in Link Building by Jeffrey_Smith

Most pages in your site are limited to being placeholders due to lack of external link weight. After your internal links are SEO friendly, it’s time to shift the focus to the quality and quantity of deep links / link per page.
link-building-ratio
Why is it that the home page is typically the strongest page in a website, but also the page with the highest bounce or exit rates? Here are a few reasons for consideration:

(1) Because the home page has the highest concentration of internal and external links (which signifies it as the dominant page) as viewed by search engines.

(2) Because the sheer link weight of the page allows it to rank for ambient keywords from supporting pages (which may or may not be properly optimized) to capture the ranking on its own merit. We dub this in-house as “the ghost ranking” (which is known to appear and disappear frequently).

(3) Because as a default, the domain root level is always presented prior to referencing any other page in the site.

Regardless of why or how the homepage ends up with the crux of link flow, in most instances it does, which can leave a site unbalanced if left on its own uncorrected.

In some industries and circumstances having a high concentration of links to the homepage is acceptable (typically with older sites as this is considered normal). However, for more competitive rankings, the real value of SEO is to develop continuity between pages and sculpt the way that each page bestows its gift of buoyancy on to other pages in need.

Capturing a competitive term can boil down to (1) a page with a prominent amount of internal links (2) multiple pages in a theme shifting their ranking factor to a preferred page (3) a high concentration of external links or (4) any combination of the above.

If you can’t get your hands on premium SEO tools to map internal or external link ratios, Google Webmaster Tools link / tab can quickly provide you with a bird’s eye view of your sites internal or external links which you can download into an excel CSV file.

From there, the exercise is, to see if you can push each page across a threshold and get it off the bench and in the ranking game on your behalf. SEO is about adaptation as each keyword has a different tipping point (i.e. 5 internal links from prominent pages and 20 external links with the ideal keyword in the anchor text, etc.).

We know the value of internal linking, but how much is enough for a pages deep link ratio. I personally prefer 30-35% of the links to flow to the homepage and the remaining balance of links in a website to be distributed in order of importance to your subsequent landing and supporting pages.

Within this framework, ensuring that the top landing page or sub folder is not deeper than 4 folders away from the root (or sufficiently linked through sitemaps or similar link schematics). You should then find the proper array of seasoned links (pages that are relevant to the ideal keywords) via fresh links, internal links as well as any link that passes value to sculpt and groom your new secondary landing pages (for specific keywords).

Trust and age also have a distinct place in this formula, so don’t even consider building links like the Wild West and inundating your site with deep links (just because you think that’s all there is to it).

Achieving a natural link velocity without tripping a filter is important. Also, keep in mind that each keyword has a distinct tipping point where it springs into action and starts to appear for various shingles from the page.

So, say the highest co-occurrence on a pages content is for SEO Services or SEO company for example, you need to ensure that you have enough on page link weight supporting keyword modifiers related to those shingles as well as external links with those keywords in the incoming anchor text to elevate them over your competitors.

If that page is still lacking the needed on page and off page continuity to punch a hole in the barrier to entry, it can still pass on the ranking factor back to the homepage as Page Rank flows upward in a site.

Traffic for traffics sake is not always the solution, you want specific pages to appear to gain the benefit of their value proposition and tailored call to action. So, in essence you must link out from the homepage (as the ideal backlink) to the new landing page and then continue to develop its link per page /deep link ratio.

For competitive phrases, this can require dozens or hundreds or links to a page via deep links from other sites or even thousands depending on the other sites in the top 10. The grandfather effect of (page or domain authority) occurs for aged domains who have earned their right to be there. However, this does not mean that a virtual newcomer cannot balance the on page, internal link and external link ratio to take the crown for a specific competitive keyword.

As a benchmark, consider the following criteria.

The homepage or website is 60% relevant for the keyword/term then on the most suitable page in the site, a suitable page infers that:

(a) The keyword is in the URL structure such as www.domain.com/keyword-name.html
(b) keyword is present in as the most relevant title [ keyword, modifier, brand statement or website name ].
(b) h1 tag emphasizing [keyword].
(c) Keyword appears with enough co-occurrence on the page (surrounded by modifiers in the context of the document in the beginning, middle and end of document).
(d) The keyword is present in a link, bold or bullet list.
(e) and if keyword is present in the meta description all contribute weight to the ranking.

