Links are constantly on the tip of the tongue of the Search Engine Optimisation. They are essentially the vehicle that will drive search engine ranking success and with a greater number of high quality links directed to the pages of your site, you can help assure that you will get better search engine rankings and therefore drive more targeted traffic. As well as having links that direct to the home page and the main product or category pages of your website you should also attempt to build deep links into the bottom level pages of your site.

What Are Deep Links?

A deep link is an inbound link that directs to a lower level page of your site. On an ecommerce website, this typically means that the link will point to the page of a specific product rather than to a category page or the home page. Product pages use very specific keywords and key phrases, which may be niche keywords or long tail keywords and these can generate a mass of traffic when added together.

Specific Pages

For non commerce based sites, for whom Search Engine Optimisation remains an important and potentially very beneficial form of online marketing, deep links can point to service pages or to deep pages that target one or two very specific keywords. The end result is typically the same; while each individual keyword may not result in many searches and may not generate that much traffic, when combined they can form the basis of a very strong Search Engine Optimisation campaign.

Controlling Links

With deep links, as with any links, it is important to try and ensure that those links use your Search Engine Optimisation keywords in the anchor text. The anchor text is the section of a link that is not HTML code, or the readable word or phrase that visitors can see when reading a page. One of the challenges of any link building campaign is attempting to gain some semblance of control over the anchor text that is used. Organic links; those that are offered freely by other Webmasters who have found genuine value in your site, are difficult to control but it is still possible.

Offer The Code

Offer some form of linking code on your pages. By doing so you are not only “allowing” other websites to link to you, but you are making it much easier for them to do so. The happy side effect of this is that you are also taking back a lot of the control over the anchor text that is used in creating those links. In Search Engine Optimisation terms, this increased control will hopefully mean increased traffic.

Search Engine Optimisation And Deep Linking

Search Engine Optimisation campaigns tend to concentrate a lot on the building of links and where a lot of websites and novice Search Engine Optimisation practitioners fall over is in the building of a link profile that concentrates solely on generating links to the home page and top level pages. These pages may require the bulk of your efforts, but by concentrating some Search Engine Optimisation efforts on deep pages you can generate increased traffic levels and generally improve your Search Engine Optimisation results.

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