A website without links is like a bicycle without a chain (or a million other metaphors): nonfunctional and pointless. The Web was created for hyperlinks; seems like a given. However, some organizations worry about sending away traffic to other organizations and groups. So, they want to remove links on their website-- a few links or even all of them.
Creating and managing external links is an important part of building and maintaining any website. Organizations want to maximize their links to corporate partners, other NGOs, and other online resources without losing traffic and driving potential donors and registrants to other websites. Many organizations struggle over how to prepare and manage their external links. However, few organizations devise programs or best practices to help with this process.
The Internet is a web because of how links are put together; to simply ignore linking takes away for the dynamic qualities of this medium and can hinder Search Engine Optimization (SEO) practices. A website needs to connect to other resources to be part of that connected web of sites that string together the Internet. Ignoring link opportunities or removing them from a website leaves a very flat experience and does little to ensure that visitors stay longer on the website. It also gives the appearance of an organization with few connections to other resources.
Your organization can devise a simple list of best practice or link policy to build and maintain external links and maintain a navigable and well-connected online presence:
Reciprocity: Ensure links to corporate partners, other organizations and NGOs, foundations, or any other resources will feature reciprocal links. Linking improves SEO and helps market the organization to other resources.
Open New Windows: Links to resources not affiliated directly with pertinent content can open a new browser window with the "target="_BLANK". For example, a link to other organizations can open a new window. Be very careful with opening new windows, as it makes for poor accessibility for visitors with impairments.
List Resources: Post resources at the bottom of articles and pages, rather than link with copy. For example, list "Other Resources" at the end of a story or piece of content, then display a small message that the link will open a new window.
Use Copy Links: When you link with copy, avoid phrases such as "click here" or "read more". Instead, make strategic links, such as "Visit XXXXXX's website". This linked copy will help boost search results for related to that group or company can improve SEO ratings.
Use Logos and Visuals: Linking to corporate and nonprofit partners with their logos and visuals provides a very professional appearance and can be used as leverage to creating meaningful partnerships with other corporate or organization brands. Corporate branding offers a substantial link presence and can be leveraged for strong, reciprocal partnerships.
Make Your Website a Resource Center: Having a links page can provide a resource for anyone interested in hunger-related or global development-related issues and need to locate resources. This links page can be created with tools such as Delicious to combine online bookmarks, syndication feeds, and social networking tools. A good example of this resource can be found on the KnowH2O website.
Watch your Google Analytics or other web log reports and pay attention to your top exit pages. If these pages feature a lot of external links, you might want to revise how many links are on these pages. Check your referrer logs to make sure your partners are driving traffic your way, too. Don't be afraid to be part of the larger whole; have confidence in your message and show the world that your organization is an important resource in the vast sea of websites.
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