Once all of those criteria are in place:

(1) Try building links from relevant pages internally as well as getting at least 5-10 links to that internal page from other sites to capture a local search ranking.
(2) Use 20-50 links for a moderately competitive keyword or phrase (10-70,000 competing pages) as defined by Google “in quotes” from a Google search or
(3) If the keyword is very competitive you may have to dig in over the course of months and keep reinforcing it with internal links at every opportunity and develop or build 1000 or more links to the page to give it the needed on page and off page link quantity / synergy. 

Read More Related Posts
How do Term Frequency and Inverse Document Frequency Determine Relevance?
To understand SEO, you need to understand two things (1) the search behavior of motivated buyers and (2) what search engines deem relevant. Common sense coupled with insight to the ...
READ MORE
What is the Purpose of SEO?
Life is about cause, effect and purpose, search engine optimization and using a search engine are no different. When you take the experience of a normal search into account, it ...
READ MORE
Screen Capture from SEM Rush
Let’s face it, there are only 2 kinds of rankings for SEO, (1) the ones you meant to do on purpose and (2) the rankings that appeared unintentionally that still ...
READ MORE
Link Optimization and Optimal Link Architecture
The value of creating optimal internal link architecture to define your preferred destination/landing pages to search engines is priceless for SEO. How you link to yourself from page to page matters, ...
READ MORE
Title Tags and SEO
The power of a good title can make or break subsequent SEO efforts. With millions of pages being added each day, user agents *a.k.a web crawlers or search engine spiders ...
READ MORE
The Phases of SEO Part I
According to Wikipedia - A phase is one part or portion in recurring or serial activities or occurrences logically connected within a greater process, often resulting in an output or ...
READ MORE
SEO Ultimate 1.4 From SEO Design Solutions - Unleashed!
SEO Ultimate 1.4 has just been launched, adding yet another SEO function to the free plugin from SEO Design Solutions, Inc. The latest iteration of the ultimate WordPress SEO plugin adds ...
READ MORE
Is SEO All About the Links?
Links are the fabric of the web, both internal and external links are instrumental for moving from both one page to another or from website to website; but the real ...
READ MORE
Internet Marketing or SEO?
For those unfamiliar with SEO, it is an acronym for search engine optimization; SEO roughly translates as a systemic method to achieve higher rankings in search engines for specific pages ...
READ MORE
Put Your New Google Page Rank To Work!
Since the new page rank update is now complete, the real value aside from flossing your new look on the Google Page Rank Toolbar is imminent as link weight and ...
READ MORE
SEO and Search Engine Algorithms
What is the Purpose of SEO?
How to Use SEMRush to Monetize Click Through
Link Optimization and Creating Optimal Link Architecture
SEO Your Title Tags
The Phases of SEO Part I
SEO Ultimate WordPress SEO Plugin Version 1.4 Released
Is SEO All About the Links?
Internet Marketing or SEO?
Put Your New Google Page Rank To Work!

About Jeffrey_Smith

In 2006, Jeffrey Smith founded SEO Design Solutions (An SEO Provider who now develops SEO Software for WordPress).

Jeffrey has actively been involved in internet marketing since 1995 and brings a wealth of collective experiences and marketing strategies to increase rankings, revenue and reach.

31 thoughts on “SEO and Deep Linking
  1. You sure said a mouth full. It happens to be true and works quite well. Thanks for all of your posts and help.

  2. Very informative post! I will looking forward for this. Keep it up.

  3. Very informative post! Search Engine Optimization is such a broad term.It quite overwhelming if you try to take the whole of it in a single bite.Keep it up!

  4. vincent says:

    Very solid information. It really works. I did a part of this earlier before I see this information and now I use the remaining.

    Good article.

  5. SEO Viet Nam says:

    That’s a great post, i will translate and repost in my blog.

    Deep link is very important with a website and blog, it make each page have each pagerank and that page can handle some keyword for your website.

    Thank for great job.

  6. JLyC says:

    Thanks for the article. It works a lot and you have helped me for better positioning (and not only with Ultimate SEO for WP)

  7. When it will come to writing very good information you most certainly are the jedi, high 5 bro!
    ? !

Comments are closed.