Enterprise sites range from 10,000 to 10 million pages in
size. For many of these types of sites, an inaccurate distribution of internal
link juice is a significant problem.
Imagine that each
tiny page represents 5,000–100,000 pages in an enterprise site. Some areas,
such as blogs, articles, tools, popular news stories, and so on, might be
receiving more than their fair share of internal link attention. Other
areas—often business-centric and sales-centric content—tend to fall by the
wayside. How do you fix this problem?
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| Internal Linking Problem |
The solution is simple, at least in principle: have the
link-rich pages spread the wealth to their link-bereft brethren. As easy as
this may sound, it can be incredibly complex to execute. Inside the
architecture of a site with several hundred thousand or a million pages, it can
be nearly impossible to identify link-rich and link-poor pages, never mind
adding code that helps to distribute link authority equitably.
The answer, sadly, is labor-intensive from a programming
standpoint. Enterprise site owners need to develop systems to track inbound
links and/or rankings and build bridges that funnel authority between the
link-rich and link-poor.
An alternative is simply to build a very flat site
architecture that relies on relevance or semantic analysis. This strategy is
more in line with the search engines’ guidelines (though slightly less perfect)
and is certainly far less labor-intensive.
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