Optimising Links – SEO – Link Building Strategy

Another way of optimising a website is to understand how pages are linked together. Some marketers argue whether optimising links in a page can help search engine rankings? It is my opinion that links do matter, for example; search engines will look through a page of one website called the “referring domain” and sees what external or internal pages the website is linked to. The page being linked to is called the “target” page.

It is in the best interest of every editor of a website to produce awesome unique content that other businesses want to refer business to your website and that is called inbound marketing. The most linked pages on the internet that makes a site “reliable” or “authoritive” are linked pages within Wikipedia, YouTube, and Amazon.

The Domain Name

To access the internet you will need to use a browser. A web browser is a platform that contains a lot of websites, such as chrome, firefox or mozilla firefox which is already installed on a device. If you know the name of a specific website you are looking for, you are likely to type the name into the bar on top of the browser page. The bar is called a Uniform Resource Locator (URL) and looks like this;  http://www…..  The name of the business website is called a “domain name” (in marketing terms)

The picture below shows you how a business website is structured. The “www” bit is short for world wide web (before the worldwide web was a number of servers). example.com is the website. You can just search for a business using “example.com” in the search bar. If the website is a direct hit, then you can access the home page (ending .com) the forward slash /eg is a specific page within the website.

The editors are programmed so that the web page can be read in a text language called HTML. When a search engines read HTML, they look at all the elements that make the URL including linked pages. So the home page URL will look like this <a href=”http://www.example.com”></a> The target name as pictured above starts www. so these editors become useful to you as you don’t have to know the full URL or HTML code.Optimising links for a website. How website links work

What Link Optimisation Looks Like

You may probably need to use links in articles:

  • As a reference (sourcing information)
  • Adding extra value of information to your readers
  • Showing them where they can buy your products or subscribe
  • ..many other reasons…

The first step in any link building campaign is to write fresh, informative content in a text document. Add relevant presentations and optimise your website images to help the website get the point across to your readers.


  Keep note of the text; “optimise your website images” link. This is what “link optimisation” looks like! We’ll use this as an example “Optimising Links Strategy” below.

How To Optimise Website Links

Most text documents like Open Office or Microsoft have toolbar within the text editor. In order to link pages together there are some steps to follow.

  1. Select the text you want someone to click on (by doing left click and drag)
  2. Click “hyperlink” picture (which is either a picture of a chain with/out a globe behind it

Link optimising - search engine optimise links for the web

3. In the “target” section, write where you want the text to point to. This means writing the full domain name of the website (and specific web page if necessary). Press ok or save and again to save the document. If you are using worpress and planning content on it, you can “preview or publish” the article to view the web page in full to see how it looks to your reader.SEO link Building strategy - SEO hyperlinks on a website page

Web Page Optimisation

Just a quick tip here. When an article/editorial has been done, you may want to think about the name of the web page. It is ideal that you use strong keywords in the title because it can qualify your website to be ranked!. Use the most used keywords on your website to DESCRIBE what the page is about.

Optimising Links Strategy

(Using the example from quote above – optimise your website images)

Optimising links in a website is just another SEO strategy. If you click the link (a new window will open) you can see the full domain name in the URL.

The URL being www.websitepresence.co.uk/how-to-optimise-your-images-for-your-website.

So when a link is made to connect one web page to another, people see the text in pink but the full HTML URL is  <a href=”http://www.websitepresence.co.uk/how-to-optimise-your-images-for-your-website”>optimise your website images</a>

Try to avoid using words like “click here” for “more info”; they don’t describe where you are sending readers to or have any weight behind the SEO.

Inbound Marketing

After your page has been optimised and you review your analytics, it’s possible to find out who is linking to your your page. These websites are called referral websites. If many pages link back to your web page, search engines can rank it as a page of significance thus making your website “authoritive”.

In order to rank well it is best to have a mixture of both links internal and external links. It is not advisable to link to a competitors URL but to that which could favor your business. An example would be if Business A is a mortage organisation and Business B is in real estate as an example.


Checking Your Website Links

Make sure that all your hyperlinks are connected to live website pages. There’s nothing more frustrating for a reading to reach a targetted page that doesn’t exist (what we call broken links). You can check 404 error pages by installing plugins or checking in Googles search console.