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By Emilia Gjorgjevska

10 months ago

Unlock competitive PageRank flow, link juice & solid crawl prioritization to maximize your SEO potential today.

Table of contents:

  1. On the importance of internal links in the generative AI era
  2. Why should big websites and e-commerce platforms be concerned about their SEO internal linking efforts in the era of generative AI?
  3. Why Is Internal Linking Important For E-Commerce Product Pages In The Era Of Generative AI?
  4. OK, I got it, but how can I combine dynamic internal links for SEO with schema markup to increase SEO revenue even more?
  5. What is the best way to implement dynamic internal links for SEO?
  6. What can I expect in the last stage of the dynamic internal links process?
  7. What’s next for dynamic internal links in SEO?

Internal links play a crucial role in optimizing a website’s visibility and ranking on search engine result pages (SERPs). These links connect different pages within a website, enabling search engines to crawl and index the content more effectively. When search engine bots encounter internal links, they follow them to discover and index additional pages on the website.

One of the primary benefits of internal linking is the enhancement of website navigation. By strategically placing relevant internal links, website visitors can easily explore and access related content. This improves user experience, reduces bounce rates, and encourages visitors to spend more time on the site, which indirectly signals to search engines that the website offers valuable and engaging content.

Over time, the evolution of internal links has been influenced by various factors. Initially, search engines relied heavily on the number of internal links to determine a website’s relevance and importance. However, as search algorithms evolved, the focus shifted toward the quality and relevance of the linked content. Search engines began analyzing the anchor text used in internal links to understand the context and relevance of the linked pages.

In recent years, the concept of topic clusters and pillar pages has gained prominence. This approach involves creating comprehensive pillar content that serves as a hub for a specific topic. Internal links are then used to connect supporting articles or subtopics to the pillar page, signaling to search engines the website’s expertise in that particular area. This topical clustering strategy helps search engines better understand the website’s content structure and improve its ranking for relevant search queries.

Internal links still play a vital role in SEO (big time), and facilitate the processes of  effective crawling and indexing by search engines. By leveraging internal linking techniques, websites can improve their visibility, organic traffic, and ultimately, their success in the digital landscape.

In the era of generative AI, internal links continue to play a crucial role in optimizing websites, particularly for big e-commerce platforms. As AI technology advances, search engines have become more adept at understanding content context and relevance. Internal links guide search engine algorithms in comprehending website structure and relationships, ultimately ensuring optimal visibility and ranking. For large e-commerce websites, internal links are of utmost importance due to the extensive volume and complexity of their content. 

A key aspect where internal links prove their vitality for big e-commerce websites is in the navigation and organization of product categories and subcategories. By incorporating internal links within category pages, websites can establish a logical and interconnected hierarchy, enabling users and search engines to navigate through various sections seamlessly. This improves user experience by facilitating efficient product discovery and simultaneously signals to search engines the significance and relevance of different categories.

It’s not only about adding schema or inserting random links: it’s about enhancing the entire workflow by prioritizing user needs and intentions. This is accomplished through cutting-edge automation that efficiently captures these requirements on a large scale. Why is scale important? Well, because prominent SEO and e-commerce websites like yours possess extensive data that requires careful filtering before it can be effectively utilized. To tackle this challenge, we require an intelligent approach that empowers us to execute state-of-the-art SEO work.

Our enhanced process involves the generation of links and the enrichment of knowledge graphs, utilizing APIs from the front-end to consistently obtain a relevant list of links, accompanied by the appropriate markup for each specific case. Additionally, our team of technology and data experts have refined the algorithm to implement a neurosymbolic approach. We utilize the graph to identify pages that align well within a given context. For instance, we can exclusively list women’s products or identify products that are similar or can complement each other effectively. In the subsequent phase, we employ embeddings to analyze semantic similarity. To provide greater control, our data team has also introduced filters and thresholds to the system, enabling SEO professionals to design and architect interlinked pages as needed. Achieving this level of sophistication is no easy feat, requiring a combination of business acumen, technical excellence, SEO expertise, and comprehensive know-how to maximize the potential of the entire SEO process.

