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Most everyone knows that links coming into your site are what truly makes your SEO sing. It’s also a good idea to link internally to pages within your website in order to increase PageRank and organic traffic. The purpose of doing this is two fold:
1. Distribute PageRank from one page to another
2. Add keyword rich anchor text on a targeted page within your site so you can rank better for that keyword
9 times out of 10, your homepage is going to be the page with the highest PageRank. If you’re linking from your homepage to another page within your site, you’re going to help distribute that PageRank. I don’t just mean linking to other pages in a left or top hand navigation (although that helps too) but more directly I mean, adding in keyword-rich anchor texts that will allow PageRank to flow from your homepage to another page of your site.
If you’ve done your keyword research correctly, you should have 2–3 targeted keywords for each page of your site. While including these keywords on each page is great for on-page optimization, however, links pointing to this page should also include your targeted keywords within their referring anchor texts. When you link from one page to another page using anchor text, it’s the page that you link to that gets the link juice (direct benefit) of that keyword.
For example, if on your homepage your targeting keywords 1, 2 and 3; And on your main category page you’re targeting keywords a, b and c. On your homepage you need to not only include keywords 1, 2 and 3 but also include keyword a, b or c using anchor text and link to that main category page.
Also, on your main category page, you should target keyword 1, 2 or 3 using anchor text and link back to your homepage to distribute PageRank evenly throughout your site.
Take the diagram below for example. Our homepage targets keywords pet food, organic pet food and natural pet food. But we’re adding anchor text to our category pages for dog food, cat food and fish food. Adding in anchor text with these keywords from the homepage is distributing link juice from the homepage to these other category pages.
But also, we’re using anchor text on the category pages using the homepage’s target keyword to give back some of that link juice using our homepage’s target keywords.
The point is to think of distributing link juice evenly from your homepage to other pages of your site and back using keyword rich anchor text. Remember, when you’re using anchor text, the page you’re linking to is the page that gets the link juice with that keyword.