The sequence of links in a page’s code, which may influence crawl priority.
Why the Order of Links Matters
The order of links in HTML is a foundational concept in SEO because it directly impacts a website’s crawlability and user experience. A search engine’s crawler has a finite amount of time and resources to crawl a site. If a link to an important page is buried deep within a website’s HTML, a search crawler may not get to it, which can lead to a lower indexation rate and a loss of organic traffic. A logical and hierarchical order of links, on the other hand, helps a search crawler find and index all your important content, which can lead to a higher ranking and a more prominent position in search results.
Across Different CMS Platforms
The management of the order of links in HTML is a technical SEO strategy that can be applied to any CMS.
WordPress
WordPress users can effectively manage their links by utilizing excellent SEO plugins such as Yoast SEO or Rank Math. These tools assist in establishing a well-organized, hierarchical site structure that ensures all your essential pages are just a few clicks away from your homepage.
Shopify
On Shopify, the order of links is essential for an e-commerce store. You can use the platform’s built-in SEO features to create a clear, hierarchical site structure that helps a user find your products and a search crawler find all your important content.
Wix
Wix has a streamlined, user-friendly system, but you can still optimize for the order of links. The platform’s built-in SEO tools make it easy to manage your titles, meta descriptions, and on-page content.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for a sophisticated link strategy. You can use it to create a perfectly structured page that is optimized for a specific keyword or set of keywords.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically tracks and analyzes your link performance and provides your content creators with data-driven insights.
Across Different Industries
The way you use the order of links will depend on your industry and your goals.
E-commerce
E-commerce sites often have thousands of pages, so a clear and logical order of links is a must. A product page should be no more than a few clicks away from the homepage.
Local Businesses
Local businesses can use a low navigation depth to build a stronger community. A local restaurant, for example, can have a node for its menu, its location, and its hours.
SaaS Companies
SaaS companies can use a low navigation depth to build a stronger brand reputation. A company that sells project management software can have a node for its features, its pricing, and its blog.
Blogs
Blogs are a great way to capitalize on a low navigation depth. A blog that writes about cooking can have a node for each of its articles.
Dos and Don’ts of the Order of Links
- Use a clear, hierarchical site structure: A logical site structure makes it easy for search crawlers to find and index your content.
- Use internal links to manage your pagination: A good internal linking strategy helps search crawlers discover new pages and adds context to existing ones.
- Use a clear, HTML-based menu: This is the gold standard for SEO. It ensures that a search engine’s crawler can easily find and follow all your pages.
- Avoid using a JavaScript-only menu for your core content: This is the number one mistake and can lead to a significant portion of your content being invisible to search engines.
- Avoid blocking search engines from crawling your JavaScript files: A search engine needs to access your JavaScript to properly render the page.
- Avoid a deep, messy site structure: A lack of a clear structure can lead to a lower indexation rate and a loss of organic traffic.
Common Mistakes to Avoid
- Failing to use a clear, hierarchical site structure: This can confuse a search engine and a user.
- Ignoring a user’s intent: A keyword should be used with a user’s intent in mind.
- Focusing solely on short-tail keywords: These are frequently easier to rank for and can be a valuable source of organic traffic.
FAQs
How does the order of links affect my SEO?
The order of links affects your SEO by directly impacting a website’s crawl budget and user experience. A logical and hierarchical order of links helps a search crawler find and index all your important content, which can lead to a higher ranking and a more prominent position in search results.
Is the order of links a ranking factor?
No, the order of links is not a direct ranking factor. However, it is a strong signal of a website’s relevance and authority.
What is the difference between the order of links and navigation depth?
The order of links is the sequence in which links appear in a webpage’s source code. Navigation depth is a metric that measures how many clicks it takes to get to a page. A logical order of links can lead to a low navigation depth.
Can a page with a high number of links still rank?
Yes, a page with a high number of links can still rank. The key is to have a clear and logical order of links, and to ensure that all your important pages are a few clicks away from the homepage.
What is the difference between an internal link and an external link?
An internal link connects one page on your website to another page on the same website. An external link points from your website to a different domain.
