As an opportunity to use good keyword rich link anchor text, footer links are a real boon to the site optimization efforts. In fact, the anchor text choice can enhance even the often neglected Home and About Us pages. At the very least, the anchor text for Home should be Business Name Home. The anchor text for About Us should read, at minimum, About Company Name.
While more powerful link anchor text than the site title would be a better choice, at least use of the company name points those pages out in a clearer fashion, for the site visitor.
If the company or blog name includes a targeted keyword, some added search engine benefit is derived as well. In any case, the better link anchor text will assist in maintaining the overall site theme. Note that the footer anchor text places some extra keyword density on the page.
Link anchor text ties the blog themes together
When creating internal site links, the single most important thing to remember is to always use keywords in the anchor text, that reflect the theme of the receiving page. The use of keyword relevant link anchor text is especially important to link obsessed Google, but is also valuable for higher rankings in Yahoo and MSN Search.
The choice of wording for clickable links on the site map, the site menus, and the page footers should reflect the targeted keywords for the linked to page.
The link anchor text tells the search engines what is the important theme for the page being reached by the link. If the receiving page is targeted and optimized for red widgets, the link anchor text should reflect that goal.
Link text for blue widgets would only be half as effective, and should be reserved for linking to the blue widget page. Don’t use the link text of red widgets for the clickable link to any pages other than the red widget page.
Diluting the anchor text drops the total value to the receiving page by sending what amounts to mixed messages to the search engines. Keep the anchor text relevance clean and concentrated to the targeted page only.
The link anchor text is even more effective, if the page receiving the link has the anchor text in its title tags, and even in the page unique URL. Of course, the on page content should include the keyword phrase at the appropriate density. The overall benefit is derived from the concentration of theme relevance.
While gaining benefits from the search engines, a properly linked site aids the users of the site as well. Better site navigation helps visitors find the desired information, resulting in longer website stays. As a result, more opportunities for conversion from visitor to paying customer are created.
A proper internal blog link structure assists a site or blog in both the search engine rankings and in overall website based sales.
It’s time to redesign your blog’s internal linking structure and improve the existing link anchor text to better target your most important keyword phrases for each linked page.
It pays dividends in more ways than one.
Wayne Hurlbert is the Editor of Blog Business World, specializing on blogs in business, marketing, public relations, and search engine optimization for successful entrepreneurs.