Getting free traffic to your business blog or business website is difficult. Keeping that traffic (people) on your blog is also difficult, but there are a few things you can do to help make that happen.
The first is to write engaging content that people find useful and keeps them interested – this is always a winner.
Another is to create easy-to-use navigation menus which direct people to the pages you want them to see: sales pages, special offers, achievements, testimonials. Why make it difficult for people to find these things? Doing so could cost you money.
Yet another, and this ties in with guiding people to the pages you want them to visit, but also helps improve your search rankings, is to adopt an effective internal linking strategy.
The phrase is a bit jargony, but the idea is easy to understand – internal links point to your own pages on the same domain. You are in full control over the pages you link to, and the anchor text (the words that make-up a link) you use.
This is really important, and the bigger your blog, the more power these links have.
I’ve already used two examples in this post. Take a look at the first sentence again. The two phrases I’ve converted into internal links are: ‘business blog‘ and ‘business website‘.
These are important keywords phrases for us, as people looking for our services enter them into search engines, and whey they do, we want our site listed as high as possible. Linking to them from within our own site helps the chances of that happening.
I link to our sales (and other) pages whenever I can. The links guide our readers to more information about a particular topic, in this case, about a business blog or business website, but it also boosts the pages the links point to for the words in the link (the anchor text).
And while the links may not have the same power as a link from the BBC, the Guardian or Wikipedia, they do pass some link juice. Quite how much is another matter (nobody really knows), Google, and other search engines, keep this information secret.
Getting people to our sales pages is obviously important for us, and it will be for you too, but we also include internal links to tutorials, guides and information that existing clients and potential customers might find useful. Our beginner’s guide to Twitter is a good example.
We do this for the following reasons:
- We want to make sure Google knows about the page (it doesn’t automatically index, and retain, every page it finds: sometimes you have to send a reminder link) as we think it’s a useful resource for anyone new to Twitter. Linking to it from several or many of our pages tells Google we think it’s an important page for us, and we hope it thinks the same.
- Some of the people who land on our non-sales pages might appreciate the information enough to read more of our content, or perhaps become a client.
- To improve our search rankings.
- To guide people to the pages we want them to see, and to content related to the article they’re reading.
- We like helping people.
Is interlinking something you already do on your site? Have you found it helps? Please share your thoughts and experience in the comments section.