Quality links help your site indexed well in the search engines. Internal linking also helps your sites to be authentic. All the search engines consider quality links as one of the important parameters while ranking the sites.

Search Engine Land columnist Chris Long has shared three ways to help marketers improve link equity and improve their search engine rankings.

Long says, “For many websites, there is a big opportunity to improve upon the link equity that has already been established. The best part about all of this is that these issues can be addressed internally, as opposed to link building which typically requires third-party involvement. Here are some of my favorite ways to reclaim lost link value.

1. Redirect old URL paths

On client websites, I often see discontinued product pages that haven’t been redirected or entire iterations of old websites where almost all of the URLs are returning 404 errors. Leaving these pages broken leaves too much unused link equity on the table.

Finding old URL paths and 301 redirecting them can lead to huge wins in search engine visibility. In one fell swoop, you can reactivate the value of hundreds or even thousands of links that are pointing toward your domain.

So the question becomes, how can you surface these old URLs?

There are a few different methods I use, depending on the resources I have at hand. Occasionally, I’ve had clients who just went through a migration that moved their old website to a staging site”.

3 ways to improve link equity distribution and capture missed opportunities

Search Engine Land

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