How Much Importance Have the Internal Links In Semantic SEO

Andrey Lipattsev: BackLinks are one of the top three Google Search ranking factors. (He said this in 2016)?

Gary Illyes: I don’t agree it’s in the top three. (He said this in 2023)

So if the drop of backlinks as a ranking factor continues.

Then what about internal links?

According to me, regardless of whether Google exists or not, there are only 3 ways to understand and to get to a website: (1) Type the domain in an address bar, or click a link whether it is (2) internal or (3) external!?

When considered like that, links (Whether internal or external) are not only important, they are vital.

The question still stands: Why does the drop of backlinks as a ranking factor continue.

The first reason for the drop of backlinks as a ranking factorr: It is not early 2000s when PageRank was everything and every link was a “vote.” Search engines have advanced machine learning (e.g., BERT, MUM), natural language understanding and other relevance signals now have more importance in their algorithm.

The second reason is spammy backlinks or the links without context.

But what about the internal links?

They still have importance and as I observed internal links have more importance than back links.

The reason: Users and search engines can understand your website without backlinks but without internal links they can’t.

If internal links are so important then why do they lose their importance?

Internal links lose their importance in the eyes of search engines when they never get clicks from a human.?

And when the human clicks on an internal link and doesn’t find his required information and they come back or disappear from the website it is more frustrating. Because search engines count this as a bad user experience.

So the user behavior is alarming for us to be:

1. More focus on internal linking
2. More conscious while doing internal links

But how can we do that?

Understand Why Should You Do Internal Linking on Your Website?

You do internal linking on your website because Google and users understand your website via content and internal linking.

Google say’s “Our search systems are understanding human language better than ever before.”

But how?

Let’s have a look at what Pandu Nayak says more about Google’s systems and algorithms??

RankBrain:?

1. “It helped us understand how words relate to concepts”
2. “RankBrain helps us find information we weren’t able to before by more broadly understanding how words in a search relate to real-world concepts.”
3. “By understanding and matching these words to their related concepts, RankBrain understands that you’re looking for what’s commonly referred to as an “apex predator.””

Neural matching:

1. "Neural matching helps us understand fuzzier representations of concepts in queries and pages, and match them to one another."
2. "It looks at an entire query or page rather than just keywords, developing a better understanding of the underlying concepts represented in them."
3. "But with neural matching, we’re able to make sense of it. By looking at the broader representations of concepts in the query — management, leadership, personality and more — neural matching can decipher that this searcher is looking for management tips based on a popular, color-based personality guide."

BERT

1. "Launched in 2019, BERT was a huge step change in natural language understanding, helping us understand how combinations of words express different meanings and intents. Rather than simply searching for content that matches individual words, BERT comprehends how a combination of words expresses a complex idea. BERT understands words in a sequence and how they relate to each other, so it ensures we don’t drop important words from your query."

MUM

1. "A thousand times more powerful than BERT, MUM is capable of both understanding and generating language."

Look at the words and terms that Pandu Nayak has used in his article:

1. “words relate to concepts”
2. “broadly understanding how words in a search relate to real-world concepts.”
3. “matching these words to their related concepts”
4. “fuzzier representations of concepts in queries and pages, and match them to one another.”
5. “It looks at an entire query or page rather than just keywords”
6. “By looking at the broader representations of concepts in the query “
7. “how combinations of words express different meanings and intents”
8. “how a combination of words expresses a complex idea”
9. “BERT understands words in a sequence and how they relate to each other”

If you dive deeper and look at the terms you do understand that?

1. Google’s focus is on Semantic relevance and lexical relations.
2. Google’s focus is on user behavior not just keywords
3. Internal linking is the must tool for Google to understand your website
4. Google wants to understand your website broadly and it can’t without a good internal linking practice.
5. Google wants to match user queries to their related concepts and it's impossible without internal linking.
6. Google says “Neural matching helps us understand fuzzier representations of concepts in queries and pages, and match them to one another.” Neural matching can’t help Google to understand fuzzier representations of concepts in queries and pages and match them to one another without internal linking. Because internal links match queries and concepts to one another to make fuzzier representations of concepts clear.
7. Google says “Neural matching looks at an entire query or page rather than just keywords”. Neural matching can’t look at an entire query or page without internal linking.
8. Google says “By looking at the broader representations of concepts in the query”. The broader representations of concepts in the query couldn't be possible without internal linking.
9. Google says “Bert helps us understand how combinations of words express different meanings and intents”. It can't be possible without a combination of internal links used within one page.
10. Google says “BERT comprehends how a combination of words expresses a complex idea.” You can’t understand complex ideas without internal linking.
11. Google says “BERT understands words in a sequence and how they relate to each other”. Internal linking is a best example of the sequence of words and their relationship with each other.
12. Google says “A thousand times more powerful than BERT, MUM is capable of both understanding and generating language.” It means Mum can filter bad internal links out more accurately than BERT.

