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There is no doubt that quality external links increase the importance of a site on the Internet, just as a home which requires water needs plumbing to flow from an outside source. The question as to whether or not internal linking on site is important is like asking whether a resident would prefer to draw their water from a well or have a working plumbing system that brings water to multiple faucets within their home. It’s pretty simple – internal linking is important, at the very least for usability, flow, and convenience of on site navigation.

But how important is internal linking for optimizing a website for natural search? Given the current analogy stated above, consider a plumbing system in a public place, such as a hotel, as its functionality for visitors can make it a more or less desirable place to visit, but more important, to stay. In a private home, only those who reside within will be affected by the current system, inconvenient for them if they cannot access hot or cold water from every bathroom, and convenient if they can. Having said that, if your site is strictly for your own personal use, then no, it does not matter if it works if you don’t care. However, if you plan to have visitors, which will be the case for 99.99999% of sites on the Internet, then it matters a good deal.

The whole idea behind optimization is making something better, but furthermore, making it the best it can possibly be. The optimal conditions of any system require no adjustments for full functionality, or very few adjustments, realistically. Given the nature of a well optimized site, it is no wonder that search engines are programmed to favor such convenient, well designed websites over those that lack the usability that visitors would prefer.

Internal linking structure, as a network of pipes, must therefore be overly convenient, as in, water being able to flow from each room to the next if there is a clog between the source and the destination faucet. However, there is a difference between overly-convenient and excessive linking, which can confuse things. The real life plumbing example of over-linking would be T-Pipes between faucets that link to rooms which already have ample flow from every other room. Too many links from one page to the next can confuse the user, and search engines.

In short, correct on site structure is considered by many to be among the top three important SEO friendly practices, and therefore should be given considerable thought. If you are unsure about how to acheive an optimal internal linking structure, consult an Internet Marketing Firm like Reciprocal Consulting.

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