An internal link is something the user clicks on or taps to get to another part of your website. Internal links may be indicated by a button, an icon, or group of underlined blue words called anchor text.
When used correctly, internal links make your website a lot more user-friendly. They also improve SEO by telling Google how your site is organized and increasing the number of pages that get indexed.
Internal Links Enhance the Buyer’s Journey
Inbound marketing attracts new clients to your website through organic searches. Someone who wants to solve a problem will search Google to learn more about their options. This begins their buyer’s journey.
By aligning your content with the needs of your target audience, you can direct new clients to your website. When someone visits your website, you want to convert them. If they leave, they probably aren’t coming back.
When a potential client is directed to your website, they’re already somewhere along the buyer’s journey, which goes from AWARENESS to CONSIDERATION to DECISION.
If a user is in the awareness stage, they’re still learning about their problem and discovering how an attorney can help. For example, the user might search “What to do after an automobile accident?” If they find a well-written page that provides them with useful information, they’re going to want to keep reading.
If the page about what to do after an automobile accident clearly explains that having the right attorney on your side will help you get a better settlement, it may convince the reader to click on the anchor text marked automobile accident attorney.
If your Automobile Accident Attorney page convinces the reader that you understand what they’re going through and you know how to help, there’s a good chance they’ll fill out the intake form, or better yet, pick up their phone and give you a call.
How Internal Links Improve SEO
Strategically placed internal links don’t just increase client conversions. They also help Google understand how your site is organized. When Google visits a page on your site, its crawlers follow all the internal links. And then Google indexes the pages it visits to make them visible in google searches.
If your website has a sensible layout, the internal links will inform Google about the relationships between individual pages and posts. Links also increase PageRank by spreading SEO equity throughout your website.
Properly designed and implemented internal links provide vital information to Google, including:
- Site architecture
- The relevance of pages
- How pages relate to each other
- New pages to index
Internal Links Convert Clients
When someone comes to your website, they’re trying to solve a problem. Your website is like a salesperson — it needs to convince readers that you understand their situation and you have what it takes to make things better.
Like a good salesperson, your website will anticipate and alleviate potential concerns. For example, a parent who’s experiencing a divorce will probably want to know more about how custody laws work in their state.
If they discover a link on your Homepage to a page about joint custody laws in Ohio, they’re probably going to visit it. And if that page gives them useful information, they’ll be more inclined to trust you and a lot more likely to choose you as their attorney.
At SLS Consulting, We Know SEO
Internal links can be a great tool for converting new clients. SLS Consulting, Inc. is a full-service marketing agency that has everything you need to stay ahead of the competition.
Call SLS Consulting, Inc., at (323) 745-1806 for a FREE consultation today. Let’s grow your business together.
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