If your agency has had an insurance website for any length of time, you've learned your website needs links. If you want your agency website to be visible online, links are the path to high rankings. Links are central to a good SEO strategy.
Most of the time, SEO professionals are referring to backlinks. Backlinks form when other websites link back to your site. They are also an important ranking factor for search engines.
But, there is another type of link that is important to SEO.
What Are Internal Links?
Internal links are simply links within your website. They point at, or make a connection from, one web page to another.
For example, I'll be on your website reading about home insurance. On that page, there are also links to blog posts about home insurance. It's worthwhile to note I was on your website to learn about home insurance coverage. Then, I was naturally led to one of your blog posts. Because of internal links, I stay on your website longer.
Internal links are useful because they allow users to navigate your website. Your website's navigation menu is your main source of internal links. They also help categorize your information.
Why Are They Important for SEO?
Internal links also help to spread ranking power throughout your website.
Search engines place each page of your website in their index. They do this with a computer function called a spider.
These spiders need to have access to a crawlable link structure to find every page of your website. In other words, the spiders need to be able to browse (or crawl) pathways throughout your website.
See the below image of an optimal website structure. This structure provides the web crawlers easy access to each of your pages.
The largest dot is your homepage. The next level are pages like About Us and Blog. You'll see this on Amazon, for example, in the way they use categories and subcategories.
Now, before you get excited, remember too much of a good thing can be bad. It is wise to limit the number of links on any given page or you risk losing the ability to have more pages crawled. Here is a great article that explains crawl budget.
Also, keep in mind your website's search box. Spiders will not attempt to perform searches within your website to find content. So, anything that is only found through a search of your website will be invisible to search engines.
Internal links strengthen the search-optimized value of your website. They also provide a clear path for spiders to crawl your website and access your content.
Not only that, it will help visitors to your website find your content and stay on your site longer.
Now, your agency has a bigger chance at winning more customers.
About the Author
Stephanie Ewen helps ITC customers with the search engine optimization of their websites. She has been working in marketing for more than 10 years. Her specialties include web design and search engine optimization (SEO). To stay on top of the latest SEO trends and algorithm updates, Stephanie reads blog articles and participating in courses produced by some foremost experts in SEO. She is certified in inbound marketing, Google Analytics and fusion marketing. Stephanie is an avid softball fan and enjoys volunteering and spending time with her husband, kids and grandkids.More Content by Stephanie Ewen