How to find out which sites need more (or less) internal connection support
When your model indicates that link flow is one of the most important gaps that hold you back for the ranking page, it’s probably a problem for multiple pages. Therefore, we recommend taking a site-holistic approach when working with link flow.
Market Brew runs an analysis on all the pages it crawls, and scores all external and internal links to understand how linkflow is distributed across those pages.
This report shows where the site’s link flow gathers after considering all the inputs and outputs on each page. We often see (as we do here) that search-irrelevant sites like About Us pages and legal notices get too much link flow.
In most cases, your website should get the most link flow followed by key search pages – e.g. Important product category, products and service pages.
The ideal form of a link flow chart is a terraced one. However, many sites have flat link flow distribution, which does not signal to the search engine crawlers which pages are most important to the user.
A frequent distribution flutter is the megamenu. These are usually awful for SEO, so unless they are critical to user journey and conversion, you should consider other ways to guide users through your site that do not affect the SEO power of your pages.
When our customers optimize their link flow, they review the distribution report, decide which pages should have the most link flow and then start balancing link flow using the algorithmic support provided.
How can we improve link flow to pages?
A number of factors affect your pages’ linkflow score:
The number and value of external website links to these pages. The number and value of internal links to these pages. How much link flow each page loses through links outside pages. Algorithmic downgrades that dampen the value of page link flow.
In the table below, the page we analyzed loses approximately 4.5% of its current link flow, and page downgrades delete more than 50% of what is left.
You can add more netlink flow to a page by:
Get more external links to that page. Restructuring internal links to push more link flow to important pages and reduce it to less important (for search) pages. Reduce link losses from that side. Correct various factors that negatively affect your link flow.
Get more external links to your pages
Job one increases the link flow potential of your pages. Getting external links to them is one way to do this.
Is domain ranking an area you need to work on, according to the AI model?
In that case, it is worth paying for backlinks. Understanding where you want to add link flow helps you optimize your backlink application for both domain ranking and link flow.
However, paying for backlinks to increase link flow does not provide optimal ROI unless the model has identified domain ranking as a ranking factor you need to address. There are better and cheaper ways to improve the link flow to your important pages using internal linking.
Build the right internal links from the right pages
Using backlinks to increase the overall link flow to your key pages is useful, but also expensive and slow. Using proper internal connection to balance your link flow has the advantage of being free and fast.
When building your internal linking strategies, reinforce the key meanings of your pages using link text related to the focus words of each page. Also focus on links from the pages that can also provide the most link flow.
You can do this by hand, but using AI algorithms to show which parts of which pages to link from can save a huge amount of time and hassle. The table below shows an example of these recommendations. You will want to review these AI-guided suitability suggestions.
When you redistribute link flow to your important pages, you also reduce the link flow to your less important pages. This further signals to the crawlers which pages are important and which are not.
You can also reduce link flow to pages that do not need it by removing links to those pages or changing the strength of those links. Again, there are algorithms to show you the way.
Reduce linkflow loss
Many pages provide unnecessary link flow to other sites. The most common causes of loss of links are links to social media and links to help pages, career pages and user login pages.
Few of these pages, if any, need your linkflow. Review the list of outbound links (provided by our platform or other tools) and use the nofollow tag to stop the loss.
Remove the page issues that are harming your link flow
Over the years, search engines have implemented various algorithms to counteract the tactics of bad actors trying to search rankings.
Unfortunately, many websites unknowingly trigger these algorithms. Their pages are negatively affected as a result, which slows down their link flow.
In our experience, this removes anywhere from 10% to 75% of a site’s net link flow. Reducing these problems can have the same effect as doubling or tripling the number of inbound links.
Here are a few examples of issues that can hurt your link flow:
Keyword stuffing. Too many outbound links that look like paid or “advertising” links. Duplicate content. Duplicate page titles or descriptions, to name a few.
We can help you understand which of these issues are affecting your pages, where the offensive elements are, and how to fix them.
This is how you know you have improved your link flow
With each iteration of the above steps, you can improve the ranking ability of the pages.
The fastest way to check your work and determine your next steps is to crawl your site. This allows you to:
Review the optimized link flow distribution to see what percentage of the link flow each page gets. See how much you’re been able to reduce issues that may downgrade your page on SERPs. Project the impact of the changes on your statistical ranking effect, which can translate into placement changes. Re-analyze the gaps between you and your higher competitors to determine where to focus next.
For more information on building link flow and its impact on search efficiency, read our e-book Using AI to Optimize Internal Linking to SEO.
What else do AI-built search engine models deliver?
Search engine modeling using AI opens up a whole new and better way to optimize your pages.
By understanding the relative importance of on- and off-page factors in rankings for your keywords and measuring how well your site and others score in those factors, you know exactly where to spend your time to most effectively and quickly improve your SERP positioning.
It’s a big advantage to rank better faster, but not the only Market Brews search engine modeling provides.
Once you have a custom keyword model, you will also want to:
Understand the true statistical difference between you and your competitors so you know where you can most easily get traffic – and where you may be at risk. Get an accurate projection of the impact of your SEO changes on your ranking scores and search positions 60 days before they appear in the SERPs. Track the impact of your competitors’ moves and counteract them immediately, as opposed to when their influence shows up in 60 days from now. Avoid risks to your SERPs by testing redesign, navigation bar changes, and other non-SEO changes before you even launch them.
Our guide to search engine modeling goes more in depth with how and why this approach will help you win in SEO. For more information, click on the links in this article or visit www.brewco.ai.
Search engines are just sets of algorithms embedded through neural networks, rules and other systems. They have reached a level of complexity that humans cannot consider.
Only through our own artificial intelligence can we begin to understand what is really going on and utilize this knowledge to improve our share of search traffic.
Our work in the area has evolved over the years and we do not stop.
We are currently expanding our semantic analytics models to begin understanding what drives Google’s EAT (expertise, authority, and credibility), working to measure the true impact of Core Web Vitals and reviewing other new search considerations to determine their impact.
We would very much like your feedback on what you would like to see modeled next. You can ask questions on Brewco’s feeds on social media, on the Ask the Search Engineer blog or by leaving us a message on the Brewco website.