Website owners should use testing to decide how many internal links they need on a webpage, says an expert.
It is essential to test and tweak the number and style of internal links on a website, in order to improve search engine optimisation (SEO), an industry insider has suggested.
Eric Ward, president of EricWard.com, spoke to Marketing Sherpa and highlighted the importance of conversion rates during testing, rather than just improvement in Google rankings.
He pointed out that it is difficult to know how many internal links a webpage should have, so the only way of ensuring improvement is to gradually make changes and test for traffic, conversion rates, clickthrough and search rankings.
Mr Ward told the website: "Testing is vitally important because every website and industry is unique. There are no absolute rules that apply to all situations."
Another difficult decision is whether it is a good idea to have more than half of the links on the page containing the same anchor text, he added.
This week, iCrossing claimed that it used the principles of SEO with the content on social media websites to create its latest product - Say What?.
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