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Five Reasons Why Deep Links Help—Not Hurt—Your Site

by Larry Kim  |  
August 3, 2010

Historically, companies that monitor links to their websites haven't looked kindly upon inbound "deep links"—links to site pages other than the homepage or other top-level pages.

Some objected on the grounds that deep links cause visitors to bypass a site's main advertising or branding page. Others were concerned that visitors might not recognize that they are on a new site and so might interpret the linked page as part of the website that linked to it.

But the truth is that deep links can actually be really good for a website. Here are five benefits they provide.

1. Deep links improve your search engine rankings

If you are serious about optimizing your website, you likely know that inbound links can boost your site's search engine rankings. The more high-authority sites that link your way, the higher your site will appear in search results pages (SERPs).

Well, your rankings can improve even more dramatically if other sites are linking to a variety of your site's pages, not just the homepage. That's because search engines infer that content throughout your site is worthwhile and so the engines reward you by improving your standing in the SERPs. Also, having deep links implies you are getting links the natural way (editorial links) as opposed to paying for them. (A fair number of paid link services will perform link building only to your site's homepage.)

2. Deep links increase your site's traffic

If deep links can increase your search engine rankings, it's pretty much a given that they can increase your site's traffic. The higher your site appears in search engine results, the more people who will learn about it and visit it.

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Larry Kim is the founder/CTO of WordStream Inc., provider of the AdWords Grader and 20 Minute PPC Work Week.

Google+: Larry Kim

Twitter: @larrykim

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  • by Kathleen Keith Tue Aug 3, 2010 via web


    This article is so timely and really drills in what we each need to be doing to improve our page ranking and maximize our visibility and flexibility with our websites. It's SEO on steroids--we just need to use it and Do IT!

  • by amaraREPS Wed Aug 4, 2010 via web

    I like this article, because typically deep links are frowned upon, but this article brings up good points that I have often thought about. Deep links do keep od content alive, especially in content rich sites.

    Great article! :)

  • by FTC Taylor Mon Aug 30, 2010 via web

    Great advice, this really makes sense. Will have to implement this into m y linking process. The holistic approach to beauty.

  • by Nancy Ives Mon Oct 4, 2010 via web

    Larry-Thanks for the really good article. We just started our insurance blog and I am trying to keep track of all the good advice we find. I will keep this one in my favorites.

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