Leveraging Internal Link Equity for Profit
In an ideal world, as a merchant you would like your commercial offer pages to rank for your best keywords. Unfortunately people are more likely to link to your informational pages, and in some cases those pages may compete with and outrank your commercial offers. So what can you do?
Lots of Linkbait - this strategy revolves around building so much authority that your commercial offer pages still rank even if nobody else links to them…ranking primarily based on domain authority and internal anchor text.
Change URLs - a few weeks after you launch an effective well linked piece of content consider changing that page. Some options:
- Add aggressively placed advertisements on that page, making sure that traffic flow has an opportunity to see your commercial offers.
- Add links to other pages on your site to help flow PageRank to other key pages.
- Make the well linked article a sub-section within that section and turn the well linked to URL into a salesletter.
Internal Redirects
Have a number of pages competing for the same keywords? If they are linked to from other sites consider consolidating the link authority by 301 redirecting the less important pages to the more important associated page.
For example, if you ranked #8 and #11 you might be able to rank #3 or #4 by combining the link juice from those pages.