Pet Copywriter Lori

When it comes to ranking on Google there can be a lot of factors. In fact, Google says there are over 200 factors that can help your website rank. But some matter more than others. Over the past few years, Google has said that links aren’t an important factor. At least not what it once was. But is that really what the results show? 

How Important Are Links?

While internal and external linking might not be one of the top-ranking factors, they do still matter. If you look at any of the sites on page one right now you will see a few things. 

1. A good Domain Authority
2. Links

So there is something to be said there. 

Google states that links are not in the top 3 factors that will rank your website. But many experts like Neil Patel believe they are still very relevant. 

Why Links Are Important On Your Website

Links have a lot of benefits to your website. However, not all links are created equal. We’ll talk more about that later in this article. Internal and external links support other ranking factors as well. Such as DA and Page Time. But let’s take a closer look. 

Links Help Your Domain Authority

Your Domain Authority, or DA, is a unique statistic. This metric is not actually part of Google. It was created by Moz as a way to identify how your site will rank. In short, if your competitor has a 90 and you are sitting at a 15, their site will rank higher. 

While this isn’t an actual ranking factor, it’s a good indicator of your overall SERPS snapshot. Furthermore, each SEO tool has its own factors for ranking. Just like social media algorithms. 

Your website’s DA will rank from 1 to 100, with the higher number being more favorable. This ranking will also include links. The number of them. The quality, and any backlinks you have to your website. 

Links Keep People On Your Site Longer

One thing that is a ranking factor is how long people are spending on your website. External links might take a reader away, however, internal links can keep a reader bouncing around your site for longer. The more interesting content you have on your website, the higher the chance visitors will click on a link to read another. 

Links Support Your Expertise

This is the internet, and people can say anything. And quite often it will be taken at face value. However, having studies, or other information to back up your claim, can be powerful. This is all a part of your business’s social proof. While it might not be a direct critical factor, quality content is. And having proof that you’re giving readers accurate information will help your overall rankings. 

Links Help Google Understand User Intent

User intent is what Google is looking for now more than ever. If I am searching for something there are normally a few categories that it could fall under. Such as purchase, information, etc. In short, what stage of the buyer’s journey are viewers in. All of this will mix with a user’s browser’s own history and a bunch of other factors. Having links can help tell Google what the user intent is. 

For example, if you are reviewing the best leashes for agility training, you might link out to the different leashes. People who are already shopping for a specific leash, wouldn’t need your article. They are already ready to buy. But someone just looking to start agility might not know where to shop yet. 

Best Practices For Links

There are some things that you can do to improve your link game. 

Use Credible Sources

Spammy links are no good. And Google will know. So make sure you are using links from a good website. For example, the FDA or other studies. Don’t link to other blogs, unless they are a big name in the industry. Think AKC for dogs. 

Anchor Text Matters

Google likes to understand how customers interact with links. And having the right anchor text for your link will help. Anchor text is the highlighted text that holds the link. A quick example:

You are linking to a study about peanut butter being made with dangerous sugar for dogs. You would want the link to make sense. So you might use the phrase “toxic peanut butter” as your anchor text. Not “some companies”.  Also, try to avoid the words “click here”, “read more” and other common phrases if you can. 

Where Should I Put Links

You should post regular content such as blog articles on your website. These types of posts update your site often and show Google that it’s active. Furthermore, it gives you a palace for links. 

How Many Links Should I Use

In reality, you should use what you need. Don’t force links, but you want some. I recommend that you aim for 3-5 links per blog article. That is for both internal and external. Sometimes you’ll need more of one than another and that’s okay. 

Conclusion

While Google claims links are no longer in the top 3 ranking factors, their importance should not be underestimated. Links continue to play a crucial role in enhancing a website’s visibility and authority.

Firstly, links contribute to a website’s Domain Authority (DA). While this metric isn’t part of Google’s ranking process there is a correlation. Internal links also contribute to keeping visitors engaged on a site for longer periods. This positively impacts metrics like page time and bounce rate.

Furthermore, links help showcase your credibility and expertise. By providing verifiable sources and supporting studies, websites build trust with their audience. In Googles new Helpful Content Update (Sept 2023) links help bots understand user intent.

Make sure your links are from credible websites and use appropriate anchor text. Finally, while the landscape of SEO may evolve, links remain important to search engine results. 

Struggling to grow your pet business? Get the strategies you need for success! Sign up for The Pet Business Breakthrough newsletter and grab your FREE copy of “7 Growth Rules for Success” today!