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So, what's a link structure, then? Well, your link structure is your pathway of accessibility. It's how users and search engines will find your content and your dealer's inventory. And that pathway is something we call CLEAN NAVIGATION. Creating a web of interconnected inventory list pages (using internal links) that makes it possible for users (but really search engines) to navigate from the home page to the highest priority inventory list pages. That is clean navigation.
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IMPORTANT: When creating the link structure, it is important to check that you are creating a clean navigation stucture of canonical links only! Here is the doc for reference: ARI Canonical Go-Forward Process - DigMS - Digital Marketing Services - Confluence (atlassian.net). |
Information Hierarchy
The internal link structure also establishes information hierarchy. INFORMATION HIERARCHY is how we tell Google which content is the most important for our website. Basically, the closer your content lives to the home page of your website, meaning the fewer clicks it takes to access your content, the more important Google will think it is. You're literally establishing the priority of your content based on where you link to it, the more clicks it takes to access a piece of information the less important Google will think it is.
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So, now that we’ve picked a template (Funnel), we need to know what each page gets in order to put the link structure in place. Every page of your website’s internal link structure needs the following optimized:
Title tag
H1
Meta Description
One SENTENCE of on-page content, just enough to create/preserve your link structure
On-page buttons (child links)
On-page in-text link (parent link)
Remember, though, when you reach the bottom (or end) or your link structure, you should only have one button on the page, your parent link. That doesn’t mean you won't change this in the future, just that you’ve reached the end for now.
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