If you own your online content and routinely link to blogs or websites, it is important to optimize the link text so your readers know why they should click a link and for Google to know why you’re linking to it.
Exampling what I mean, look at the following paragraph that I wrote in a blog post six months ago about a Newburyport bakery claiming to be the Best in Country:
After reading Gillian Swart’s love of lattes at Greta’s Great Grains on her blog here and here, I realized I didn’t have this link to the bakery on my online restaurant list over on the right. I’ll add that shortly.
Over the summer, when I read about search engine optimization I realized I should have written such content more effectively, as highlighted in the below rewrite. Pay attention to the link text:
After reading Gillian Swart’s blog about her love of lattes and cinnamon buns at Greta’s Great Grains and their healthy competition with other Newburyport coffee houses, I realized I never visited the official website of Greta’s Great Grains.
It comes down to relevant linking. Do you see the difference? It’s vitally important that you do. Viewed top to bottom, aren’t you more hungry to click the second set of links than the first?
The context of “click here” (which every online content creator has done at one point or another) is meaningless. Why should someone click here? is the question you must ask when devising the link text.
When clicking to people’s blogs or company websites, try not to include link text of only the person’s or company’s name. For instance, don’t link to ariwriter.com with the text “Ari Herzog” but use contextual keywords for your readers (and search engines) to grasp the relevance of the link.
If nobody knows why you’re linking to me, why should they click your link?
Rather, I suggest that when linking to my blog at the root level (unlike a post where the context is clear, such as this one about optimized link text), you could use relevant phrasing, such as “Ari Herzog, who provides advice on social media.”
Does that make sense?