Outbound Links

The 'Net is all about connections and giving users solid information.  People don't use the Web to randomly jump from site to site regardless of topic. Well, sometime we do, but for the most part, users want specific information.  Part of our responsibility as Website owners is to provide our users with the information they are looking for.  If we give them what they want, they'll remember us for it. 

Why Link to Other Sites?

While it may seem counterintuitive to provide ways for your users to LEAVE your site, you are really doing a service if you find useful content to support your text.  Giving your users a variety of opinions may just what they want.  In addition, you can think of outbound links at references and support material for your own opinions.

The second reason why you might want to provide outbound links is that it may increase your search engine ranking.  Search engines use a variety of clues to determine just what a site is all about.  Page and section titles, keyword density, and inbound links provide a lot of information about your site. Often overlooked, outbound links provide additional information and relevancy to your site.  This information in turn can be used to more favorably rate your site.

Choosing Your Outbound Links

The most important thing to remember when linking out to other Websites is usefulness.  Ask yourself if this link enhances what you've written. Does it provide additional information or supporting arguments?  One way of thinking about outbound links is to compare them with footnotes in a research paper.  You want to show where your ideas came from perhaps, and that your ideas are shared by experts in your field.

Does it increase your credibility? If you choose to link to another site, do so with care.  Linking to a poorly argued, unrelated or plain incomprehensible site will reflect on your good judgment.  Even linking to a site that is poorly designed may decrease your credibility.

Legal Issues

The World Wide Web would not exist today without the ability to link freely to other resources on other computers. You do take on certain legal responsibilities when you choose to place outbound links on your site.  Four areas of concern:

• Use of outside images or logos as link buttons
• Copyrights
• Deep linking
• Defamation

When you link to another site, make it as simple as possible, using plain text to accurately describe what kind of content your user will find if they click a link.  Make it short and clear.  Do not use images or logos to visually describe your link, i.e., don't copy a corporate logo and use it as a link button, unless you have specific authorization to do so.  Placing corporate logo's and artists' work on your site may lead someone to believe that the company or artist endorses your products, work or ideas. In addition, you may be infringing on someone's copyrights (contrary to popular belief, if it's on the Internet is NOT necessarily public domain; people work hard and should be paid for the products of their labor).

Deep Linking is the practice of linking to internal pages of a site.  Most Webmasters want links to as many of their pages as possible so that their content can become more widely available. This may cause some problems, though, for some Webmasters who wish to showcase their homepage or make sure users have a chance to read their conditions of use or other policies.  If in doubt, send an email off to your prospective link resource and get permission. 

Finally, you are, of course, free to express yourself in any way you wish.  Freedom of expression cannot be extended to defaming statements.  Even if you have a beef with another site and choose to link to it, be sure to be fair, honest and accurate.

Remember, there are ways of tracking down any link into a site.  Some companies have fulltime people involved in searching out and addressing inbound link issues.  So, don't think you can get away with something.

How Many Links Should I Have on a Page?

The answer is of course: it depends.  Google suggests having less than 100 links per page.  If a page has more than 50 links though, users will get confused and have to hunt for an appropriate link.  Sprinkle your outbound links in a reasonable manner, citing sources and providing outside information where it is appropriate and intelligent to do so.

Conclusion

With a good measure of common sense and good will toward fellow Weblings, linking out of your site can provide a value asset to your users and to your site.