Internal Link Decay Harms SEO, Undermines Website Rankings

Image credit: Search Engine Journal

Internal link decay, the gradual degradation of a website’s link equity distribution, often goes unnoticed until it significantly impacts search engine rankings, according to a recent analysis.

This problem can lead to business pages, such as high-converting content and pillar assets, receiving less internal PageRank than their strategic importance warrants, potentially diminishing their visibility and performance.

Several factors contribute to internal link decay, including the introduction of new content that draws internal links away from older, established pages. Changes to website navigation can also redistribute link equity across a site.

Pagination and faceted navigation systems are identified as common causes, creating numerous ‘sink pages’ that absorb link equity without effectively passing it on. Furthermore, deleted or redirected pages can result in ‘orphaned equity’ if their internal links are not properly updated, experts said.

Measuring the extent of internal link decay involves a comprehensive site crawl to map the current internal PageRank distribution. This process helps identify strategic business pages that may be under-linked despite their importance.

Auditing for redirect chains within internal links is also a step, as these can dilute or entirely block the flow of link equity to target pages. Such chains often develop over time due to site reorganizations or content updates.

Specialized tools like Screaming Frog, Sitebulb, or JetOctopus can simulate internal PageRank distribution, providing insights into how equity flows through a site. These tools are important for identifying pages with a low ‘Link Score‘ even if they are vital for business objectives.

By pinpointing these under-optimized pages, website administrators can implement targeted strategies to restore appropriate internal linking, thereby reclaiming lost link equity and improving overall SEO performance.

Source: Search Engine Journal