In our experience, the importance of the OnPage ranking factors in the Google algorithm has grown in importance over the past 1 to 2 years. An important and often underestimated tool of OnPage optimization is internal linking. In particular, the anchor texts of the internal links play a bigger role for Google than many think.
Why are link texts important for internal linking?
The function of the anchor text of the internal link is to describe the content of the linked page. It should therefore be chosen so that both the user and Google can understand directly what the linked page is about. Anchor texts that are not chosen logically confuse the user and make it difficult for him to find his way around the website. A well-chosen link text not only makes it easier to understand, but also simplifies navigation within the website.
Note: If possible, a page should always be linked internally with the same anchor text!
Relationship of the internal link texts to the blue links of the search results
It has been known for a long time that Google displays different texts for the same landing page as a blue link in the SERPs. Google adjusts the page title individually logarithmically, taking into account the search query (user intention) and the SERPs diversity.
As is known, the following elements may appear as a blue link in search results:
- Title (whole, abbreviated or changed)
- H1 heading
- H2 heading
- Search query (with brand or website)
- Anchor texts of the backlinks
- URI (http://www.domain.de/URI = URL)
In addition to these known elements, Google can also display the anchor texts of the internal links as blue links if the internal links and the anchor texts of a website are logically structured and structured.
At a glance – what Google uses as a blue link:
|Landing page||Title of the landing page||Title in the SERPs|
|https://www.park-sleep-fly.net/de/parken-flughafen/parken-flughafen-amsterdam-schiphol||Parking Amsterdam Airport: 8 days parking from € 44||Show parking spaces at Amsterdam Airport|
|https://www.park-sleep-fly.net/de/hotel-flughafen/airport-hotel-flughafen-frankfurt/||Park Sleep Fly Frankfurt incl. Parking space & shuttle from € 58||Show airport hotels in Frankfurt|
We have optimized the internal links and anchor texts on the website www.park-sleep-fly.net in order to achieve an effective and structured internal link . The above landing pages:
- are linked internally with the anchor texts “Show all parking spaces at Amsterdam Airport” and “Show all airport hotels in Frankfurt” from other pages (9 times or 23 times)
- do not contain the text shown as the title on their own landing page
- are of course also linked in the menu, but here with the link texts “Amsterdam” and “Frankfurt”
If on Google with the help of the search operator (“search query”) for the exact phrase z. For example, if you search “Show all airport hotels in Frankfurt”, Google displays the landing page in first place, which does not itself contain this exact phrase in the content.
This shows that Google understands the internally used link texts and the user intention and therefore shows the appropriate result for the user in first place and not one of the landing pages that contains the searched phrase on the page.
The examples shown prove that Google:
- distinguishes between the anchor texts of the internal links in the menu and content
- evaluates the different (all) link texts on a landing page
- Displays anchor texts in search results as titles
If you consider the importance Google attaches to user signals / usability, the evaluation of the different link texts and their use in the SERPs is the logical consequence.