Weekly SEO news: 30 June 2020
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1. Official: the impact of internal links on your rankings on Google

The internal links on your website do have an impact on the rankings of your website on Google. Google's John Mueller confirmed this in a Google Webmaster Central hangout. He talked about internal linking best practices and shared information about the impact of internal links.

Video: internal linking

What are internal links?

Internal links are links that go from one page of your website to another page of your website. The words that you use in these links help search engines to understand the context of the link. These linked words are called "anchor text" in SEO.

If the anchor texts contain particular keywords, it's more likely that the linked page will be ranked for these keywords.

What happens if you have two equally important pages for a keyword?

That's what a webmaster asked in the webmaster hangout:

"Let’s say I have two strong URLs about cheese in my website. One is an e-commerce page where you can buy cheese. The other is a complete guide about cheese.

So two different pages talking about the same topic, but both really relevant. What’s the best practice for internal linking?

Is it okay to link to both pages using the same anchor text cheese? Or should one be linked differently?"

John Mueller said that internal links are very important and that Google gets the context from both the anchor text and the linking page.

"Internal linking helps us, on the one hand, to find pages. So that's really important. It also helps us to get a bit of context about that specific page.

And we get some of that through the anchor text from the internal linking, and some, of course, from understanding where these pages are linked within your website.

So with regards to that, thinking specifically about the anchor text here, I don't think you need to do anything specific there if you're already linking to those pages. If you're using a reasonable anchor text or for 'cheese,' in this case, that sounds perfectly fine."

Of course, you can always improve the anchor texts for your users:

"I don't think you need to change the anchor text to be, 'Buy Your Cheese Online Here,' and it's like 'The Ultimate Guide To All Types Of Cheese' here.

It's something you could do if you wanted to, if you think it makes sense for your users."

In general, it's best to use anchor texts that describe what users will get on the linked page.

Fewer pages can be better than more pages

John Mueller also said that fewer pages can be better than many pages if you want to avoid cannibalization.

"I think it's always kind of a tricky situation when you have multiple pages on the same topic or multiple pages for the same keyword, in that people often worry about cannibalization, which essentially means that you have multiple pages ranking for the same term.

And maybe you would be ranking better if you had just had one page ranking for that term. That's definitely something legitimate to think about.

And from my point of view, I generally prefer to have fewer pages rather than more pages."

If you have different pages that deal with exactly the same topic, better use one page. If the pages are different (a commercial page about cheese and an informational page about cheese) then it's better two have two pages.

What you should do now

John Mueller says that you should use 'reasonable' anchor text. That means that the anchor texts should say what the page is about. The website audit tool in SEOprofiler checks if the links on your website are intact and you also get the most popular internal anchor texts on your website.

The website audit tool also checks your web pages for errors that have a negative impact on your search engine rankings:

Check your website now

Stay safe during these difficult times!

2. Internet marketing news of the week

John MuellerGoogle: random/unrelated links aren't necessarily bad

"Google's John Mueller was asked if one should disavow random or unrelated links pointing to his site. The question was "if a domain has a lot of irrelevant links that are not related to the service the site offers would you suggest to disavow or contact the site owners and get them pulled." John said just because the links are random, it doesn't mean the links are bad.


Google: You cannot control where Google crawls you from

"We know Google almost always crawls from the United States of America. But sometimes Google can send out its army of bots from other regions. You can not explicitly request Google to crawl from a specific region or location. Google does this on its own. Of course, you can try to block GoogleBot but that is not safe.


John MuellerGoogle's John Mueller: there's no need to force daily crawling

"Across the whole web, Google almost never crawls URLs daily. Crawling is not a measure of importance or relevance. There's absolutely no need to try to force daily recrawling."


Google: Structured data does not help us trust authority or expertise of content

"Google's John Mueller said again that using structured data does not give Google something that it can rely on for saying a page or piece of content is correct, trustworthy and authoritative. [...]

Google basically measures this based on if like 95% of the content on the web says X about a topic and goes Y deep, but if your content doesn't match that - then Google might not trust it as much.


+++ SEARCH +++ ENGINE +++ NEWS +++ TICKER +++

  • "People also search for" carousel on Google search results for desktop.
  • Google: There are many ways to create fast websites (not just AMP).
  • How Google’s review attributes expansion impacts local businesses.
  • Google adds Podcasts, recipe cards to Assistant Snapshot feed.
  • Google MyBusiness does not allow general political, social commentary, or personal rants.
  • Google Street View now features clickable Google Maps icons.
  • Google Search Console data is based purely on Google Search, it wouldn't be affected by the choice of browser.
  • Google to invest up to $2 billion in Polish data centre.
  • Google is highlighting businesses that have utilized the new support/gift card feature on the Google Maps app.

3. Previous articles