Build More “Backlinks” with a Deep Linking Strategy

One of the more common bits of knowledge in the SEO business is the high degree of importance placed on external links that point to your page. The more links directing internet users to your page, the more ‘votes’ or strength your page enjoys with respect to the search engines. The more ‘votes’, the better your page ranking on search engine results.

Link campaigns though, can take a variety of forms – some of which have proven quite effective in attracting potential customers. Backlinks pointing to your web environment may be set by blogging, article marketing or through request to other page owners. Regardless of the method used, most beginning SEO practitioners focus their efforts on linking to their site’s main landing page. In doing this, they may miss significant opportunities to draw traffic to other important pages deeper in their website.

“Deep Linking” Web environments are usually comprised of several pages, including the main landing page as well as other detail pages. Organizations will frequently include product pages or pages that are dedicated to a specific product group or family. Optimizing the product page for a unique set of keywords and terms related to the product can attract additional traffic from the internet search engines. Linking directly to these pages is termed a ‘deep link.’

For example, a small business providing something like motor scooters and parts might then also have an ancillary business selling things like clothing, helmets and safety gear made for those that ride motor scooters. The savvy businessperson would then build a page in support of that product line and optimize it for terms like “motor scooter safety gear” or “scooter helmets.” This leaves the main page to serve terms similar to “Motor Scooters in Seattle.”

Advantages of Deep Linking Many site owners focus only on the main web page. Deep linking or setting links to the product page can offer many additional opportunities to build traffic and reach potential customers. The search engines will also begin cataloguing your pages individually. Search engines seem to like sites that provide a significant volume of detail in several different pages. Deep linking to the product pages help the search engines understand what that page is about and in the end benefits the site owner by earning good placement on search results.

Some newer enterprises have adopted the strategy of setting ‘deep links’ prior to engaging in a campaign to set links for their main page. By exploiting a small product niche, the company is able to attract some viewers, build some familiarity with the search engines and then go after more competitive phrases with their main pages. This seems to be the reverse of standard SEO methodology, but has been known to produce results.

Setting Anchor Text for a Deep Link Building traffic to a specific product page is no different than the standard SEO effort. Identify meaningful keywords, optimize the page for those keywords in the title and keyword strings, and then generate external link strength. Keywords for specific product pages will be significantly different from the main landing page. As all web page titles should be different anyway, this has to be done anyway. Then simply set your keywords in the keyword file and base your page headers using those keywords as well.

As you set blog links or embed links in articles you distribute, these same product keywords should appear and be linked back to that product page. A page with the title “scooter safety helmets” would be linked in the blog posts or articles using that exact same phrase. As the page then contains that phrase within the titles and text, the search engines will fully understand the content of that page.

Deep Linking to product pages when building external links either via blogging or embedding them in relevant articles is a necessary part of an effective Search Engine strategy. Most article directories allow setting a couple of links within your article, so there is usually opportunity to link to both the main page as well as one or two product pages. Don’t miss the opportunity to earn a little extra link strength to other parts of the web environment you’ve worked o hard to develop!

SEO Consultants Denver develop individually focused strategies to help businesses earn more revenue and drive up sales. For more information, please pay a visit to the SEO home home page or review the Denver SEO Consultants Blog. Start winning more customers today!

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