Constructing a varied assortment of links is an integral aspect of an effective link-building strategy. Nevertheless, does the proportion of links leading to your homepage compared to those directed to other pages play a role in influencing your rankings?
To begin, it’s essential to acknowledge that this concept is significantly outdated. Google uses the term “deep link” to denote an entirely different concept from the one under consideration. Google does not consider this idea substantial enough to warrant discussion or definition.
This article does not discuss deep links designed for mobile app users, directing them to specific in-app pages. As of 2023, the only reference from Google on this topic is the one mentioned above.
This information offers a hint regarding the conclusion.
Is Deep Link Ratio A Google Ranking Factor?
In our quest to ascertain whether the deep link ratio influences rankings, it is imperative to establish a clear understanding of deep links. In this article, deep links are characterized as incoming links directing to pages on your website other than your homepage. Links that guide website visitors into the inner pages of your website, as opposed to the initial landing page.
While Google Ads provides a deep link impact calculator, its primary purpose is to uncover missed chances for engaging app users through deep links.
It’s important to note that the calculator’s function in this article is not to assess the deep link ratio. When it comes to ranking factors, the deep link ratio quantifies the aggregate number of inbound links directed to every page on your website in comparison to the total number of inbound links exclusively to your homepage.
How Deep Link Ration is being Calculated
Suppose you have 2,500 inbound links leading to your website. Among these links, 500 are directed to your homepage. The remaining 2,000 links are designated for individual pages on your website.
To determine your deep link ratio, you can calculate it by dividing the number of deep links by the total number of inbound links.
500 / 2000 = 25% deep link ratio.
This shows that this percentage implies a more organic link profile when compared to a website with 80% of its links pointing exclusively to its homepage.
The Proof: Deep Link Ratio As A Google Ranking Factor
Within Google Search Central’s Advanced SEO documentation, there is a dedicated page highlighting link-building strategies to steer clear of.
Notably, deep links are not addressed on this page.
Here’s what Google has suggested:
“The best way to get other sites to create high-quality, relevant links to yours is to create unique content that can naturally gain popularity in the Internet community.
Creating good content pays off: Links are usually editorial votes given by choice, and the more helpful you have, the greater the chances someone else will find that content valuable to their readers and link to it.”
This approach has the potential to result in deep links but does not explicitly discuss the concept of deep links or their associated ratio.
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The previous mention of a deep link ratio can be traced back to 2004, in a publication by a link-building agency. It includes an illustrative example of calculating your deep link ratio but provides no substantial evidence to support its role as a ranking factor.
In 2006, SEOBook.com also featured a query regarding the deep link ratio. Similar to the 2004 article, it offers a method for calculating your deep link percentage but does not present additional evidence to suggest its impact on search rankings.
Furthermore, in 2006, a study on the Link-Based Characterization and Detection of Web Spam established a correlation between a high number of homepage links and websites categorized as “spammy.”
It is imperative to establish a diverse link portfolio for your website, encompassing a blend of homepages and deep links.
However, it’s important to understand that there is no fixed or magical ratio dictating the proportion of deep links to homepage links.
Finally, Deep Link Ratio Is Not A Google Ranking Factor
Let’s emphasize this point: the term “deep link ratio” is antiquated and not a mindset you should embrace in SEO. Relying on specific magic numbers or ratios is not the key to achieving higher search rankings.
Links are indeed a recognized factor affecting search rankings, but it’s important to know that a deep link ratio is not a ranking factor within Google’s algorithm.
One important point, as confirmed by Google’s John Mueller, is that the sheer quantity of inbound links is not a critical determinant.
The primary consideration when it comes to deep links leading to specific pages on your website is enhancing the user experience. If such links can assist users in reaching their desired content with minimal effort, they hold value and merit inclusion.
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