Linking – internal and external
The other key point to consider when SEO writing is how you link the text to other parts of the internet. If you reference a particular point, or think the reader might want to find out more about a particular topic, you need to set up hyperlinks to that content when you publish the article.
These links can be internal to your website. They can point to another part of your website where the reader can find out more about a specific topic.
Or they can also be external and point to another website, if your website doesn’t have the right information.
Search engines see links as positive, because they are there to help the reader. They essentially ‘glue’ content together across websites. Google likes you to have a combination of both internal and external links on your pages.
These links should feel natural where you can. It’s considered better practice to have them embedded into the text rather than overtly called out as links. So, for example, it’s better to say “we could talk about how to improve advertising copy” than to say “click on this link to read about advertising copy.”
Follow and Nofollow links
For external links, you should decide whether to make these “Follow” or “Nofollow” links.
When you set a link as Follow, it tells the Google search bots to register your link between your website and the external website. If you are a popular website, this effectively boosts the popularity of the linked website by authenticating the authority of the link. But if you do not wish to pass on this popularity or link juice as it’s sometimes known, you can set the link to NoFollow.
To the website user, they won’t see any difference, the link will still work, but Google won’t recognise the value of the NoFollow link.
The more that other sites link to your site, the higher your perceived Site Authority is. In the world of SEO, this is called Domain Authority and sites like Ahrefs, Moz and SEMrush can help you identity your sites authority and also those of your competitors.