WILO improves your on-page SEO.

WILO is designed to fine-tune your on-page SEO.

Doing so improves your site’s keyword positions in the SERPs by making your site more understandable to search engine bots.

The concept behind this plugin is simple, but it’s based on years of work on on-page optimisation across thousands of websites – it’s all about optimising your internal links.

The abstract.

When a search engine indexes your site, it follows internal and external links.

If your site is built correctly, the search engine bots understand the structure of your site, so they know what links are in the main navigation, sidebars and footer; these links are often the same across all your pages, but the bots expect this when the structure of your site is correct.

When bots encounter internal links that are within <article> markup, these are post-related internal links, and these links have context (the article title, slug, context (text pre- and post-anchor, and so on).

We believe the anchor texts used in these internal links can directly affect your keyword rankings in the SERPs.

WILO allows you to optimise internal links.

When you have a list of internal links, with their anchor texts and their weight (link juice), you can start to improve your internal linking strategy by using WILO to ensure that:

1. You don’t have duplicate anchors
2. There’s only one in-content link that links to the page you are inspecting
3. There are a broad range of anchor texts used across your internal linking
4. You have enough internal links for your landing pages

These are the basics – but you can use other tools to enhance your internal linking with WILO further.

How to exceptionally optimise your internal linking.

Using ranking data for your site, you can look at keywords the current page ranks for and start to use these keywords for your internal linking.

We’ve seen a marked improvement across the general page ranking using lower-ranking keywords for internal link anchors.

Here is an abstracted example:

• Your landing page ranks in the top ten for keywords A, B, C and D.
• It also has keywords E through Z that rank outside the top ten for the same page.
• You can use these keywords, especially high-difficulty keywords, to optimise your anchor links across your site.

We’ve found that doing this boosts all your keyword rankings.

There is some science and creative thinking behind this, with significant tests done on our websites, but to be straight up, we won’t share that here.

This is nuanced.

If you know SEO, you know how seemingly small things can make a big difference. As with all SEO, there are right and wrong ways to do everything.

This approach is designed to improve relevance and to utilise keywords or phases elsewhere on your site when you risk over-stuffing your landing page with keywords.

Context is crucial here. You can’t simply use WILO to find keywords and link them; you have to consider the context of the linking page, the context of the paragraph in which the anchor is placed, and various other things.

The point here is that WILO is not a silver bullet; it’s designed to be another tool in your SEO area that might make the difference when all other options have been explored.

But what about backlinks?

Sure, backlinks are essential, and they are one of the most significant ranking factors, but backlinks alone will not help crappy, poorly curated content.

There is no quick fix for getting your content to rank, so we suggest you optimise all your content, including your internal links.