When it comes to links on a website there are three types that can affect SEO either negatively or positively. I had just written a blog post last week explaining that too many affiliate links and link banners on a website is a great way to have Google not like your website. These are the types of links that can have a negative impact if used too much.
However there are links that can have a tremendously positive impact on your website SEO and they are internal links. Google absolutely loves internal links on a website. The more internal links you have pointing to other relevant content on your website, the more Google will like your content and reward you with a boost in the rankings.
POSITIVE USER EXPERIENCE
Internal links not only help to keep Googlebot crawling your website, but it also helps to keep your website readers engaged on your website. Remember, the longer you can keep a person on your website, the better your chances of possibly getting them as a customer, or at least as a return visitor. They may also like your website enough to share it with their friends on social media.
Whenever you can create a good User Experience (UX) you are also making Google very happy because both UX and SEO are related. This is why the training here at WA and what Google says in many of their training videos on SEO, is to provide information for the user. If you please your website readers, Google will reward you.
The third type of link that can also have a positive impact is an External Link going to an external source like Wikipedia, Google, or some other authoritative website. Though you do not need them for better SEO like you do for Internal Links, having them once in a while will not hurt your rankings.
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how to optimize a website for seo - 231 / 9
website navigation best practices - 64 / 111
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