It’s fairly common to come across a link such as Click Here, or Go there now, but as a blogger or Web developer, it is important not to forget the venerable hyperlink to improve the quality of the content you create. Using hyperlinks to allow users to visit related content as they’re reading can make your page much more interesting and potentially build loyalty on your site.
The Hyperlink is Born
There were two original purposes of the hyperlink. The first purpose was to provide navigational hyperlinking within and among related pages in a site. In this function we have seen hyperlinks progress from their "Home | Back | Up | Next" ancestors to sophisticated menu system and primary/secondary navigation bars.
The second purpose was to link together related documents within the content of the page. There are two groups of this kind of linking. The first is relational hyperlinking, which is hyperlinking to content that may also be of interest to the reader. This includes content such as advertising, sponsored links, and other similar documents on other sites. Examples are found on sidebars, related links panels, and at the tops, bottoms and sides of nearly every news article on the web.
While relational hyperlinks serve a very useful purpose, there is another, often forgotten hyperlink, and that is contextual hyperlinking. These links actually allow a reader to get more information about a related topic, as they’re reading! While you see these kinds of links on some sites currently online, they are much more rare, but can be much more valuable.
A Brave New World
Imagine the time during the early Web, in the late 1980′s and the early 1990′s, when it was unheard of to be able to read something and instantly find out more information about it. In traditional research, professors and scientists reviewed studies and theses and had to spend hours locating and reviewing cited works to understand and verify references.
In today’s brave new world of hyperlinking, though, a paper’s author could link the cited works inline, saving the reader hours of research, while providing a new level of access to the casual reader who would otherwise not spend the effort to check out the cited works from the library. In addition, the author could also link to other papers that relate to his for example, take this sentence…
"Despite the early failure of the Apollo Mission, NASA continued the program."
How much more interesting is this sentence if the reader could get more information about the Apollo program, and NASA? Try this sentance instead…
"Despite the early failure of the Apollo Mission, NASA continued the program."
If we take full advantage of the hyperlink’s true power, we will infuse new life into the content of our web pages.
Rules for Contextual Hyperlinking
- Link the most relevant topics.
- Link them sparingly.
- Link the words themselves.
- Make the words scannable.
Link the most relevant topics
The point is to give users ready access to relevant topics as they read, not bombard them with links to every little topic you can find a link for. It can sometimes be a tough call as to what should and should not be linked. Too often too little is contextually linked, especially on commercial sites that are fearful of visitor attrition.
However, it is also possible to link too much. You don’t need to find a link for every word in every sentence. As an example, when you have a page discussing plant varieties, and you mention a plant by name, it would be appropriate to link to more information about that plant.
If you’re struggling to find relevant links for content in your article, allow me to suggest an encyclopedia such as Wikipedia, the open source, publicly edited web-based encyclopedia, or a government Web site such as the CIA World Fact Book. Using non-biased, public sources can really improve the quality of link, by providing reliable and well-balanced information for the reader.
For a good example of a well linked page see the Wikipedia article on Crew Exploration Vehicles. As the article describes the NASA program, individuals’ names and terms that are important or related to the topic are linked to allow the user to get more information. Additionally, cited works are linked to directly. This allows the curious visitor to rapidly expand his knowledge not only about the topic but also around the topic, or the issues and personalities surrounding the topic.
Link them sparingly
Let me reiterate once again. Please don’t link every third word in your article if you think it could be possibly viewed as relevant by someone, somewhere. The best rule I can give is to put yourself in the user’s chair. If, as a reader, it would be really interesting or useful to link a word or phrase to a related article, then link it! If, on the other hand, you think you’re going a little overboard, then you almost definitely are, so only keep the most relevant links – those that provide the most value. While links are great, too many can be really distracting to the reader.
Link the words themselves
The goal of contextual linking is to provide a link within the context of what the user is reading, so don’t push the link off to the side. If you mention a word or phrase you’d like to provide more information about, don’t be afraid to link it right where it is on the page.
Make the words scannable
Make sure your links stand out, and don’t hide visited links. A link like this is much more noticeable than this. See what I mean? Believe it or not, some sites hide visited links so they blend in with the content on the page, but what if a user wants to visit a link they found on your page? They’d have to read the whole page to find it again. Very annoying for the user, and unnecessary. Tastefully selecting link colors using CSS or your blogging software improves the user experience by letting links stand out without being too distracting.
Conclusion
When you’re writing for the web, whether it be a new blog entry or a new web page, it is important to focus on the user-experience. Linking to related content within the body of your page makes the user’s visit much more interesting by allowing easy access to resources they otherwise may not find. By providing relevant links that carefully chosen and are easy to find, you’ll stand out by giving your users an experience found on too few other sites.