Technical SEO FAQ · URL Architecture, Internal Linking & Information Architecture
How do you measure the impact of an internal-linking change?
Measure before/after changes in:
- internal inbound-link counts;
- crawl discovery;
- crawl frequency;
- indexed status;
- impressions;
- clicks;
- ranking distribution;
- organic conversions.
Use a controlled rollout where possible.
The cleanest measurement is to compare affected and unaffected groups while controlling for seasonality and other SEO changes.
Sources
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