How to Increase Discoverability Using Content You Already Have

Internal linking is an idea you should nail down if you’re blogging or otherwise creating content in hopes of being found through search engines like Google or Bing.

It’s wicked simple, yet often overlooked — an unturned stone for many brands looking to increase customer engagement levels for their websites.

On the Internet your website is your brand, your brand is your image, and your image matters.

Customers buy from websites they trust. The trust of a website is established 80% by the visual message and 20% by textual message (disclaimer: this is my observation and may not hold true to analytic testing).

If your website’s appearance creates trust — which results in more sales and engagement — then it’s in your best interest as a brand or business to put some effort into its design.

When search engines believe you’re “the cool kid on the block” — i.e. the best solution for the question someone typed into the search bar — they show the link to your page first. And, everyone knows ranking on page 1 of Google search results is what gets you the most free web traffic.

Search engines use algorithms to calculate how awesome they think your website is.

Measurable metrics like time on page, whether or not a user is a repeat visitor, inbound links to your domain, bounce rate, and pages per visit are just a few of the things search algorithms presumably take into account to establish a website’s credibility — no one knows exactly how Google algorithms decide which websites are good and which are not, however, and the metrics are always changing as soon as you think you’ve figured it out.

One constant metric most every search marketeer agrees on, though, are backlinks.

Backlinks are links pointing to a page on your site from another page. The more backlinks you have the better signal you’re sending that your content is quality — the type of content people want.

Internal links are backlinks too. Off-site, you don’t have control over backlinks — where they come from or what text is being used to link to you. Whereas, for internal backlinks you have full control. You can make as many backlinks as your heart desires and optimize the shiz out of them, too.

If you’re not utilizing internal backlinks to maximize the results from the effort you’re already putting into building out your website then you’re metaphorically — and often quite literally — leaving money on the table.