How much link juice does a sites homepage pass to inner pages and influence inner page rankings?
-
Hi,
I have a question regarding the power of internal links and how much link juice they pass, and how they influence search engine ranking positions.
If we take the example of an ecommerce store that sells kites.
Scenario 1
It can be assumed that it is easier for the kite ecommerce store to earn links to its homepage from writing great content on its blog, as any blogger that will link to the content will likely use the site name, and homepage as anchor text.
So if we follow this through, then it can be assumed that there will eventually be a large number of high quality backlinks pointing to the sites homepage from various high authority blogs that love the content being posted on the sites blog.
The question is how much link juice does this homepage pass to the category pages, and from the category pages then to the product pages, and what influence does this have on rankings?
I ask because I have seen strong ecommerce sites with very strong DA or domain PR but with no backlinks to the product page/category page that are being ranked in the top 10 of search results often, for the respective category and product pages.
It therefore leads me to assume that internal links must have a strong determiner on search rankings...
Could it therefore also be assumed that a site with a PR of 5 and no links to a specific product page, would rank higher than a site with a PR of 1 but with 100 links pointing to the specific product page? Assuming they were both trying to rank for the same product keyword, and all other factors were equal. Ie. neither of them built spammy links or over optimised anchor text?
Scenario 2
Does internal linking work both ways?
Whereas in my above example I spoke about the homepage carrying link juice downward to the inner category and product pages. Can a powerful inner page carry link juice upward to category pages and then the homepage.
For example, say the blogger who liked the kite stores blog content piece linked directly to the blog content piece from his site and the kite store blog content piece was hosted on www.xxxxxxx.com/blog/blogcontentpiece
As authority links are being built to this blog content piece page from other bloggers linking to it, will it then pass link juice up to the main blog category page, and then the kite sites main homepage?
And if there is a link with relevant anchor text as part of the blog content piece will this cause the link juice flowing upwards to be stronger?
I know the above is quite winded, but I couldn't find anywhere that explains the power of internal linking on SERP's...
Look forward to your replies on this....
-
The Pagerank of a page, no matter what page it is, will flow out of the page to the pages to which it is linked. The amount of Pagerank that is passed to a specific page is determined the amount of pagerank the linking page has, the number of links on that page, and the subtraction of a certain percentage of Pagerank (because the algorithm determines that there will always be some lost).
Take your first example:
Let's say the homepage has 100 units of link juice (just work with me here). And let's say the homepage has 16 links on it to 16 pages and the percentage of link juice lost off is 20% (I'm not aware they've ever told us exactly how much is lost). After the 20% decrease, the homepage has 80 units of link juice to pass on to the linked pages. Since there are 16 links, each page gets 5 units of link juice (80/16=5).So, in the case of your first example, where a site's homepage has a lot of links coming to it and the category and product pages don't have any, that may be alright for them. If they have a good link structure, they may pass enough Pagerank through their internal links to the category and product pages to give them enough authority to out rank other similar product pages. This actually works very well for sites because typically you want the homepage to rank for more general keywords which are more competitive and category and product pages to rank for more specific keywords which are less competitive. So, the pages that have the most authority are competing for the most competitive keywords.
In your second example, it works similarly, the blog pages each pass a certain amount of Pagerank to the homepage based on how many links each blog post gets (and how authoritative those links are) and how many links are on those blog post pages. Each post may be passing only a small amount of Pagerank, but since the blog has a lot of blog posts all linking to the homepage, it starts to add up. That builds up the Pagerank of the homepage, which can then be passed on the category and product pages. You can also pass Pagerank directly to the product pages by linking to them in the blog posts.
As to whether having a relevant keyword in the anchor text increases the amount of Pagerank passed in the link, no it doesn't. It can, however, contribute to the linked page's link reputation. The anchor text in the links to a page are one signal to the search engines of what that page is about and, thus, what keywords that page should rank for. So, having relevant keywords in the anchor text, can help a page to rank better for specific keywords because it increases the page's reputation for that keyword. This, however, I believe has been somewhat weakened lately with Google's updates. Do to spam abuse, I think Google has lessened the signal of anchor text.
I hope this to make it more clear for you.
Kurt Steinbrueck
OurChurch.Com
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Does an EAT score on my YMYL site impact my rankings?
I've read some conflicting information on YMYL and EAT. If the Google Quality Raters are out there reviewing YMYL pages and scoring them on EAT, does that site's score have an impact on that page's/site's ranking?
Algorithm Updates | | BFMichael0 -
What happens if we remove all the links to internal pages from our homepage?
Hi Moz community, We wanna give a try by removing all the links from homepage to internal pages and keep just a free trial button. Will this impact our SEO anyway? We have nearly 15 important internal pages at 2nd and 3rd hierarchy level. They may drop in rankings but we want to risk for few days to understand how it works. Your opinion please! Thanks
Algorithm Updates | | vtmoz0 -
Do the back-links go wasted when anchor text or context content doesn't match with page content?
