Deep linking is a core feature of search engine optimization. Whether your goal is to increase increase traffic from a target audience, or traffic overall, deep linking can be an effective and necessary tool to improve frequency and direction of visits and subsequently sales and public opinion. Two main types of deep links exist in search engine optimization (SEO).
Internal linking: Keywords are hyperlinked to other relevant content in your site. This improves traffic within a site by advancing readers’ attention to additional related content. Many sales are lost when customers are unable to easily link from a homepage to the correct product page. Deep linking improves site usability by immediately satisfying customer needs and interests, whether for additional information, or to immediately initiate a transaction.
Perhaps the best example of internal deep linking is Wikipedia. Easy internal navigation is the backbone of this nonprofit encyclopedia. It makes navigating through a world of information seamless and easy.
External linking: This form accesses content of an outside web page, bypassing the given site’s home page or directory. In this way, deep linking can be both blessing or a curse. External links are more important than internal links, as they result in higher placement on lists of of sites returned as relevant. This is why it’s important to network with other sites and authors to mutually increase traffic.
Instead of pointing an audience to the homepage of an outside site, an external deep link will bring them to a page within that site which contains relevant information to the theme linked from. This benefits the external site author by increasing traffic to little accessed pages, improving the page rank amongst search engines. The possibility lies here for plagiarism if credit isn’t given where it’s due. Cases have been brought up in courts between companies in which one has deep linked to the service pages of another, thereby by passing remuneration system of one. This in essence can be considered theft of services, and can be devastating for companies that charge for their content.
Deep linking is a great way to build up rankings amongst search engines who rank and list results based on the number of links to a specific page. External links carry more weight than internal, so another site that links to one of your pages is a good thing. However, linking to another’s page to access their content without giving credit to the site’s author can be damaging and illegal.
Deep linking can be a blessing or a bane to web authors. Used well deep linking can benefit everyone involved and create a stronger community of information providers. To succeed online it is necessary to stay as well connected as possible. Now, this means adapting and mastering this important tool.