Linking strategy is still important to content marketing, but it’s got a bad rap due to black hat SEO strategies from previous decades. Get some tips for legitimate internal and external linking in your home improvement blog posts below.

What Is Linking Strategy for Home Improvement Marketing?

Linking strategy refers to the act of including links in your own content in a thought-out manner that helps positively impact SEO and on-page experience. It also refers to strategies that encourage backlinks to your page, including writing relevant content people will want to share or guest posting on other pages.

This post deals specifically with your link strategy on your own pages.

External Links

External links are those that send people to pages off your own website. You might think that sounds like a bad idea, and certainly you don’t want to link to your competition.

But linking to high-authority, relevant pages to back up the information you’re providing can be a good idea. It creates trust with your audience and can also signal that your page is striving for the authority and quality you’re aligning yourself with via links.

You don’t need tons of external links on every page, but you might consider linking outside of your site when:

• You’re sharing a stat or fact you got from somewhere else. For example, an EPA statistic for how much savings certain types of windows might bring.
• You’re commenting on something that was shared elsewhere, such as a major news article about the value of home improvements.
• You’re sharing a valuable resource with your audience, such as a guide to window decor for the holiday season from Home & Garden magazine.

Internal Links

Internal links are links to other pages on your site. These links keep people on your pages longer and help guide them through your sales funnel. They’re also good for SEO, because they help search engine bots understand what your pages are about and how they interlink.

Follow these tips for a strong internal linking strategy:

• Use relevant anchor text. If you’re linking to a page on window repair, place the link on phrases such as “window repair” or “repairing your windows.”
• Never link to home pages. Link as deeply as possible to the most relevant page.
• Create linking that pushes people toward a conversion. If your blog post is on the cost of windows, you might link to information about specific buying options.