When we read Koray Tu?berk GüBüR ’s methodology, the same things Koray says in his Semantic SEO course, on his Youtube channel and on his website holisticseo.com.

Why Should You Understand Lexical Relations for Best Internal Linking Practices?

How can you help Google systems “RankBrain, Neural matching, BERT, MUM” to understand your website??

By understanding and using? lexical relations logically.

In the context of internal linking on a website for creating a Semantic content network, these lexical relations can be strategically used to create a network of links that guide the readers and search engines through related topics in a logical and coherent manner.?

By understanding and employing these semantic relationships, you can enhance the navigability and informational depth of your site, encouraging users to explore topics at varying levels of specificity and detail. Here is the detail:?

• Hyponymy: This refers to a hierarchical relationship where one word is a more specific instance of a broader category. For example, "rose" is a hyponym of "flower", meaning a rose is a type of flower. In terms of internal linking, using hyponyms allows for linking from general to more specific topics.
• Hypernymy: This is the opposite of hyponymy. A hypernym is a word with a broad meaning that more specific words fall under. For instance, "flower" is a hypernym of "rose". In internal linking, hypernyms are useful for linking from specific topics to more general ones.
• Meronymy: This denotes a part-whole relationship. A meronym is a word that denotes a part of something. For example, "wheel" is a meronym of "car". In internal linking, meronyms can be used to link from a page about a whole entity to its parts or components.
• Holonymy: Holonymy is the reverse of meronymy. It refers to the whole to which a part belongs. In the previous example, "car" is a homonym of "wheel". When it comes to internal linking, holonyms link from the parts to the larger whole.

Understand Semantic Terms (The Entity, The Attribute, The Value) for Semantic Internal Linking:

These terms were no longer used until Koray Tu?berk GüBüR created them:

• The Entity: This refers to something with an independent existence that can be either physical or conceptual. In the context of a website, an entity could be a product, a service, a topic, an event, etc. Each entity is distinct and self-contained, with its own set of characteristics and relevance.
• The Attribute: Attributes are the properties or characteristics of an entity. They can be composite or simple. Composite attributes are those that can be broken down into smaller parts (like size, which can include height, width, and depth), while simple attributes are basic, indivisible characteristics (like height). Attributes can be direct (specifically belonging to an entity) or indirect (related to a part of the entity). Additionally, attributes can be single-valued (having one value, like age) or multivalued (having multiple values, like languages known). Understanding the distinctions between different types of attributes is crucial for effective content structuring and SEO.
• The Value: Values are the specific content or information that defines an attribute of an entity. They give meaning and context to the attributes and, by extension, to the entities themselves. Understanding the values means understanding the real meaning and context of the content.

Here is how understanding of these terms can benefit you when you do internal linking

• Enhanced Content Structuring: By identifying entities and their respective attributes and values, you can organize your content more effectively, making it easier for both users and search engines to navigate and understand the hierarchy and relationships within your content.
• Improved User Experience: A well-structured site that clearly delineates entities and their attributes allows users to find information more intuitively and efficiently. This enhances user engagement and satisfaction.
• SEO Benefits: Search engines favor websites with clear, well-organized content. Understanding entities, attributes, and values can help in optimizing your site for search engines, potentially improving your site's visibility and ranking.
• Contextual and Relevant Linking: Internal linking that takes into account the relationships between different entities, their attributes, and values can create a more coherent and contextually relevant browsing experience. This not only helps in keeping users engaged but also enables them to explore related content more naturally.
• Richer Content Exploration: By linking related entities and attributes, you encourage users to explore your website more deeply, discovering content that they might not have found otherwise.

Understand Semantic Terms (Sequential Queries, Query Path, Search Behavior, Context of Search Sessions) for Semantic Internal Linking:

Semantic internal linking works in a different way.?

By understanding the terms "Sequential Queries," "Query Path," "Search Behavior," and "Context of Search Sessions," you can get valuable insights for enhancing internal linking and overall SEO strategy on your website. Here's a breakdown of each term and its potential impact on your website's internal linking:

• Sequential Queries: These are a series of queries performed by users in a specific order. They may not always include the same terms or entities but can be related in the context of a user's search journey. Understanding sequential queries helps you anticipate the informational needs of your audience, allowing you to strategically link content that addresses the evolving interests or questions of your visitors.
• Query Path: This refers to the sequence of queries a user performs, like "banana → apple → berries." Understanding the common query paths can guide you in structuring your internal links so that they naturally lead users along these paths, enhancing their search experience and keeping them engaged on your site.
• Search Behavior: This concept involves how users interact with search results and the types of queries they make. By analyzing search behavior, you can identify patterns and tailor your internal linking strategy to align with the typical behaviors of your audience, such as linking to related topics that users commonly explore after visiting a certain page.
• Context of Search Sessions: Recognizing the context involves understanding the broader intent and needs behind a user's search queries. When you grasp the context of what users are searching for, you can more effectively link content that provides comprehensive answers or related information, thereby increasing the relevance and value of your site to the user.

