Internal links have been around since 1996.
It is the staple of SEO.
Relatively fewer users typically click on external links, however adding more internal links can improve your website’s search engine rank.
Internal links can also be used when designing websites in order to visually prop up more effective content architecture.
With an improperly structured website, external linking pages points might actually collapse lower on the SERP than expected.
A higher conversion rate for any given page could have been attained if instead of pointing the users back towards a few well-chosen internal links that provide short-term value before directing them to something else.
Watch or listen to the entire episode to know a lot more.
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