We also added a re-ranking to accommodate the business needs

  • You are the one who dictates the direction of the algorithms: do we favour pages that sell best or shall we instead focus on items we should push out?
  • We began writing anchor text using HuggingFace models like FLAN and we work with SEOs to get the best prompt for the task (we can experiment with the prompt and the model using the webapp);
  • We do not send data to ChatGPT as this would be risky for large brands in our opinion;
  • Shortly explained, you will be fully covered by our approach!

Our data and clients’ work has showed us that we also needed to eriched data in the KG to bring better recommendations (i.e. we can use zero-shot classification to add the seasonality and filter our categories that would not fit with the current season). And those are just a few of the nitty-gritty details that we delved into beneath the surface. Remember, to accomplish this effectively, quickly, and at scale, you need the assistance of experienced SEO and data professionals who can guide you on your SEO journey.

Internal links also play a critical role in cross-linking related products or product variants. By interconnecting relevant product pages, e-commerce websites can provide users with additional options and recommendations, thereby increasing the likelihood of conversion and purchase. These internal links assist search engines in understanding product relationships, contributing to the overall authority and relevance of the website.

Furthermore, internal links support the dissemination of vital information throughout the website, including shipping policies, return policies, FAQs, and customer reviews. By linking these pages to relevant product pages, websites ensure that users can easily access essential details, leading to improved transparency, trust, and overall user experience.

This holds particularly true in the era of generative AI, as we are witnessing a deluge of AI-generated content. Consequently, both your total crawl budget and Google’s crawling processes are shrinking due to the need to establish priorities. To ensure the discoverability, usability, and reusability of your content, it is imperative that your most significant money pages are included in Google’s search index. Relying solely on index tags, exceptional content, and PR efforts is insufficient if the content remains undiscovered by crawlers, hindering their ability to process, analyze, rank, and index your business-relevant pages.

We’re glad that you asked! There are some advanced schema markups  that can help enrich the user experience and SEO benefits to the next level. Those are:

  1. significantLink schema markup property
  2. relatedLink schema markup property

As Daniel K Cheung explains in his article, significantLink is primarily designed to be used in conjunction with CollectionPage schema markup. Its purpose is to highlight significant links, such as important categories or parent pages, that you wish to prioritize in the crawling and indexing process. From a technical standpoint, search engines like Google face challenges in algorithmically determining the importance of specific elements from a business perspective. Therefore, utilizing these signals allows them to effectively tailor their algorithms to suit your specific needs.

The same holds for the relatedLink schema markup property which is also used in combination with CollectionPage but it’s mostly intended for less relevant, but still important pages, like related and similar products on your e-commerce platfrom.

Both of them are super nice way to architect for your internal PageRank and page value distribution. 

Automated dynamic internal links are the solution that the big SEO and e-commerce industry has been eagerly awaiting. The data-driven approach is the way forward. By combining data from multiple sources into a single dashboard, you can achieve automatic link tagging and establish high-quality connectivity between your money pages on your platform. To accomplish this, a custom pipeline setup is required, one that considers your optimization opportunities and revenue generation in a scalable manner, aligning with your business objectives.

The final stage entails placing emphasis on the anchor text that accurately describes the link in semantic terms. What’s even more significant is that we’re now obtaining data for smaller websites (with up to 10,000 SKUs), and our observations indicate that rewriting the anchor text can result in increased clicks by reducing the overall number of queries that each page attracts. When super-focused user intents are combined with an SEO strategy, they always yield the best results when implemented together!

Optimize your anchor text by using a FREE APP developed by Andrea Volpini🔎

SEO is a difficult field to navigate because it’s operating in an area where the factors that are influencing our work are not publicly known (I’m referring to the ranking factor that search engines like Google use to rank websites). Also, with the new generative search experience it’s always challenging to make proper predictions, however, we’re definitely observing the following trends and SEO evolutions:

  1. There is going to be a shift towards more focused semantic recommendations, either through link sculpting, schema markup explanations or knowledge graph implementation.
  1. The ability to spot new potential opportunities (while building the data behind the model). This data needs to be carefully curated, maintained and checked to ensure highest data quality standards.
  1. The ability to suggest pruning actions when it’s needed because content generation also brings up the responsibility to cut off the low-value pages over time.

Ready to start optimizing your semantic relevance and sculpt your PageRank with us today? Book a demo!

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