6 Steps to SEO Crosslinking    

SEO crosslinks are simply links to other pages on your website, linking relevant keywords to related content. These links help build up the authority of pages on your website and allow viewers to more easily access related content, thus keeping them on your website longer while they view multiple pages. All of these elements together help to support stronger search engine rankings for your website and related keywords.

To start building a cross linking strategy that will help visitors more easily navigate your site, while keeping them on your website longer and improving the way search engines index your pages, follow the steps below.

Step 1: Choose Long Tail Keywords: Long tail keywords are those that are very specific to an area of your business which people would be searching for. For example: ‘estate planning for retired teachers’ is long-tail, since it is much more specific than ‘estate planning’, and therefore the level of competition will be far smaller than the short-tail version, giving you a greater chance of ranking well for it.

Step 2: Create An Offer Around That Keyword. The offer can be a checklist, eBook or another piece of downloadable content. From the example above, a link from ‘estate planning for retired teachers’ could lead to an estate planning landing page specifically detailing the needs of, and opportunities for this audience, and could include an offer to request a free planning checklist for retired teachers.

Step 3: Create a Lead Capture Form. It is important to place your downloadable content behind a lead capture form, requesting simple information such as first name and email address only. This will allow you to measure your results and track how effective your efforts are, as well as capture marketing leads to follow up with people who requested more information.

Step 4: Link theMost Viewed Pages on your Website to your Offer Page: Which pages on your website are currently getting the most traffic? Start by adding links to your offer within those pages (where applicable). Pushing traffic from your strongest pages to newer or lower-traffic pages will help to improve the search engine rankings of those lower-level pages. In this example, we would be trying to drive traffic to the free planning checklist for retired teachers landing page.

Step 5: Use Keywords in the Hyperlinks: When you setup links, be sure to link directly from the keyword “planning checklist for retired teachers” rather than using a generic phrase like “click here”. Using a relevant keyword in your hyperlink is important; the keyword should say what the content is about and link to the page you are trying to rank for. The search engines read this anchor text as well as the words around it to determine how your links and pages should be indexed.

Step 6: Putting it into action: Start with one downloadable offer and keyword phrase at a time so that you can see how the tactics work. One of the biggest issues we see is that many businesses try so hard to ‘win’ at search engine optimization that they completely overdo their keywords and confuse the search engines (or worse, violate their terms). Be consistent and focus on linking to one page at a time. Keep checking analytics to see how effective you are, and don’t overdo it – at the end of the day, your website MUST appeal to the person reading it, not just the search engines crawling your content.

Need some help? Grapevine Marketing offers a free website or online marketing audit to assess needs and opportunities. Contact us to learn more.

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