If you take a close look at the average company’s website, one of the things you’re most likely to notice is that every page features a link—either to another page on the site or to another website. If you now turn your attention to your own company’s site, you’re likely to have a simple question: “Where do I link?” These are the three elements of linking that you should focus on for your website’s content:
Internal linking can benefit your site in a number of ways—it keeps your visitors on your site by giving them somewhere else to go, it helps search engines index your pages, and it makes your site more usable by making your pages easier to find. It’s important to use internal linking in a natural way—only link to pages that are relevant in the context of your content, and don’t overload any page with too many internal links.
While some companies are wary of linking to outside pages, it can be effective if you do it sparingly—and if you only link to quality sites. If you’re referring to a statistic, for example, linking to the original study will reflect well on you. Linking to other sites can also serve a useful purpose: encouraging them to link to you!
When you get links from other websites to your own, it’s known as link building. Link building is one of the most effective ways to boost your search engine rankings; the more quality sites link to yours, the more highly Google is likely to rank you. The best way to achieve this is to create high-quality content that other websites will be happy to link to.
The more you spread the word about your company by creating and distributing impressive online content, the more likely you are to achieve the online results you’re looking for. Creating high-quality, original content is a challenge—and it’s a challenge that Pennington Creative can meet. Our creative team has experience writing web content for a wide array of different industries, from medical to real estate. To learn more about the services we offer, don’t hesitate to contact us. For more information about best blogging practices, check out our previous posts in this series, which provided tips for creating shareable content, an overview of alt text, and guidelines for keyword use.