16 September 2014 - Issue #647
Welcome to the latest issue of the Search Engine Facts newsletter.

The links from other websites are a very important signal for Google's ranking algorithms. The links on your own website also influence the position of your web pages in Google's search results. This article explains how to optimize the internal linking structure of your website to make sure that search engines index your pages correctly.

In the news: Google expects a Penguin update in 2014, Bing releases a spam filter, HTTPS & disavow links, and more.

Table of contents:

We hope that you enjoy this newsletter and that it helps you to get more out of your website. Please pass this newsletter on to your friends.

Best regards,
Andre Voget, Johannes Selbach, Axandra CEO

1. How to use internal links to improve your search engine rankings

The links from other websites are a very important signal for Google's ranking algorithms. The links on your own website also influence the position of your web pages in Google's search results. This article explains how to optimize the internal linking structure of your website to make sure that search engines index your pages correctly.

Better linksStep 1: optimize the menu links on your website
The navigation menu of your website has a big influence on the linked pages as it appears on all pages of your site.

If all pages of your website link to your company profile page with the anchor text "About" then it's very likely that someone who searches for "about company name" gets this page in the search results.

Use your keywords in the menu on your website to show search engines that your pages are relevant to these keywords.

Step 2: link your product pages to the top categories

Breadcrumbs are a good way to link product pages to the top categories. Breadcrumbs provide a trail for the user to follow back to the main web page.

Step 3: link your product pages

Link from one product page to the other. If you sell sneakers and sports shoes, link from the sneakers page to the sports shoes page and vice versa.

Use meaningful anchor texts that contain related keywords to link from one page to the other.

Step 4: link your category pages

Links between the category pages on your website are an opportunity to pass authority to the category pages. In general, category pages rank higher in the navigational structure of a website than product pages.

For that reason, they can be more important than product pages. Link your category pages with keyword rich anchor texts that describe the categories.

Step 5: link your blog content to your product pages and category pages

If a blog post is relevant to a product or category page on your website, you should link to that page from within the body text of the blog post.

If possible, use the keywords for which you want to get high rankings. If that doesn't look natural, use a relevant anchor text that describes the product or category page.

If the link does not fit into the article, add relevant links below the regular text: "Related: this category page."

Why is all of this important?

When you optimize the internal linking structure of your website, you channel the link power and authority of your pages to the most important pages of your website.

Google understands contexts. If you use relevant anchor texts on your website, you will help Google to rank your web pages for the right keywords. A good internal linking structure will also help your website visitors to find the right pages more quickly.

Use the website audit tool in SEOprofiler to find the pages that require the most clicks to be found. You might be surprised that many pages of your website are hidden from your visitors.

If you haven't done it yet, create your SEOprofiler account now and improve the backlink structure of your website:

Improve the link structure of your website

Back to table of contents - Visit SEOprofiler.com

2. Search engine news and articles of the week
Google: expect a Penguin update in 2014
"In a video on YouTube, Google’s John Mueller announced a new Penguin update. [...]

The new Penguin update is expected to be a major update that will enable Google to run the algorithm more frequently. That means that people who cleaned their backlink profile won’t have to wait so long before they see a refresh."

StatisticsGoogle's John Mueller: moving to HTTPS & disavow links

On Twitter, Google's John Mueller answered a webmaster who was worried that moving a site to HTTPs might cause problems with the disavow links file of the domain. He said that there was nothing to worry about:

"The disavow file is processed continuously, that's no problem with moving to https."


Bing: URL keyword stuffing spam filtering

"We will not be giving out specific details on detection algorithms because spammers are likely to use that knowledge to evolve their techniques. I can, however, tell you that we look at a number of signals that suggest possible use of URL keyword stuffing, such as:

Site size, Number of hosts, number of words in host/ domain names and path, host/domain/path keyword co-occurrence (inc. unigrams and bigrams), % of the site cluster comprised of top frequency host/ domain name keywords, host/domain names containing certain lexicons/ pattern combinations (e.g. [“year”, “event | product name”], http://www.turbotaxonline2014.com), site/page content quality & popularity signals."


GoogleIs Google going to marry their Knowledge Base with their search engine?

"Google has been answering queries with its search engine for over 15 years, and has been showing us it can answer questions with facts from its Browsable Fact Repository and/or the Google Knowledge Graph. [...]

More recently, Google has been merging elements of both together as a single bundle."

No one should be moving their site to HTTPS for SEO
"You’re not going to see an increase in search referral traffic. You’re not going to see an increase in sales. Maybe in five years that will happen, although if it does then the entire world deserves to be sent back to the stone ages.

HTTPS isn’t going to save you from hacking, snooping, spying, man-in-the-middle attacks, or dreamy-eyed school-girl vampires."

Search engine newslets
  • Improved usability and performance with the newly updated change history page in Bing Ads.
  • German court orders Google to do better customer service.
  • Google Knowledge Graph now with “In the news” box.
  • Google makes fun of webmasters: Google rel=agent replaces authorship (not).
  • Google shows its own result pages in the search results (probably a bug).
  • How Google fails to enforce “first click free”.
  • Google tests search history export.
3. Recommended resources

Everything you need

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  • automatic weekly website audits
  • tools for keyword research and analysis
  • competitive intelligence tools
  • automated ranking checks
  • website analytics
  • tools for spam-free link building
  • link disinfection tool
  • social media monitoring
  • white-label reports (web-based and PDF)
  • and much more.

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Create a free trial account now or test the full version.

Back to table of contents - Visit SEOprofiler.com
4. Previous articles
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