website navigation – which can drive relevant traffic further down the funnel. However, it’s important to note that simply adding random product links throughout a blog post will likely not result in many conversions; all interlinking needs to be relevant and carefully thought out.
Check out these 5 successful interlinking strategies:
1. Gift Guides
Creating a gift guide is a creative way to showcase some of your brand’s best products and drive additional traffic to key pages. This content is fairly easy to create because it simply involves listing relevant site offerings. A solid strategy to consider when drafting these posts is to look at the past performance of your top-sellers and high-priority keywords. The most effective gift guides often utilize seasonality (Christmas, Mother’s Day, Valentine’s Day) and consumer demographics (gifts for mom, gifts under $50, etc.).
2. Product Linking within Existing Content
Adding relevant links to existing blog posts, especially those that have historically driven the most traffic, is a simple way to increase the likelihood of conversions. Many popular blog posts, particularly those that answer branded questions like “What is the best season to travel to Europe?” or “What are the best hiking shoes?” provide an untapped opportunity to showcase your brand’s offerings.
3. Side Navigation Links
Incorporating side navigation links offers site owners the unique opportunity to point readers towards key category pages as opposed to product pages or additional blog content. This is beneficial because category pages are often amongst a website’s highest priority. Side navigation can also help with overall SEO by increasing engagement metrics such as time on site, clickthrough rate, and pages per session.
4. Related Posts
Offering users who have finished reading a piece of onsite content an opportunity to view related posts or resources is a great way to increase time on site. If a reader has made it to the end of an article, this indicates a genuine interest in your brand and its content. Additionally, this is an opportunity to drive traffic towards your “hero content.”
5. Product Listicles
Creating product listicles is an effective strategy because they highlight key products while offering the reader useful or educational information. Traditionally, product listicles are a lists of products that are grouped in a specific and engaging way, such as, “best scarves for fall,” “8 tools you need for your deck remodel,” etc. The example above teaches readers how to make cocktails while telling them where to buy the tools.
Internal linking is a great, often overlooked strategy. However, there are still certain traps to avoid. First, don’t overload your content with too many interlinks. This will appear overwhelming to the users and dilute their experience. Second, be sure that all of the interlinks point to pages that make sense for a user to click. Random links will increase bounces, and our goal is to drive relevant traffic. Ultimately, many blog readers are in the awareness or consideration phase of purchasing – and funneling them towards relevant, high-converting pages may give them the push they need!