 To Link or Not to Link
By: Christina Patterson
The "To Link or Not to Link" question is a fairly complex issue. Let's examine it by first breaking it down into two parts:
1) Creating links FROM your Web site to other Web sites.
2) Creating links TO your Web site from other Web sites.
Links FROM
Let's think about this, if you are the manager of a grocery store, would you put a sign in the front of your store directing people to other stores? Of course not. So why would you have links on your home page or other front pages leading people away from your Web site before they have had a chance to browse through your Web site?
If there are Web sites that you would like to link to because you feel they will add value to your clients' and potential clients' experience then create a links page, however make sure that it is not a primary focus to ensure that visitors look through your Web site thoroughly before leaving. Another option is to have linked Web sites open in a second window. This allows your Web page to remain open while visitors browse another Web site.
Links TO
The key to success for any Web site is traffic and what better way to increase traffic than by creating more ways for consumers to find you through links.
First, you want to make sure that you are linked from all of the major search engines. Next, you want to see if any professional associations (Chamber of Commerce, BBB, NARI, HBA, etc...) of which you are a member offer links to member Web sites.
Finally, check with partner companies (i.e.: Corian if you are a Certified Corian Solid Surface installer, Anderson Windows, Inc. if you are a local distributor of Anderson Windows, etc) to see if they will offer a link to your Web site or if they offer reciprocal links.
In summary, the good thing about having links both to and from your Web site is that they increase the traffic to your Web site; they add value to your Web site for potential clients; and they will help your ranking in some search engines (many search engines prioritize your ranking according to the number of links to and from it.). The important thing is to have a good balance and to remember that you want people to surf through your Web site for as long as possible.
If you have questions about linking, please feel free to e-mail Christie@pcawebdesign.com.
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