When looking to link between pages on your site, think beyond just a simple text link or navigation.
- On pages of heavy text, you can break up the page by adding a coloured box that points to a relevant piece of content elsewhere on your site.
- Use advertising banners and boxes (see iab.net for the standard banner sizes) in the right hand column or across the top and bottom of the pages to capture the attention of your visitor. Once they realise it is to more content rather than trying to directly sell them something, you will find the CTR (clickthrough rate) goes up!
- Add a simple banner rotator so that they see different adverts each time they visit a page. This works particularly well if they bookmark the page and return e.g to your blog or news page.
Link marketing has benefits beyond search engine optimisation. If you think your page looks more interesting/inviting after you have made the changes, your visitors will too!
To find out more about link marketing, check out tip #49 in our SEO book.