The Dos And Don'ts Of Linking Your Pharma Blog
By Rob Wright, Chief Editor, Life Science Leader
Follow Me On Twitter @RfwrightLSL
By Rob Wright
One of the key aspects of every good blog post is the liberal use of links throughout the post itself. Each link provides supporting content to the post and, in turn, makes your post more valuable. Each post should contain at least one link, but two to four links per post is more generally the norm. There shouldn’t be any differentiation between including internal or external links in a post. Links within a post should direct the reader to supporting content or resources that make the original post even more valuable. Internal links drive additional page views within your site. Always keep in mind the purpose of linking – making your post more valuable – and use them in accordance.
Links Should Open In The Same Window
It may be tempting to have all links open in a new window. By doing this, your window remains open while the reader checks out some other piece of content. When the reader is done and closes the window, your site will be sitting right there in a new window. This is the main reason to open links in a new window. However, this is NOT good practice. Instead, all links – both internal and external – should open in the same window as the source article. Here’s the rationale for this best practice:
We don’t own the browser. The reader does. Forcing a choice on the reader with a pop up window which says you are leaving this site for another is annoying and these little annoyances add up, causing the reader to permanently abandon your site.
Users don’t get lost just because a link takes them to a different page in the same window. That’s what the “back” button is for, and why it’s the most used button on any browser. When the reader is done with the link you provided, they can very easily navigate back to your site. It’s actually more natural to readers than moving between windows.
The bottom line is that readers will be loyal and return to your site based on the quality of your blog content. You can’t trick them into being loyal to your site by opening new windows with every link while always keeping your window open. However, any eyeballs you grab using this tactic will not be enduring.
When linking to an internal piece of gated content, add “?immediate=true” directly to the end of the link URL without including any spaces. This will allow a subscriber to pass through the gate and also allow you to capture the download information. Including these best practices, along with good content in your pharma blog, will help keep your readers coming back. Annoying your readers, regardless of the quality of content will drive them away. If you have taken the time to create a blog, avoid the temptation to turn it into something which becomes a detriment.