How to Get the Most from Links

Posted by: Chris Marentis

How to Get the Most from Links


With all of the website analytics tools available to small businesses, it’s easy to focus too much on where links are going. After all, building website authority is important. But sometimes small business owners also need to stop and take a look at the basic formatting of their website text and hyperlinks.


Get Back to Basics

Internet users have been trained over the years to recognize blue underlined text as a link, so it’s best for small businesses to stick with the tried and true. Keep in mind that the purpose of links is to steer people toward more web content and, as a result, increase their engagement with your business. There’s no need for flashy pop-up links; users like it when links are simple and easy to find.

If you decide against the blue underlined text because it clashes with your website’s color scheme, or for some other reason, at least make sure that your links stand out from the rest of the text on your website. Surprisingly, many companies don’t format their links at all, which costs them lots of web traffic. Also, if you change the style of your links to something other than blue underlined text, make sure you apply the same formatting to all of the links on your website.

As a general rule, avoid underlining any text that isn’t a link. When people try to click on it and go nowhere, they become frustrated and may even decide to leave your website.

Make It Easy on Users

Without the ability to use the Back button in their browser window, many users are lost. Yet some small businesses fail to recognize the importance this basic web navigation tool when they format links to open in a new browser window. That’s why local marketing experts say it’s best to make all links open in the same browser window.

Think About Your Internal Linking Strategy

An internal linking strategy is one of the key components of search engine optimization. Remember that the goal of your internal linking strategy should be to provide value to your customers. Think about what information they need and make sure that you give them an easy route to their destination.

Also, make sure that you’re using keyword-rich anchor text. If your links say “Click here” or “Learn more” instead of “View our custom window frame options,” you could be missing out on better search results.

If you take your customers’ needs into account and apply it to your website structure and formatting, it will be easy for search engines to recognize which pages on your website are most important, and they will index your website appropriately. As always, small businesses can turn to local internet marketing professionals for help with their website.

Chris Marentis

For nearly three decades, Chris Marentis, Founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. With a long-history of counseling local businesses about their marketing efforts, Marentis provides insight on what it takes for small businesses to succeed and thrive in today’s evolving digital environment. His notable career includes creating the foundational blueprints for online marketing, e-commerce and content branding for AOL’s Interactive Marketing group, where he served as Senior Vice President. While CEO of Clearspring Technologies, Marentis developed one of the most widely adopted venture-backed Web 2.0 technology platforms. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.

Facebook Twitter LinkedIn Google+ YouTube