Links and content have always been regarded as the standards for website construction and search engine optimization. In the process of practicing website optimization, the role that high-quality content and high-quality links can play has become indispensable. No one can ignore content, because both the website and the search engine itself are based on rich content, and the effect of unique high-quality originality is even more obvious. Therefore, the author stubbornly insists that "The Core Competition of Website Construction and Optimization" Strength is originality”. Since "content is king and links are king", links are defined to the same position as website content, and their role cannot be ignored.
The fact is that search engines crawl content one by one. Regardless of internal links or external links, their original function is to facilitate search spiders to crawl and retrieve page content. Based on this principle, of course, the more links, the better, because this will make it easier for search engines to crawl the website content in more detail. However, links are not only limited to quantity, but more importantly, quality. Moreover, the focus of internal and external links is also different. Reasonable link construction must be differentiated between internal and external links. Why do we say this? What role do internal and external links play in the process of website creation and optimization? We try to return to the essence of links and conduct an in-depth analysis as follows:
1. The role and significance of links for search engines
How can search engines continue to discover more information? The search spider program starts from a website, continues to search in depth along the links, and crawls the content while crawling the page. So we can understand that search engines cannot do without links. Without links, search engines will not be able to discover new pages, and will not be able to retrieve new content. Therefore, search engines particularly like links, and are even somewhat hungry for them, because links are necessary for search engines. Thinking about it in reverse, if a website does not link to any website, nor is it linked to any website, what is the difference between it and an isolated island? Naturally, such an isolated website cannot be actively discovered by search engines, and there are few external links. The smaller the website, the less chance it will be found by search engines.
Therefore, links are first of all a necessary condition for search engines to retrieve content. Websites with a considerable number of links make it easier for search programs to crawl and grab page content, so it is reasonable for them to be favored. Secondly, from the perspective of search engines, just like real interpersonal relationships, people will naturally pass on good and quality things. Especially external links. External links with excellent quality and considerable quantity are naturally equivalent to continuous recommendations to search engines. This is why when building and optimizing a website, special attention should be paid to link building. Generally speaking, for small and medium-sized enterprises, those websites with high weight and acceptable rankings have considerable quantity and quality of external links. Therefore, links, whether they are external links or internal links, cannot be ignored. If you want to increase the weight of the website, links are definitely the golden partner of content.
2. The main purpose and implementation method of external link construction
In the process of website construction and optimization implementation, it has become a consensus that we must pay attention to link building (especially external links). What is the reason and purpose of doing so? I don’t know how many webmasters have conducted in-depth and systematic thinking. We know that links come in two forms, one is a direct URL, and search engines can recognize it regardless of whether the link is exported through tags. The main function of this link is to facilitate search engines to crawl and retrieve page content. The other is the keyword anchor text link. This link method has better quality and can effectively facilitate search engines to retrieve the page content. Because it uses the form of anchor text, it is equivalent to telling the search engine the theme of the target link website.
There are many ways to implement external links, such as exchanging friendly links, forum signatures, group blogging, etc. Although these methods have become increasingly rare, there are still many webmasters who are happy to do it. Because although search engines have slowly diluted the weight of these links, they can still win by quantity, which also shows the dilemma of link building. It’s not that there is no better way to obtain high-quality external links, but it requires more hard work, and that is soft articles. High-quality soft articles published on platforms such as Admin5/Chinaz will receive a large number of reprints in a short period of time, because most such websites allow one URL to be placed. When the soft article is forwarded, the link is also taken to the forwarded website.
3. How to layout and implement internal links to achieve better results
Internal links are links that are limited to links under the same domain name or website. From the perspective of search engines, the main function of internal links is to allow search engines to search the website more conveniently and quickly. Because even if it is a website content, if there is no necessary navigation or site map to link various web pages to each other, search engines will not be able to crawl and retrieve many pages. Another very important role of internal links is to transfer weight. We often see some websites bold and blacken keywords in the middle of the article, and then link to their own website domain name or website homepage. The purpose of this operation is to continuously transfer weight. passed to the home page.
There are many ways to lay out internal links. The main purpose of the site map we often see is to implement internal links. Of course, it also facilitates browsing and retrieval of the website; a similar method is breadcrumbs, which are in the upper left corner of each article. Or in the upper right corner, there is a current location indicator text similar to the website path. What needs special explanation here is that whether the site map or the current location indication of the breadcrumbs, the corresponding URL link should be added, otherwise it will not have any internal linking effect. We often see that under some articles, the previous article is a certain article, the next article is a certain article, and some will list five or six related articles, and the purpose is mostly to increase external links.
4. Deeply understand internal and external links and achieve harmony without difference
Since they are all links, they must have a lot in common. At the very least, their main role is to facilitate search engine spider programs to crawl and retrieve pages. But internal links and external links are different. The main purpose of internal links is to allow search engines to search the page content more deeply, and at the same time, appropriately transfer weight to the specified page through anchor text. In other words, the main purpose of internal linking is to increase the weight of a certain page in a targeted manner, and internal linking is based on the internal operation of the website. Basically, as long as the method is correct and implemented in place, you can achieve success. Moreover, there are many and fixed ways to implement internal links, so as long as the content is rich enough, internal link construction is not a problem.
But external links are different. No one wants other people’s URLs or keyword links to appear on their website. Because not only does this have a bad image, it always feels like being advertised by others, but also because of the existence of exported links, it will also lead to an invisible loss of weight. Therefore, external links, especially high-quality external links, are relatively difficult to implement. If you want to obtain high-quality external links for a long time, soft articles should definitely be your first consideration. The main function of external links is to recommend the entire site to search engines, and its main purpose is to increase authority; the main function of internal links is to allow spider programs to deeply search the page content and transfer weight. Only the organic combination of internal and external links can effectively improve the overall weight of the website. The two cannot be eliminated and the other cannot be biased.
Although we know the role of links, more often than not, our understanding and implementation may be too biased. When implementing website construction and website optimization, internal and external links must be treated differently, because their purposes and functions are different. Professional website construction company Yinghang Technology ( www.joyweb.net.cn ) believes that just as content and links are necessary factors for website authority enhancement, for a website, high-quality external links and rich and reasonable internal links must complement each other. Both are needed and both are important.