Anyone working in an SEO job will know the importance of internal linking for ranking well in the search engines. Since the Penguin update, more emphasis lies on the importance of getting these links right.
Discussing the concept in a Whiteboard Friday session on seomoz, John Doherty from Distilled in New York says that caution is needed in key areas.
One area he identifies are footers, which many use to easily and seemingly relevantly get strong keywords in situ. However, the reliance on just a small selection of the same terms across all web pages and microsites, could now be damaging the best SEO efforts.
It is for this reason that a lot of caution is needed, along with a change in how to approach the setting of footers.
A more natural approach is needed, which not just rewards the user for landing on your page, but is clearly relevant to the page being linked from, and being linked too. These terms should change too and, this does not mean they have to change to different meanings, just different terms.
Essentially, it is all about being a little more creative with things; about being a little braver and trying new things. Proven techniques do still work but, they work less well. Leading SEOs today will constantly innovate their approach and, through that be rewarded in the SERPs.
Bearing in mind such rules will also hold you in good stead for external linking. This takes a little more work of course, and it is important to put checks and balances in place to regularly check relevancy and details but, well delivered, and rankings and user responses should be strong.
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