How important are Internal Equity-Passing Links in rankings?

[ramirez_salvador]

Hi,I ran opensite explorer of a customer site: www.enviosadomicilio.com and compared it with the most ranked competence sites.

In almost all the factor enviosadomicilio.com has the best scores, except in Internal Equity-Passing Links.   The competence has aprox 20K Equity links and another 2K  meanwhile enviosadomicilio.com only have 296.

Do you think that factor could be the reason that enviosadomicilio.com are in ranking 15th while the competence in 1st and 3rd?.

How could we get Internal-Passing Links?,  we don´t have a lot of products or categories in the site.

Thanks a lot.

[ClaytonJ]

Internal links are very important.  Often you can change internal links, and all other aspects being equal obtain an improvement in rankings. The article by Bruce Clay, is old but is still contemporary in outlook.

http://www.bruceclay.com/seo/silo.htm

So in answer to your question - internal linking is very important, from a linking perspective but also a customer perspective - as it usually facilitates a good user experience.  Internal linking also confirms to google what your site is about, as related pages link up. So a page on CTR has a clickable link to SEO & SEM definitions etc. etc.

On a factor in ranking - absolutely however on why 15th instead of first. I would not jump to conclusions do a site audit.

https://moz.com/blog/technical-site-audit-for-2015

See what the site audit reveals and move on from there.

Hope that assists.

[ramirez_salvador]

Thank you,

I'll do the audit.

I dont understand why they have 20K of internal links if the business isnt big and dont have a lot of sections.  Is there a practice to create massive internal links dynamic?.

Maybe they have maximum 20 sections or categories and maximum 200 products. We are in the flowershop business, are limited the products and sections.

Thanks

[ClaytonJ]

Salvador

I can't answer that question as it would only be a guess.  But many ecommerce sites / ie florist sites, have pages for different suburbs, towns and then there is all the different products. The logo on each page... it goes on.

It is simply too hard to guess.  The best think to do is focus on the customer experience - of your customer. Learn from your competitor - but focus on your customer. They are the most important.

When did you last do a customer survey? on your clients user experience on your site?  I am guessing, but spend some time on your user experience.

[ramirez_salvador]

We had not realized customer experience survey in a couple of years, we are focusing in ranking, linking and follow competence.

With your advice we'll wider our focus.

Do you have any link with customer survey documentation?

Thanks

[ClaytonJ]

Salavador

You can use survey monkey they have plenty of templates.

But the best thing to do to get started (which is what I do) - is ask a couple of friends (my female friends always give me better answers) - simply say to them, I will give you a voucher or dinner, can you review my site, and be blunt and harsh. Tell them to make 5 dots points of things they think should be fixed.

As soon as they have brought them to your attention, you will know they are right! and you have lots of work to do...

Often we get caught up in the technical looking at moz metrics and forget about the customer.  It is normal - I do it.  Worrying about competitors.  If a customer has a good site experience they will find you another customer! and it did not cost you anything...

[ramirez_salvador]

Thanks for your advices are so worthy

[ClaytonJ]

Pleasure - now go smash them..