Internal Link Structure

Internal Links should be "sculpted" to drive Page Rank and traffic to keyword rich pages generating revenue.

Here's an example:

Assume Sastrugi Marketing has two web pages promoting important products: The Internet Upgrade and Pay Per Click management. Both pages have great content and convert visitors to paying customers. However, the site also includes 998 pages of valueless Karl's artistic endeavors. Assume a Home Page with 1000 Units of Page Authority, distributed to 1,000 subpages in a very long list of Home Page links:

The 1,000 subpages in this link structure generate poor search results (assuming no external links to subpages). They lack the authority to beat competitors.

Link structure revision could improve results by creating only three links from the Home Page: Two to the important pages, and one to an "Other Pages" page, with links to the 998 economically trival pages.

The resulting structure looks like:

The Page Authority of "good" subpages increases by 33,333%!!!

Links in prominent positions (higher on the page, in the central content of the page, larger text) receive more Page Authority.

This structure creates a "positive feedback effect" if employed on every page - the subpages "reflect" more Page Authority back to the Home Page.

This logic can also be applied to multiple websites owned by the same entity: Use link structure to boost pages likely to "win" in search results, and likely to result in conversions.

Anchor Text

Anchor Text is the text that is linked on the linking page. For example, this is a linking page and SEO (the previous word is a link) and "SEO" is the Anchor Text I just used to link to the SEO Page (http://www.sastrugimarketing.com/seo). That will help the SEO page rank higher for search terms using the phrase "SEO."