Princess Taiping Introduction: The impact of internal chain factors on website SEO ranking

The homepage here not only refers to the domain name entrance page in the general sense, but also includes other comprehensive pages in the site, such as Taobao's certain market segment page.

Home page internal links The types of internal links on the home page include subordinate columns, content overview, special topics, site navigation or map, authority pages, etc. There are not many major types, and the subdivisions can be distinguished according to their different display functions, and then more precise weights, spiders, traffic and attention can be controlled. It takes some thought to import them reasonably to achieve good user experience and high spider-friendliness.

Logo internal link
Logo link. Generally, many websites handle it in a simple way, linking the logo position of the entire site to the homepage in a consistent manner. Is this a good idea? Personally, I think it’s not good. If the data shows that a large proportion of users intend to return to the homepage by clicking on the logo, you can block it through JS or nofollow. The weight of this position is quite high, so don't waste this resource. Some people leave the href blank or set it to #. These two values ​​will make the link point to this page. From the spider's point of view, it can automatically ignore duplicate crawling based on such tags, but it may not be friendly to visitors. It tries to return to the homepage through the logo but finds it is an empty link, which directly increases its click cost. Maybe it points to the root directory homepage domain name, etc., the reason is to centralize the homepage. On the surface, the more links other internal pages give to the home page, the higher the weight of the home page should be. The keyword anchor text hyperlinks used in internal links pointing to the home page can also help spiders understand the core meaning of the home page more accurately. But don't overdo it. It's OK for a small site to point to the same place and use it as a center for keywords. For sites that exceed a certain size, it's unnecessary to have many logos pointing to the homepage. Most of them should be nofollowed, which is better than js. Due to the importance of this position, js blocking will waste this good position. Instead, nofollow is used and the topic keywords are distributed at the same time, enclosed in h1 tags.

The additional information at the top of the internal link and the additional information at the end have been explained in the previous article on noise. These internal links are of no use to spiders. They are only used to crawl some registration information or help centers, etc. At most, they add one more page, and the ranking and traffic chances are almost zero. Adding one more page does not mean that the website is weighted one point. The importance of a page is only related to whether it is useful and to search users, but not to a certain number. Therefore, all of them can be nofollowed. Of course, there is a site map here that cannot be blocked. Its purpose is to assist in discovering and crawling more internal pages. Of course, for small sites, there are not many pages, and I personally think that a website map may be unnecessary. Why? The purpose of the site map is to help users and spiders understand the site structure and leave a centralized crawling entrance for spiders, the so-called site hub page. Whereas small sites with seriously insufficient content have hard-to-find pages, missed pages, and isolated pages? Unless you do it on purpose, the imports on the pages alone are enough for spiders to traverse the entire site. Why do you need to create a site map for repeated crawling? Of course, site maps are necessary for large and medium-sized sites. Its directory hierarchy is complicated, like a spider web, which not only makes it easy for users to get lost, but also for spiders. The advantages of site maps come into play. In this case, it is indeed a friendly behavior. Ganji and 58’s homepage is actually a website map. Why can spiders traverse the entire site, but only enter dozens of pages out of hundreds, and the only ranked page is the homepage, and at most a few inner pages? It's very simple. Your column page is just a bunch of lists that seem related but are actually randomly put together. It has no ranking value or the value of providing valuable information. Even if you have placed words in the navigation and column pages, you can't compete for ranking and have no value. On the contrary, the inner page has several rankings, which is also very simple. Because it provides some relatively valuable information, although according to common sense its weight should be lower than the column, but because of the value of its information, its weight is higher than the column.

In addition to navigation internal links, navigation is a very important internal link optimization area. For small sites, there are not many secondary weight pages. Generally, they are several related categories expanded from the main keyword of the entire site, with the intention of competing for the ranking of less necessary short-tail words. These words should be different dimensions of search expanded around the main keyword, such as product dimensions, and various attribute dimensions of products that are highly valued, such as charges. At the same time, it is also an aggregation page of several core events of the website. The more concentrated or subdivided the events are, the less content there is, and it is likely that the landing page of the main navigation will be the overview page. If the relevant content is not rich enough, a detailed overview page has more ranking advantages than a list page. For example, a company that makes kitchenware has five main products. The overview and promotional content of the five products as a landing page can better share the weight and importance of the main navigation and improve the conversion rate.

As mentioned yesterday, banners are used as advertising spaces on many sites, to recommend weighted pages, or to promote the site's best-selling products and services, or to promote recent promotions or events. The intention is clear, to serve monetization. If it is beneficial to the internal links within the site and has a strong ranking traffic mission, then how to choose these landing pages, landing page keywords, and landing page construction is undoubtedly a very important task. They should not be the main navigation, and their timeliness is generally strong. They can focus on creating special pages, event overview pages, content overview pages, seasonal sales product pages, etc. If it is only used as an off-site advertisement or to import on-site traffic, nofollow is the best choice. Be careful not to repeatedly link to the navigation column, as it wastes resources. Of course, for small business websites, there is very little content, and the banner images and dynamics are highly attractive and highly valued. It is necessary to focus on creating persuasive copywriting, such as enhancing trust, eliminating conflicts, highlighting the core selling points of services and products, and informing of promotional activities. For example, reduction.