Quality and kinds of internal link

Internal links is classified into some kind of links. In order to build effective internal links, you have to know them, and how do they evaluated by search engines.

Kinds of Internal Links

There are following two kinds of internal links, both links are important, and links which does not classified into both of them is not appreciated so much.

Organizing site structure

There are links to organize hierarchy of the web pages. The bread crumb is one of them.

By showing search engines the theme of the page by site structure, they can correctly recognize the theme of the page, and evaluate highly.

Search engines detect page hierarchy by the link. The bread crumb is the main method to detect it.

Link hierarchy

The red colored link is ones which organize page hierarchy. The page links to the parent mutually, and links to the ancestors by one way link.

If there are multiple links which has this pattern, search engines confuse.

name of anchor

If you can not avoid this pattern, I recommend you to use the name of anchor tag. If the linked url has name, which is starts with "#", search engine can understand it is reference link.

Reference for relevant contents

A page has links to relevant pages, which show the reason, details, additional topics, and so on.

These links are evaluated very highly, if the liked page's content is relevant with same demand of searchers. The search engine has information about the demands and keywords.

Useless links

The links those are not categorized both of them are useless links. You have to reduce the number of such links.

If the relevant page but which is not for relevant demand is linked, it is not evaluated high. It is also a kind of useless page.

The common parts like footer, and links in blog archive pages tend to be such links.

Quality of the internal links

High Quality website has long duration when visitors read the contents. And website with long duration covers visitors demands properly.

The links lead to long duration

The website, whose average duration is long, has a lot of contents in a page, and has effective internal links.

The useful web pages precisely respond to the searcher's demand. Effective internal links guide them to the next page which responds the next demand, which occurs after reading the current page.

The search engines evaluates whether the page has this mechanism or not. In order to do that, search engines have to have data of user's demand.

How search engines learn demands of users

The search engine logs users' keywords which are input on search page, and also log the response actions. Some search engines other methods. For example, providing access analyser tools, sending action log of the web browser.

Log data

And by mining the data, they can create database of demands and keywords. A demand is represented by set of keyword, and they have relation ship with relevant demands.


The keywords of the demand is created from logged keywords the user input into search forms, keywords of titles and description of result with high Click Through Rate, and target page's content.

And relationship of the demand is created from access log. By tracing frequently clicked internal links' destination page, the pages demand and current page's demand is relevant.

Link's quality is based on keywords closed to demands

The relevance of linked contents is least fact of a high quality link. It is not enough. The high quality link is one which is actually clicked by readers.

Therefore they must have reason to click them, and that reason is the demand of readers.
High quality internal link

The high quality internal links points contents which have next demand. The demands are following ones.

  • Readers want to know more detail about something
  • Reason of the explanation
  • Next topics after reading current content

When we are aware of these things and write content naturally, high quality internal links are contained in your contents.

Internal links in the website

There are some types of internal links in the website.

Common parts (Header and Footer)

Common links are located in the header and footer parts. These parts are necessary, but is is not appreciated so high.

Therefore you have to design proper information structure, and put least ones there.

When you use keyword tags to group blog entries, you have to take care. It generates links to recommend next articles to read automatically, and the quality of the links are up to how you made the keyword groups. 

Bread crumb

Bread crumb is the most important link to organize page hierarchy. This part is generally generated by the content management system.

If you design proper information structure, it is generated automatically. Therefore the keywords on the bread crumbs are significantly important. You have to choose optimized word when you design target keywords and themes.

Links in body of the main contents

The most important link is this type of ones. When you use the Content Management System, it generate other links automatically, but it can not generate this one type.

Therefore building internal links is manual task that you have to do. Search engines like manually created contents, and they appreciate signals of such contents. And this type of links are one of the type of signals.

Statistic data of internal links

After evaluating links in each page, search engines evaluate the statistic data of them.

The quality of total internal links are quality of the entire website.

Please take a look at Evaluate entire websites with internal links, next.

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