What are the Two Main Types of Internal Linking?

When it comes to internal linking, hierarchical Internal Linking and Contextual Contextual Internal Linking are the two main types, each serve distinct purposes:

1. Hierarchical Internal Linking:

This type of linking reflects the?

You can create a structural hierarchy of your website by hierarchical internal linking. You have to create links that follow your website's organizational framework, typically moving from general to specific.

How to Implement?

• Main Navigation Links: These are usually found in the website's header, footer, or sidebar, linking to main categories or sections of the site.
• Breadcrumb Links: These provide a trail for the user to follow back to the starting or higher-level page and are especially useful on websites with multiple layers of content.
• Parent-Child Links: On a more specific level, you can link from a main category page (parent) to subcategory pages (children), and vice versa.

2. Contextual Internal Linking:

Contextual links are those that you embed within the content, usually in a body of text like a blog post or an article. You provide additional information or references to your readers relevant to the content they are viewing.

How to Implement?

• In-text Links: These are hyperlinks within your content that lead to other relevant pages on your site. They should be naturally integrated into the content and provide additional value or context to the reader.
• Related Content Links: Often found at the end of an article or blog post, these links suggest additional content on the site that is relevant to the current topic.
• Anchor Text Relevance: The clickable text in a hyperlink (anchor text) should be descriptive and relevant to the page it's linking to, aiding both user understanding and SEO.

What are the Other Types of Internal Linking?

In addition to Hierarchical and Contextual Internal Linking, there are other types of internal linking strategies that can be utilized on a website. These include:

• Navigation Linking in The Menu: This involves the use of a consistent navigation menu across all pages of the website. These links typically include the main categories of the site and are essential for providing easy access to the quality nodes within the core section and outer section of your website.
• Footer Linking: Links in the footer are another form of global navigation but are often used for linking to pages that are important but not the primary focus, like the "Contact Us," "Privacy Policy," or "Careers" pages.
• Sidebar Linking: Sidebars can be used for a variety of links, including popular posts, recent posts, or links to specific sections of the site. This is common on blogs and news websites.
• Related Content Linking: Similar to contextual linking but more automated, these links are often generated by algorithms or plugins that suggest related articles or content based on the current page's content.
• Pagination Linking: Used primarily on e-commerce sites or blogs, pagination links allow users to navigate through a sequence of pages or a list of products.
• Image Linking: Using images as links, particularly in galleries or product pages. The images usually link to more detailed content or larger versions of the images.
• Anchor Linking (In-page linking): This involves linking to specific sections within the same page. It's particularly useful in long-form content or on pages with a single-page design, allowing users to jump to relevant sections of the page.
• Call-to-Action (CTA) Links: Strategically placed links that prompt users to take an action, such as "Subscribe Now," "Learn More," or "Buy Now." These are often used in marketing and sales-oriented contexts.

Divide Your Topical Map into Two Sections: Core and Outer

The key to effective internal linking is to understand your website’s content structure, often visualized as a "topical map." Divide this map into two main sections:

1. Core Section: This is the central part of your website's content, focusing on your primary topics or services. These are often your main product pages, service pages, or key content areas that directly relate to your business's source context, central entity and central search intent.
2. Outer Section: This includes content that supports or complements your core sections but might not directly contribute to your source context and money pages despite this section is to augment your central search intent. These could be blog posts, FAQs, case studies, news updates, etc.

How to Connect the Core and Outer Section of Your Website Via Internal Linking?

In this section, I have three internal linking strategies for your website:

• 1. Core to Core and Outer to Outer (Hierarchical and Contextual):Hierarchical Linking: Involves linking from general to more specific content within the same category. For example, from a main product category page to individual product pages.Contextual Linking: Links placed within the content that leads to related topics. For instance, a blog post about a product feature linking to the product page.Application: Use both types of linking within the core and outer sections separately. This reinforces the structure and relevance of content within each section.
• 2. Core to Outer and Vise Versa (Mainly Contextual):Focus on contextual links to connect these sections. For example, a link from a core service page to a related blog post (outer), or vice versa.This strategy helps in leveraging the support content to boost the visibility of core pages and enriches the informational value of outer pages by connecting them to core services or products.
• 3. Value of Pages (Focus on Outer to Core for Leads, Sales, and Business):Prioritize links from your outer pages (like blog posts or guides) to your core pages (like product or service pages).This approach can effectively guide visitors from informational content to pages where they can take actions, like making a purchase or contacting for services, thereby increasing leads, sales, and business growth.

Note on Anchor Texts

• Anchor Text Importance: The clickable text in a hyperlink (anchor text) is crucial in internal linking. It should be relevant, descriptive, and ideally incorporate keywords related to the linked page.
• Conscious Use of Anchors: Be mindful of the anchor texts you choose. They should make sense in context, provide a clear idea of what the linked page is about, and not be misleading.
• Future Discussion: Anchor texts are vital enough to warrant a separate, detailed discussion, which could be a focus of a future post.