Your website architecture (the manner in which you organize and structure internal links such as a link to the About Us page of your site from your primary navigation) plays a crucial role with regard to how both search engines and users have the ability to navigate your website, with an ultimate impact on the ranking of your site.
Modern, high-end search engines utilize links for crawling the Internet. The crawlers that are eventually used by these search engines click on every link that appears on a page. This includes both external and internal links. This gives search engines the ability to locate your pages and eventually rank them in their respective indices.
Search engines like Google, too, use number of links for ranking query results, considering every link to be a vote of importance for a page, which is nothing but PageRank.
For this fundamental reason, the manner in which you link your web pages plays a major role with regard to how search engines crawl, comprehend, and rank your website. As a practitioner of SEO, how do you ensure that your site architecture is at an optimum level and that internal links are organized in the correct manner? Let us explore how calculating a metric called “Internal PageRank” can assist you with this task.
Fundamental Site Architecture and Internal Links Based on Navigation
There are two fundamental types of internal links:
- Internal links that form the navigational structure of your website
- Secondary internal links that successfully appear in context throughout your website.
Let us take a closer look at the former. The initial step in getting your internal links in proper order is to successfully organize common elements of navigation and strictly adhere to a well-organized website structure. The ideal recommendation is to create a classic internal linking structure and utilizing silo architecture as a basic foundation for internal links.
Now that your website has a robust foundation for internal links, let us take a closer look with regard to how these navigational links as well as internal links that exist in the appropriate context may impact how major search engines effectively crawl and rank your web pages. To gauge the overall impact with regard to internal linking, we must examine the internal PageRank of all web pages.
What is PageRank?
Simply put, PageRank is one of the algorithms put forth by Google. It “works by efficiently counting the number and quality of links to a specific web page in order to determine an approximate estimate with regard to the importance of a website.”
Defining Internal PageRank
Google calculates PageRank for each page in its index, effectively linking numerous pages within a website together, as well as linking several other websites to those pages. However, the basic idea behind PageRank (which is to determine the importance of a page on the basis of links from other pages) can be successfully applied across a large network or a smaller network subset.
For examining internal links, we will use the basic idea of PageRank to gauge the relative importance of every page on a single website. By stating “Internal PageRank,” we are not referring to Google’s algorithm but to a similar calculation of Internal PageRank for your website.
Before we precisely calculate Internal PageRank, crawling of the website is essential.
You should now have some idea with regard to how to structure internal links on your site. After establishing a fundamental structure for internal links based on navigation, you may begin to audit your website for the purpose of internal linking problems by successfully crawling your website and ultimately calculating Internal PageRank