2. Embed links to route pages on top authoritative pages
A highly authoritative page is a page with high PageRank. Typically, it’s a page with many high-quality incoming links and generates a lot of traffic. The purpose is to transfer PageRank from the top authoritative page to the route page.
Sadly (or happily!), Google no longer provides PageRank metrics. Therefore, you will need the assistance of third-party tools to identify pages with potential PageRank. Notice the keyword “potential”. This is because:
However, third-party tools such as Moz, Ahrefs, or SEMrush can give you hints about which pages have a high value. For example, in Ahrefs you can use Best by Links report to get a snapshot of the top authoritative pages:
Here are common good candidates for high authoritative pages to link out from:
- Destination guides
- Travel notices
- Press releases published on the website
- Promotional pages
- FAQ pages
- Some policy pages
- Blog posts
The homepage is an especial case because it’s typically the most authoritative page on an airline’s website. As you can see in the above screenshot, the homepage is by far the page with most inbound links on Cape Air website.
This is why it’s super important to strategically link out from the homepage to top flight or promotional pages. The example below shows how Aegean Airlines uses an interlinking module on the homepage to showcase its priority routes: