Web Content Series: Write Descriptive Links

Your content is concise and scannable, and now you want to add value to the reader experience. You can do this by using links to help readers find content related to the topic.  Links are maps to information, and must be clear and concise so that readers arrive at the correct destination.The following guidelines can help ensure that links describe exactly what the reader wants.

• Use the title as the link.
• Don’t use a long URL in the title or description. In fact, I suggest not using a URL at all, but if you must, try free services like bitly.com to shorten URL links. When using shortened URLs, consider the possibility of link rot, that they could be blocked or misconstrued as spam or questionable content, and other issues.
• Avoid phrases like “click here,” “here,” and “more info.”
• Four words or less ensures that links are easy to scan.
• Provide links to resources and related information; don’t summarize.
• Provide cross-references.
• Use key words—what people search for—to improve scannability as well as the chances of your content ranking higher in search engines.

Is it possible to describe a destination in four words or less? When is it better to link to the URL?

Copyright 2012 by Lisa Hodson

Previously on Web Content Series

Web Content Series: Make Content Scannable, 13 Apr 2012 

Web Content Series: Organize Your Content, 20 Apr 2012

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Resources: Microsoft Manual of Style, 4th Edition.

Is it possible to describe a destination in four words or less? When is it better to link to the URL?