Hi Community, I have seen number of back-links where the content in that link is not matching with page content. Like page A linking to page B, but content is not really relevant beside brand name. Like page with "vertigo tiles" linked to page about "vertigo paints" where "vertigo" is brand name. Will these kind of back-links completely get wasted? I have also found some broken links which I'm planning to redirect to existing pages just to reclaim the back-links even though the content relevancy is not much beside brand name. Are these back-links are beneficial or not? Thanks
Algorithm Updates | | vtmoz0 -
Why are Google Webmaster Tools' Google rankings different to actual Google rankings?
Dear Moz, We have noticed that according to Google Webmaster Tools one of our client sites is ranking very prominently for some of the major key phrases that we are trying to rank them for. However, when we perform a Google search for these queries, our client's content is nowhere to be seen, not even on the 5th page (we logged out of the Google account before performing the test). A long-term manual spam action on our client's site was recently lifted by Google - is it possible that Google Webmaster Tools is providing data about our client's estimated Google rankings, without taking into consideration the penalty of the manual spam action which was taken? Thanks
Algorithm Updates | | BoomDialogue690 -
How vital is it for a site to have a mobile site for mobile SEO?
With the exponential growth in mobile device sales and usage and an expected 980% growth in advertising next year for/on mobile devices, we at http://www.mobilewebsitegurus.com decided that it was time to help companies create great looking mobile websites that are user friendly and SEO friendly at affordable rates with tons of features built in from the start. However, when selling our design, how important is it to have a GOOD mobile site compared to a big one to rank on mobile devices? We head that Google was thinking of only showing mobile sites on mobile devices. NOT TRUE. Then we read/heard that the rankings were MUCH BETTER if you had a mobile site, but after a lot of research we found that too NOT to be true. On most sites there were NO difference. So what is the TRUTH about this and is it maybe just that it will happen, just has not happened yet - the different rankings for mobile and regular sites on mobile devices that is? ANY insight in this would be great not only for us but for the entire SEO community 🙂 Thanks. ALSO, add "Mobile SEO" to the boxes below of "Topics" since mobile SEO will grow in importance.
Algorithm Updates | | yvonneq0 -
Site-wide Footer Link on Client/Friend Website - Dangerous?
Hi Guys, I've got a friend / client / business associate who's website I helped develop. It's a three letter dot-com, so good trust, and an eCommerce site, so lot's of pages. When I launched my new site about 6 weeks ago I put "Official IT Partner of MySite.com" in the footer. No keywords in the anchor text, just the domain URL... There are no other external links like that on the site whatsoever, and I haven't been hit by Penguin. I'm ranking well for local targeted keywords a few weeks after launch, and traffic continues to increase... I am worried that Google will see this is unnatural, but I've received no warning or experienced any decline in rankings. There's about 2800 pages linking from the site to my site, all in the footer of course. Would it be better to remove the link from the footer and add it just to the home page and a couple of other high authority pages, or should I leave it be. It's not "unnatural", I am affiliated with the site and work in partnership with the site, but it does fit that profile. I'm thinking about removing the footer link and adding a small graphic on the home page of the linking site which links to my root domain, with a couple of broad keyword anchored links in a description underneath that also link to relevant pages on my site... What do you think? 2800 links w/ my URL as anchor text from high Domain Authority / Low Page Authority pages (the homepage and a few other pages have decent authority) to my root domain OR Three different links from one High DA/ High PA homepage (one image alt, two anchored w/ broad keywords) to three different pages on my site. Again, there are no other site-wide external links on the domain, and I'm pretty sure I escaped the Penguin. Looking forward to hearing the different points of view. Thanks, Anthony
Algorithm Updates | | Anthony_NorthSEO2 -
Index Page lost rankings? Please Help!
This morning I ranked highly (Page 1 UK Google) for over 50 keyword search terms for my website http://www.careworx.co.uk This afternoon my rankings have bottomed out and dropped pages? I have not been de-indexed it appears and many of my sub-pages are still highly ranked. Would anybody know what has happened? I know of Google Panda but I would've seen results drop before now so I'm very concerned. Don't seem to have lost any links etc and am careful to balance SEO with a mix of techniques to keep Google happy and again, have not been de-indexed. Can anybody offer advice please, or let me know how I can rectify this.
Algorithm Updates | | andystep0 -
Google place page Images
Is there any real difference in uploading an images directly to your google places page or linking an image from another site? I have heard that you get better results if you upload a photo to photo bucket then to insider pages then post that link to your google places page. To me it just seems a bit odd to do things this way. I get that it's suppose to give you more back links however I don't think it would necessarily be relevant or useful for the user. Any thoughts??
Algorithm Updates | | christinarule0