Deep Page Power! Just What are Google up to?

In terms of search engine optimisation your homepage has always stood more chance of ranking for any given term, if you wanted to compete on a competitive term your home page or top level domain was always the place to get the ball rolling.

Late last night I noticed something interesting in the SERPS which was subsequently tweeted out by Patrick Altoft this morning, it seems that Google is giving deep pages a ranking boost based on their relevance;

deep page rankings

The keyword car insurance, apart from the odd domain, has been dominated by home pages, now it looks like Google is been much pickier about the pages it is showing to users.

On the face of it, it seems like Google is looking at the domain as a whole and analysing;

1 – What is the general theme of the site

2 – How much link authority is there to the domain as whole

3 – Which page on the site is the most relevant to the query

If this is an approach Google is going to adopt long term then this will surely have ramifications on link building efforts, where do you build the links to?

If you scan the link profiles of the above pages there are very few links to them at all, however when you look at the domain as a whole there are loads of links, optimised and pointing to a whole range of pages on the domain.


Don’t just think this is an issue in the car insurance industry, it’s been rolled out on multiple keywords, I have found 10 different ones so far showing this kind of result.

So what does this mean for our link building?

Well, it’s too early to say just yet but the indications are that to rank for any given term your site must be an authority on a domain level and not just a loaded home page.

Please let me know if you have any thoughts….

What Is Your Deep Linking Strategy?

I often discuss the benefits of building links to deep pages, not only does it increase the overall authority of your domain but it also gives deep pages a better chance of ranking.

If you target keywords in your deep pages using the technique I discussed in a post about longtail optimisation, then building links to deep pages will only increase your rank therefore increasing traffic.

If you have read the first 2 lines of this post and are thinking there is no value to deep page optimisation then you are massively mistaken. I get around 8000 – 10000 visitors a month from search engines and 40% go to deeper pages I have optimised for certain keywords, if you want a high traffic website with maximum visibility and conversions, then you need a deep link building strategy.

Building links to deep pages is going to take time, however it is worth it, below is a list of techniques I use to gain deep links;

Write Viral Content

First and foremost whatever you write needs to be link worthy, visitors that read need to motivated to share it and link to it. Write something controversial, something news breaking or an interesting research piece, check out my article on creating link worthy content.

An important aspect to all of this is making sure your visitors can easily share the content.

Social Media

Kind of following on from the last point, social media is a big part of getting links to deep content, not only will you get links from people who read your content but will also get links from digg, stumble and twitter etc….

I have to say that links from social sites are not as powerful in terms of ranking; however it can still suggest a page is popular and give it a PR boost.

Blog Carnivals

Many webmasters have stopped using them and that is a real shame, as they are not only a good source of links but also assist in producing great resources. Submit your articles to relevant carnivals and you will receive strong links back to the deep pages of your site; this is a technique I have often used and have had great success with.


Yes, article marketing still works and why not use them to link to the deeper pages of your site. The best type of directories are ones that allow links in the content. Check out goarticles and a blog directory I like to use My Article Network.

Again these are not the most powerful links but you have the added value of being able to anchor the linking text.

Internal Linking

Yes links from your own pages do count and if you use your anchor text smartly they can actually be quite powerful. I like to use a related posts plugin which naturally links up pages but often refer back to posts from more recent content, always anchored with a target key phrase.


Use these free platforms to create snippets of your posts and link back to them again anchored with the target keyword. I use this sparingly and not for every post as it can look a little spammy, however if you have a post that is already ranking and needs an added boost, go for it.

Reciprocal Linking

If you are a regular SEO wizz reader you will know I am not a big fan of reciprocal links; however I have found them to be beneficial on deeper pages. When you write about a subject, search the web for something similar, another webmaster may agree to exchange links if the two pieces of content complement each other.

My usual strategy is – Write something link worthy (when I can) – Share it – Write an Article – Submit to a blog carnival. I have over 50 internal pages that are PR2 and above which I have gained by using the methods I have explained.
Try it you might be surprised.