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Linking Best Practices for Journalists and Bloggers

September 3, 2013 by Kenna Griffin

There doesn’t seem to be much of a question anymore about whether online content should contain links. Links are the easiest way to add depth and context to any online content, including news story or blog post. Plus, links are key to optimizing search results for your site.

We may understand that links are necessary, but many of us still feel a bit uncertain about how to know what to link to, where in the text to link it and when links are appropriate.

Chain linkI gathered a list of linking best practices from some people I consider valuable sources on the subject. The information below is a compilation of linking tips from Sean McGinnis, Steve Buttry and from Rachele Kanigel’s book, The Student Newspaper Survival Guide.

Linking Best Practices for Journalists and Bloggers

Provide specific information

Add links that provide specific information about events—things like maps, registrations or schedules—or provide information about related events or subsequent happenings.

Give readers more

Add links to multimedia elements you may not have access to, things like video clips or song samples. You also should provide links to your own multimedia storytelling elements such as audio or video clips.

Allow purchases

Add links that allow users to purchase products or subscribe to services you’re writing about.

Make introductions

Add links that introduce readers to businesses, organizations or people of which/whom they may not have previous knowledge.

Don’t link to well-known stores. For example, if you’re writing about a product that can be purchased at Target, you don’t need to link to Target’s website. Anyone can find it. However, I linked to Rachele’s book on Amazon earlier in this post. The link allows you to go directly to the site and purchase the text if you’d like.

You should link to more information about people unless you’re certain they’re really well-known. For example, the people I introduced at the beginning of this post are kind of a big deal in my world, but they may not be known to my readers. I sent you to their blogs where you can learn much more about them.

Show your work

Add links that allow the reader to view and/or understand your information gathering process. Consider linking, for example, to full interviews, public records or other official documents.

Add context

Add links that direct readers to related content within and outside of your site. It’s acceptable to mix up internal and external links to add value and be a resource for readers.

Internal links could include those for related stories or other suggested reading.

External links could include those for sites you mentioned in the story or stories about the same subject, produced by other news organizations.

Keep them short

Links should be at least two words, but be only enough words to help the reader understand what they’ll find on other end of the link and to compel them to click.

Add value

Links should add value for the reader. Don’t link for the sake of linking. It’s acceptable to send the reader away from your site. In fact, Google has made a major business out of doing just that. However, don’t send readers away unnecessarily.

Always check the site

Never link to a site you haven’t viewed or a site with outdated information. You owe it to your reader to check your sources.

Be selective

Apparently there is such a thing as linking too much. I read that you should link every 150 words or so. I don’t think you should put a word count on when you link. Instead, you should brainstorm every link you could include with a story and then cut out those that are unnecessary. Also, consider your ethical obligation to your readers. You could be considered as promoting a site or supporting its contents by linking to it. Make sure you consider how the link might reflect on your organization before creating it.

I hope this post helps you understand some basics about linking best practices. I didn’t delve into search engine optimization or page rank because it’s more important, in my opinion, for multimedia journalists to first know how to use links to best serve their readers. You can learn more advanced linking practices once you understand the basics. I think Sean McGinnis put it best in his “first rule of link building“— “Build links as if it won’t help your search results.”

What linking advice do you have for journalists and bloggers?

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Disclosure of Material Connection: Some of the links in the post above (typically those to books) may be “affiliate links.” This means if you click on the link and purchase the item, I will receive an affiliate commission. I promise that I only recommend products or services I use personally and think will provide you value. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”

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Prof KRG

Prof KRG aims to create an ongoing educational dialogue among media professionals, students and educators.

Please let me know what resources you need or topics you wish you better understood. If I don't know the information, I'm happy to seek out someone who does.

Contact me via email at kennagriffin@gmail.com.

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About Kenna Griffin

I am a mass communications professor, journalist and collegiate media adviser. I teach classes including those on writing, reporting, media law, media ethics, social media marketing, and public relations. I am married, have two children and live in Oklahoma. More about this site's purpose

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