It is well known that Google highly values inbound links and keyword-rich link anchor text pointing to your Web site. As part of its unique algorithm, Google uses link anchor text to help determine the relevance of your Web page to a given search engine query.

There is a lot of focus on inbound links and rightfully so, since these links play a powerful role in helping increase your site’s search rankings. Two areas that often get overlooked and can be equally as powerful are the cross-linking and internal-linking of your Web pages.

Cross Linking

Cross linking is the process of using micro sites and other Web properties to gain additional links to your main branded site. These cross links are completely under your control – as to where and how to link. You can reference additional keyword rich anchor text from within the site content, adding relevance to your main branded site for competitive key phrases.

Many cross links will appear as some of the highest-valued of all links pointing to your site.

Internal Linking

Internal linking is the process of crafting links and link anchor text within your own site’s content to give better clarity and topical relevance. Again, internal linking is completely under your control as to how and where to place a link. Having control over internal links allows you to optimize your links for the greatest impact on search engine results.

Some very high-ranking sites have achieved their search rank through use of internal linking.

Talk to your Rosetta account or project manager to ensure that cross- and internal linking are included in your online marketing strategy. These methods are typically the most under-utilized, often the easiest to implement and can have an impact on where your pages rank in search engine results.