Understanding the importance of links in content

Content is king. It always has been and it’s only going to become more and more powerful as the search engine algorithms continue to develop and improve over time. With Google now reaching a stage where it can delve into factors such as contextuality and value of the content on a page, it’s never been more important to develop a deeper understanding of how content works in 2021, particularly when it comes to links and the way that they’re used. 

Here at Embryo, we’re complete content nerds; check out our blog page to learn more about the value of long-form content for SEO and user experience, or give us a call today to discuss your content strategy. 

Internal linking is key

We can’t stress the importance of internal linking enough. Every site that performs well in the search engines knows how to use internal links to its advantage and there are very few examples that buck this trend. This is because internal linking helps to build strength and relevance within your site, creating a more intricate designed web of connections between pages which offers the search engine far more contextuality for the content with each link that is followed. I like to think of internal links as a way to showcase your knowledge on a topic – the more places you’re able to link to within your own site which offers further information on a related topic, the more you understand about the topic and the more value you’ll be able to offer on this topic

But why is that important? Well, we live in an age where consumers know how to research before they make decisions, which means it’s likely that before a user signs up, makes a purchase, or contacts you, they’ll head off to do their own research first. This can often mean that the user leaves the site in search of the information that they need. However, if you’re able to offer this information right there on your site, you not only keep the user on the site for longer, but you start to become a reliable source of knowledge for the user. This makes the potential customer or client feel much more comfortable opting for your service or products, as you’ve demonstrated a fantastic level of understanding when it comes to your industry. Just think, you’d much rather take medical advice from a doctor than a painter, and the same rule applies when you’re browsing online too; you’re much more likely to trust an expert than those who aren’t as confident, informative, and knowledgable. 

External links – think of the value 

Many myths surround the topic of external or outbound links, which can often be one of the major factors that hinder a content strategy. If you’ve been listening to the wrong sources, you may have been told that external links out from your site can reduce your strength or that it dilutes the value of your content, but this could not be further from the truth. Outbound links do not “drain” the power of a page at all, as they are not technically seen as a ranking factor, according to John Mueller, a Google expert. This means that using an outbound link will not harm your content, but having a link out to a page that’s informative, useful, and impartial can help to give the user much more value from your content, which can again be a huge factor in building trust between your business and people who visit your site. 

If you’re ever sceptical about this, think about Wikipedia and Google – these are pages that link out to other pages more than any other website in the world! If sites as intelligent and impressive as these two are utilising outbound links to their advantage, you should be too.

For more information on how you can improve your content and SEO strategy when it comes to linking, be sure to give our team a call, where they’ll be able to chat through the importance of an intelligent digital strategy and help you to get the most out of your online presence.


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