Deep Linking For Website Authority And Search Engine Ranking

website authority and search engine ranking

As you no doubt already know, website authority and search engine ranking go hand in hand. The higher your domain authority is, the higher your search ranking will be. It’s also worth noting that there are two types of “authority” that influence your rankings:

  1. Website authority
  2. Webpage authority

No matter how insignificant or how unimportant you think a particular page is, you need to do everything in your power to give that page as much authority as possible. Remember, high authority sites are built with high authority pages. Okay, let us take a look at 5 practical steps you can take in order to boost your site’s authority and ranking.

Using Internal Deep Links to Increase Website Authority

Using internal links creates relationships between various pages on your site, and if you do this properly, you can create authority for any number of pages. If you get this right, the authority you have created is then going to filter through and boost your domain authority as well. Here’s how we do this:

1. Creating Clusters & Linking by Topic

Let’s say you have 100 blog posts on your site which cover various aspects of SEO. For example, you might have 15 posts that cover guest blogging; 12 that discuss driving more traffic to your site; 9 that relate to content marketing; 7 that discuss video, and etc. If you look at what I’ve just done, you’ll see that I have separated the various topics into individual clusters.

Once you have done this, you need to make sure that all posts within a specific cluster contain one or more links to other posts within that same cluster. I like to call this “Linking by Topic” but you can call it whatever you want, it doesn’t matter. The important thing is that you need to stay on topic. If you are writing a post about “content marketing“, then include one of more links to other pages which are relevant to content marketing.

2. Creating Hero Pages

Create one or more “Hero Pages” within each of your clusters. Hero pages are pages within a cluster which are linked back to more often that the other pages in that same cluster. Basically, you need to choose a really good post within a cluster, and then link back to that post in most of the other posts in the cluster.

Generally speaking, there should be roughly four times as many links to your hero page than there are to the other pages within the cluster.

3. Non-Cluster Domain Based Links

Now that you have your Hero Page, you need to furnish it with one or more domain-based links. In other words, your hero pages should include one or more links to pages which are not part of your cluster or clusters. For example, I could say something like this: “You can find out more about professional SEO by clicking here“. If you go ahead and click on the link I’ve provided, you’ll see that it takes you to our Home page. You can also link to your About page as well.

4. Keep Keywords & Keyword Phrases Unique

Don’t link to your hero pages from pages that share the same keywords or keyword phrases. Ideally, all the pages in a cluster should be optimized for their own unique keywords, and in that case, you would have nothing to worry about. But, if several pages in a cluster share the same keyword or keyword phrase, then only one or two should have a link to the hero page.

5. Hero Pages & External Links

Use your hero page to receive traffic from external links. Obviously you want some external links to point towards your homepage, but you also want external links that point to your hero page or pages. You put all this effort into creating your hero page, and now you need to also bring traffic to the page from outside of your site. The search engines are going to notice the increased activity around these pages, and this in turn is going to increase website authority and search engine ranking.


Don’t expect to see a “MASSIVE” overnight improvement in your website authority because you will almost certainly be disappointed. There are no magic bullets in SEO. Increased authority and better rankings come from a combination of many things, but if you do the things which I’ve discussed in this post, you will at least be on the right road. If you haven’t created a hero page yet, then now is the time to do so.