8.3 Hypertext and Linking in Online Articles

Digital journalism relies heavily on hypertext and linking to enhance content and improve user experience. These tools allow writers to connect ideas, provide additional context, and guide readers through complex topics.

Effective use of links can boost SEO, increase engagement, and establish credibility. Understanding different types of links, optimizing anchor text, and strategically placing links are key skills for digital journalists in today's interconnected online landscape.

Types of Links

Internal and External Link Characteristics

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  User Experience diagram | The information architect Peter Mo… | Flickr - Photo Sharing! View original

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• Internal links connect pages within the same website or domain
  • Improve site navigation and user experience
  • Help distribute page authority across the site
  • Typically open in the same browser tab
• External links direct users to pages on different websites or domains
  • Provide additional resources and credibility to content
  • Can open in new browser tabs to maintain user engagement on original site
  • Require careful vetting to ensure linked content is reputable and relevant

Backlinking Strategies and Benefits

• Backlinking occurs when other websites link to your content
  • Increases website authority and search engine rankings
  • Drives referral traffic from other sites
  • Can be acquired through guest posting, content partnerships, or natural link building
• Quality of backlinks matters more than quantity
  • Links from high-authority sites carry more weight
  • Relevance of linking site to your content impacts effectiveness
• Backlink analysis tools help monitor and improve link profile
  • Identify harmful or spammy links for removal
  • Discover new link-building opportunities

Link Text and Placement

Anchor Text Optimization

• Anchor text consists of clickable words in a hyperlink
  • Informs users and search engines about linked content
  • Should be descriptive, concise, and relevant to destination page
• Types of anchor text include:
  • Exact match (uses target keyword)
  • Partial match (includes variation of target keyword)
  • Branded (uses company or website name)
  • Generic (click here, read more)
• Best practices for anchor text:
  • Avoid overusing exact match keywords to prevent over-optimization
  • Vary anchor text naturally across different links
  • Ensure text makes sense within the context of surrounding content

Link Relevance and User Experience

• Link relevance refers to the connection between linked pages
  • Improves user experience by providing valuable, related information
  • Helps search engines understand content relationships
• Factors affecting link relevance:
  • Topical similarity between source and destination pages
  • Context of the link within the content
  • User intent and expectations when clicking the link
• Strategically place links where they add most value to readers
  • Within body text to support claims or provide additional information
  • In resource sections or sidebars for related content
  • At the end of articles to guide users to next steps or further reading

Link Density and SEO Considerations

• Link density refers to the ratio of links to text on a page
  • Excessive links can appear spammy to search engines and users
  • Too few links may limit navigation and content discovery
• Optimal link density varies but generally ranges from 1-3% of total content
  • Balance internal and external links for a natural link profile
  • Prioritize quality and relevance over quantity
• SEO best practices for link placement:
  • Include important links higher up on the page
  • Use footer links sparingly and for less critical pages
  • Implement breadcrumb navigation for improved site structure

Hypertext Fundamentals

Hypertext Technology and Applications

• Hypertext allows non-linear navigation through digital content
  • Enables users to access information in any order they choose
  • Forms the foundation of the World Wide Web
• Key components of hypertext systems:
  • Nodes (individual pieces of information)
  • Links (connections between nodes)
  • Anchors (specific points within nodes where links originate or terminate)
• Applications of hypertext extend beyond web browsing:
  • Interactive storytelling and choose-your-own-adventure narratives
  • Educational software with branching lesson paths
  • Technical documentation with cross-referenced sections

Hypertext Markup Language (HTML) Basics

• HTML serves as the standard markup language for creating web pages
  • Defines structure and content of web documents
  • Uses tags to mark up different elements on a page
• Essential HTML tags for creating hyperlinks:

  • <a>

    tag defines a hyperlink

  • href

    attribute specifies the URL of the linked page

  • target

    attribute determines how the link opens (new tab, same window)
• Example of a basic HTML hyperlink:

  <a href="https://www.example.com" target="_blank">Visit Example Website</a>
  

• Advanced HTML link attributes:

  • rel

    for specifying relationship between current and linked document

  • title

    for providing additional information about the link