Create Hub Pages Through Internal Linking

One of the more powerful technical/on-page SEO tactics, and fully within our control, is to create hub pages through internal linking. This improves keyword rankings for important pages that otherwise fail on their own.

Dennis Goedegebuure, who previously did SEO for eBay and Airbnb, mentioned that internal linking worked very well for pages with striking distance keywords, or those on the 2nd page of the SERPs.

Steve Toth’s SEO Notebook cites SEO Fight Club’s video lesson, going further by creating his own internal linking template. The gist is that you take linkable pages related contextually to the target page you want to improve, link among these pages, and then link each to the hub page. You also link to this hub from the body of the homepage, if reasonable.

I’d also suggest that the hub page be linked to from your navigation to reduce click depth. If this page is deeper in your site, you may want to add a subcategory dropdown so as to maintain a logical site structure. This demonstrates the value of this page to the search engines while passing link equity.

An extra tip… it’s important that these related pages accumulate backlinks, so think shareable assets like an infographic, a complete guide, or something that delves into a niche topic.

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