Search engine optimization is a long and difficult process. Many things apply to seo a website successfully. Building links from external sites is a critical step towards success. However, many webmasters forget to build internal links as well. Even more important – linking the right pages to others to optimize traffic and rankings are important. A webmaster needs to identify which pages of his website carry the most link juice and then use that internal power to distribute the link juice down to pages that carry less linking power or to new pages for better indexing.

But what is the best link strategy for in-site SEO success? Imagine you write a new killer article and link from it (because it’s convenient while working on it) to other pages of your website. Cool. You got the internal linking under control. Wrong!!!! The new page has no link power at all and therefore your links do not carry anything in regards to link juice. Once your article is ready you need to go back and find other pages on your website that are good link partners. You should look at it the same way as if you would search for external link partners. Where is most of the power coming from? Which topics are related the most?

Once identified a webmaster needs to update older pages and link to the new one. More important – those links need to be keyword-enriched as well. A webmaster needs to use those keywords he/she wants to be ranking for with the new page of content. It is better to work with very targeted links and not with brute-force linking on non-matching keywords.

Conclusion: SEO has many faces and many pieces to it. No one step will bring you to the top. Only a combination of things will provide the best impact. Too often a webmaster hears about buying links to his site or about doing link exchanges. Too often a webmaster fails to identify his/her most powerful pages and to use them to carry link juice towards less powerful pages. Every time a Google Page Rank update happens a webmaster should go back and inspect his website and identify the pages that have a higher page rank than others and use those to “promote” pages with less Google Love.