• Why you should not use 'Click here'
• Review: Free Keyword Research Guide

This week I reviewed two websites using ‘Click here’ extensively and it gave me some material for the article below. For privacy reasons, I replicated the real cases using my website links.

In addition, I received a free ebook to share ‘Keyword Research Guide’ from Wordtracker. Although written in a promotional style, I would encourage you to read it. You will get a better understanding on how Search Engine Optimisation Experts choose keywords for a website. And for those of you thinking of producing your own ebook, look at it as an example of an ebook well produced.

Hope you enjoy this (late) newsletter,

‘Click here’ is a relic of the past when web users needed to be told where to click on a web page for additional information or take action. Nowadays, people can identify hyperlinks by their distinctive colour and the change of the pointer to a hand. ‘Click here’ has become superfluous and even undesirable for three reasons:

• Interference with web reading habits
• Detraction from valuable content
• Missed opportunity for better search engine ranking.

Interference with web reading habits

When searching on the web, people sift through information by skim reading for a broad overview and scanning for specific details.

When skim reading, people use visual attractors such as headings, highlighted words and hyperlinks to determine if a web page could be of interest to them. ‘Click here’ stands out but consists of redundant words instead of some worthwhile information required for the assessment of a web page.

‘Click here’ also slows down the scanning process. Each time ‘Click here’ appears, the reader has to pause and read the adjacent text to assess if the link is worth pursuing. Compare the following options:

1. Subscribe to Webmarketingcues to receive a complimentary ebook. Click here
   ’Click here’ requires the reader to read the sentence prior to ‘Click here’ to find out why one would take action.
    
2. Subscribe to Webmarketingcues click here to receive a complimentary ebook.
   ’Click here’ not only interferes with scanning and skimming but also disrupts the flow of information.
    
3. Subscribe to Webmarketingcues to receive a complimentary ebook.
   Whether a person skims, scans or reads, the destination and purpose of the link is clearly stated.

Detraction from valuable content

‘Click here’ states the obvious and is unnecessary. It takes centre stage by capturing the attention and detracting from valuable content. Compare the following examples: 

Articles- Domain names

• The Domain Name Debate: Brand versus Keywords Click here
• Benefits of having your own domain name Click here
• Tips for choosing your domain name Click here

Note how your eye movement is drawn to ‘Click here’ rather than to the title of the article.

Articles- Domain names

• The Domain Name Debate: Brand versus Keywords
• Benefits of having your own domain name
• Tips for choosing your domain name

In the above example, the hyperlink bears the title of the article which makes the destination predictable. (My personal preference: I don't underline hyperlinks to give a leaner look to my index.)

Missed opportunity for better search engine ranking

Search engines take into account text links in their ranking algorithm. By having keyword-rich links you can raise your relevancy score and search engine ranking for both the source and destination page.
(Link relevancy is a criteria used by search engines to ensure that results returned are the most relevant to a user's query.)

Review: Keyword Research Guide (free ebook)

by Wordtracker

I thoroughly enjoyed this ebook because it was effortless to read and the marketing strategies were simple, practical and thought-provoking. And what’s more it’s free!

© 2005 Henriette Martel-Lawson.