Writing articles – Links and link texts

As always, keep the reader’s experience in mind and adhere to these tips:

  • Keep links relevant. Do not link unless there is something relevant and useful to link to.
  • A link text should give a good impression of what the link leads to when seen alone, without the context of the surrounding text.
  • Links should be placed as late in the sentence as possible, never at the beginning.
  • Try to avoid single-word link texts – do your best to use several words (ideally 2-5).
  • A URL may be used as a link text, but never include “www” in a URL link text.
  • Do not link from bold text or headings – plain text only.

Never repeat link texts on the same page!

Doing so will risk incurring the wrath of Google, as it may be seen as an attempt to artificially increase the article’s search value.

Never use quote marks in link texts! It will screw up the HTML code and ruin your article!

Some examples:

Avoid using link texts like these: Instead, use link texts like these:
Click here to read more. Learn more about fjords.
Click here to read more. Read more about biking in Norway.
Read more. Find out more and plan your own trip to Finse.
You’ll find more about this here. Save money on your trip to Norway.

Call to action

Include a link to an internal article or customer’s website at or near the end of an article. It is especially important that this link text has a verb to the left. This is called a “call to action” and serves to lead the reader to further reading and generating clicks and (ultimately) conversions.

Too many links in a text will be bad for readability

Research shows that people can suffer from “choice overload” which means that you will get a better response from giving the reader three options to choose from, rather than eight or ten or more.