Posts Tagged ‘What is Deep Linking’
Building More Links Using a “Deep Linking” Strategy
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Building More Links Using 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.
There are many ways to set those links however, and some methods have proven highly effective in both directing new reader traffic your way, but also in improving your placement on search results. Setting these links either in blog comments or articles marketed to directories and other blog sites requires some thought. Most SEO efforts focus on setting links to the main landing page, but miss huge opportunities to focus link attention elsewhere in their web environment.
Deep Linking
Links set directly to product pages or pages other than the main organizational landing page are frequently termed “deep links.” Product pages within a web environment typically focus on one product or service or group of common products or services. Optimizing that individual page for its own set of keywords relevant to the need-serving characteristics of that product can offer the company greater exposure on the search engines.
A company selling motor scooter parts might have a product line for accessory items like helmets or ‘scooter’ clothing. A web page within the scooter web environment might highlight these items on a separate product page. This product page could be optimized for ‘scooter helmets’ or other specific terms, leaving the main page to focus on bigger terms – something like ‘scooter parts in Seattle.’
Advantages of Deep Linking
In an effort to increase the number of links pointing to the site, many operators keep their focus on attracting traffic to the main landing page. Deep linking one’s pages though, can offer multiple additional opportunities to attract traffic and to have the search engines look at some of your pages individually. Search engines like sites with a depth of knowledge and significant page volume. So the product page meets two SEO objectives: it expands site volume, and provides opportunity for specific in-bound page optimization and link building.
Deep linking also enables the web operator to highlight other keywords with directly focused content. Newer companies will frequently identify a few smaller product niches, exploit them, generate some traffic and link strength to the product page first. Once some traffic is generated, then attention is given to more competitive keyword phrases. This approach is backwards from conventional wisdom, but has worked on occasion.
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.
When blogging or embedding links in articles, use those same keywords to label the link. In other words, a link similar to “scooter safety helmets” that pointed to the scooter safety helmet page that contained the “scooter safety helmet” phrase in the page header and within the content, will help search engines understand that the page has information on scooter safety helmets.
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 so hard to develop!