Topic Groups will help you to create interesting and engaging onsite content. If you know there is search interest, then there is inherent SEO value there, as well as readership interest.
Safeguarding the SEO value of each of your pages should be a top priority. As mentioned previously, it is very easy to create competing content. It is also quite simply, once you get in the habit, to make sure the right pages are being helped.
Internal linking is one of the most helpful SEO techniques for avoiding competing content and passing authority to the right pages. It is also one of the SEO that it is easy to get wrong. Often the intention to carry this out for SEO purposes means that an article’s readability is not considered.
The purpose of an internal link is to direct a user to a relevant resource/page and therefore to cite that page. For SEO and onsite content, you want to add an internal link the landing page that is most topically relevant.
For example, this article on creating onsite content that doesn’t compete is about SEO, it is one of our SEO services – hence why I might link you to our main SEO services page, to give you more information on what the service entails. It also means I don’t need to go into more detail here.
In another example, if you are writing about french teacher salaries, as in the example in the previous section, you might add an internal link in the introduction like this:
You ability to earn as a French Teacher, as any teacher really, is based on several factors. If you look at the available french teacher jobs on the market, you might notice that salaries span from the reasonable to the highly competitive. If you’re looking for a new position in teaching, you should consider both seniority and whether the school is private or public…
In both examples, you are leading the read to further information. You will also want to consider what anchor text you use. Anchor text refers to the words, highlighted in blue, that form the link. Google takes into account what these words are, looking for relevance with the linked page. ‘Our SEO service’ link to the URL ending /search-engine-optimisation/, SEO is search engine optimisation so it’s a relevant link. Anchor text doesn’t have to ONLY be the relevant keywords, ‘available french teacher jobs’ includes ‘available’ which might not be a keyword but is useful to highlight for the reader. They will read available and then know what they are clicking to find: available french teacher jobs.
The temptation, once you start considering internal linking, will be to link out at every opportunity. Don’t do this! You should select one main service/product landing page and link to that near the top of the article. If there are other relevant pages, link to 2-3 others maximum, but make sure you link to the most important page first.