How to Battle On-Site Linking Issues
By Hope Hopkins, writer, OMC
Many people don’t realize that Google’s PageRank
algorithm can be used in other ways besides being
applied to external links. For example, it can be
used as an analysis tool to determine the health,
strengths, and weaknesses of on-site links. This is
important, because out of all the factors affecting
a website’s ranking, there are only some which you
can fully control yourself.
Unfortunately, websites are bound to have problems
with their on-site linking structure. If you fail to
optimize these links, you may see non-indexed pages,
pages relegated to Google’s “Omitted Results”
filter, and orphaned pages.
Content Management Systems (CMS), which drive the
majority of large corporate websites, present many
issues. They are limited to including customizable
meta tags, title tags, and keyword rich pages. CMS’s
are complex tools, and if the people configuring
them are not confident about what they are doing,
their work will lead to disaster.
Your promotion environment may be a huge factor in
preventing your on-site linking architecture from
being optimized. This will typically include factors
such as logos, icons, and color schemes. Often,
there will need to be a trade-off between optimal
linking structure, and real world promotion
In conclusion, link building should be done in a
focused and proactive manner. Each on-site link
should have its own rationale behind it. Leveraging
Google’s published PageRank algorithm will help
determine a site’s linking strengths and weaknesses.
The hard truth is that you might experience a drop
in rankings, traffic, and sales, due to a
non-optimal on-site linking structure. So, keep
building and optimizing those links!
---Source: OMC Oct. 15, 2010 online