More internal links = more engaged prospects (and lower bounce rate)

Tuesday teardown – In summary: 

  • The goal of internal links is to achieve immersion. You want a visitor to be deeply immersed into your content and want to find out more about all of the services value that you can offer.
  • If you have a bounce rate issue on your blog, that’s often a symptom of too few internal links.

Websites referenced in this teardown:

Transcript of this teardown:

Hi, I’m Steve Pell. I’m here to do another one of our Tuesday marketing teardowns where we look at B2B websites to give you some practical takeaways to improve your digital and content marketing.

Today we’re going to talk about internal links. When I say internal links, I’m talking about the links on your blog, that link people back through to other pieces of your website. These are really important for search engine rankings and for keeping people immersed in your content on your website.

This is something that a lot of websites do really badly. I’m going to pick one example today but there are a lot of examples out there. For a quick example, let’s look at Hudson who are a recruitment company.

Hudson links

The article from Hudson RPO – “The Creative Sourcing Myth”

You’ve come from Google, you’re looking for solutions to your creative sourcing problems (the page is called the “Creative Sourcing Myth”).

You need new talent. You need better recruitment processes. You’ve arrived here. You read this great article about creative sourcing and you move through it and you keep reading. You read about the solutions, improving candidate experience.

You read the whole thing and it’s been fascinating but you’ve got to the end of it and there hasn’t been a link in the entire thing that takes you deeper into the content that Hudson has on this topic. If you look on their website, there are hundreds of pages that are very deeply relevant to what they’re talking about here.

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At the bottom of the article, and still no links

There’s SO many opportunities to get you deeper, to immerse you into their website, that they’ve just missed because there’s no internal links as you move through this content to really immerse yourself and take you deeper into all of the thought leadership that Hudson has relevant to this topic.

If you have a bounce rate issue on your blog, that’s often really a problem with internal links. If you look on your blog on Google Analytics and your bounce rates are sitting at 70%-80% (really quite high) it’s likely it’s an internal link problem.

You have a bounce rate problem because you’re not giving people the ability to really immerse themselves into your content. You’re not linking through to all of the relevant things that someone who is arriving at this page cold would find interesting. The majority of visitors are starting here on this page, without coming from your home page. They are arriving on this content from Google, without ANY context, so have a think about how you can use links to bring them deeper into your website.

Let me show you an example where this is done really well which is the Buffer site. Buffer is a social media company. Let’s work through this article on their blog on how to create a social media calendar.

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The article from Buffer – full of highly relevant links

If I’ve arrived here from social media or from Google search, again, I’ve landed on this page looking for more information about how to get a recurring social media calendar. What I’m going to see, as I move down the page here, is the first link about how “social media is hard”. Second link goes to Buffer’s “social media sharing schedule”.

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Three links highlighted, all visible before you have to scroll

What you’ll see as we scroll down this page is about every hundred words there is a new link to something that’s relevant. These links are both on their site and off,  there are huge amounts of really relevant content. The aim is to immerse you into their site, into their application, really start to build that relationship and make sure that I don’t just read article and exit, which is that ‘bounce’ problem that we’re talking about.

We’ve talked a lot on this series about avoiding distraction (See Sliders = distraction, and Your blog is a sales tool, make sure it sells).

Today we’re talking about the opposite end of the spectrum to distraction. The goal of internal links is to achieve immersion. You want a visitor to be deeply immersed into your content and want to find out more about all of the services value that you can offer.

So really work on providing that opportunity for a visitor to immerse themselves. When you do that, you’ll see great returns. You’ll build relationships and you’ll really get those subscription requests after you’ve demonstrated value.

That’s all for this Tuesday teardown. There are plenty more links down below where you can see some really great resources, including these pages, on how to build internal links.

That’s all for me today. I’m Steve Pell. That’s been another Tuesday teardown (click here to see more Tuesday teardowns).