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Le maillage des liens internes d’un site web est l’un des éléments à travailler pour optimiser son référencement naturel. Il existe cependant quelques erreurs à ne pas commettre pour profiter pleinement de cette stratégie. Et ainsi, espérer améliorer le classement du site dans les résultats de recherche. 1 – Laisser les liens morts (liens brisés en place Dans la vie d’un site web, des liens morts peuvent apparaître. Il s’agit notamment des URLs qui pointent vers une page d’erreur 404 (page non trouvée . Outre leur impact négatif sur l’expérience utilisateur, ces liens cassés risquent à terme : de pénaliser le site ; de conduire à un déclassement dans les résultats de recherche. Il est donc crucial de les identifier. Pour cela, un audit s’impose. Des outils comme Google Analytics, la Search console ou des solutions comme ScreamingFrog vous seront certainement utiles. Une fois ces liens défaillants détectés, deux choix sont possibles : Supprimer le lien si le contenu n’a plus lieu d’être. C’est par exemple le cas pour les produits ou services qui n’existent plus. Associer le lien à un nouveau contenu si la page initiale a été supprimée. Cette option est à privilégier dans le cas où le lien est bien référencé. effectuer une redirection vers une nouvelle page. 2- Surcharger la page de liens De nombreux sites web et blogs pensent, à tort, qu’un nombre important de liens internes au sein d’une page améliorera son classement. Les liens puisent leur force dans leur cohérence. Il est donc inutile d’en placer plusieurs dans une même page. Il faut surtout sélectionner les liens pertinents, en accord avec le sujet abordé. De cette manière, les internautes sont susceptibles de cliquer dessus. Ces liens seraient asphyxiés par d’autres en cas de « suroptimisation ». 3 – Créer un maillage trop complexe Un maillage doit répondre à un besoin naturel de navigation chez l’internaute. Il doit être aussi simple que possible afin de faciliter l’expérience utilisateur. Ainsi, le taux de rebond (l’internaute ferme la page sitôt qu’il l’aura vue ou lue sera plus faible. La mise en place d’un cocon sémantique est la meilleure manière d’assurer la cohésion logique entre les différentes pages (accueil, catégorie, pages filles, pages sœurs… . 4 – Oublier d’ajouter un lien à certaines pages Certaines pages sont orphelines quand vous oubliez de créer un lien qui pointe dessus. Puisque vous aurez consacré du temps à sa création, il serait dommage de l’oublier, d’autant que son contenu est susceptible d’intéresser les internautes. Le travail des liens internes peut être fastidieux, notamment lorsqu’un site commence à se développer et à accueillir des contenus. Mais il est primordial d’y apporter le plus grand soin pour améliorer le positionnement à moindre coût. Un dernier conseil : créez un sitemap pour repérer les liens défectueux ou problématiques.
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