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Hyperlinks: The good the bad and the ugly

“As most of us are desperately scrambling for links to keep our sites fresh and current it’s crucial that you know what you’re doing when you apply the power of the hyperlink. The more links you have on your site the better it will rank and every time you update content you should include more links.

There are three ways of hyperlinking – the good, the bad and the useless. And I will try to shed some light on how to go about this in the right way so you end up doing it successfully.

When you stumble upon a hyperlink in a text you will most likely make up your mind whether or not you will click it based on what it links to. In most cases the hyperlink is self-explanatory. There are millions of examples of how a sentence will end with the words  - “click here”-  with the previous part explaining where you are going to end up if you click the link.

This common method is not good when it comes to generating traffic to that particular direction because nobody likes to be told what to do when they are in the middle of their online experience. Another example of bad hyperlinking is when you are obviously trying to steer traffic deliberately to a specific location.

Consider these two sample sentences:

I like (insert name of any famous beverage with a hyperlink to that brand).

I am thirsty (hyperlink the word thirsty to the same beverage from the previous sentence).

Both of these snippets will hyperlink to the same location but the first one is not likely to generate any traffic whatsoever, while the second one is more likely to raise enough curiosity for the reader to click it to find out what you would drink if you’re thirsty.

For the online savant this will make little difference since they will know that hovering above a hyperlink will reveal the destination, but for those who prefer to satisfy their curiosity quickly, it’s an easier way of directing traffic.

Now imagine if you will that you have resorted to method one from the sentences above and hyperlinked using the brand name, let’s also for argument’s sake say that you are paid to supply that link because that brand is paying for it, now you are really in over your head.

Your client will quickly lose faith in your capability to generate traffic, not because your reports don’t show that you aren’t supplying the links ordered, but because you are hyperlinking in a way which is sure to not generate any traffic. Before long your client will drop you like your bad hyperlinking habit.

The useless hyperlinking is irrelevant of the approach you use. Linking to any site which will give the 404 error message is simply useless, but there is one more thing you can do to ensure that your hyperlink will be useless, and it’s when you link to a site which will eventually expire, like online news articles which have a short shelf life”.

Andreas Voniatis

Andreas Voniatis

Andreas Voniatis read Economics at the University of Leeds, graduating in 1999 with an Upper Second Class honours degree.  Upon graduation, Andreas pursued a career as a management accountant, becoming a passed finalist of the Chartered Institute of Management Accountants in 2.5 years, with first time exam passes in every

 module. His accountancy career covered various management accounting roles at First Choice Holidays, BOC Group and BT.

During his accounting career, Andreas became a self taught website designer in 2003 and worked alongside many of the avant-garde SEO consultants learning and testing many of the SEO techniques in highly competitive industries.

Alchemy V Ltd was founded in 2007, on the back of selling to the WinTech Gaming Group based in the USA, and in response to the opportunities and rising challenge of competitive Search Engine Optimisation (SEO).  As a consultant Andreas contracted for The Move Channel (formerly Lead Galaxy) as an online marketing manager expanding on his web search and accounting analytical skills to email marketing, display advertising, web project management, website analytics, and establishing XML partnerships, including with the Telegraph Newspaper.

In 2009, Andreas left to join Infectious Media, a New Media Age award winning agency, as their Head of Search, responsible for their Pay Per Click (PPC) and SEO product and client servicing.

In 2010, Andreas reprised his role within Alchemy V Ltd and rebranded as Alchemy Viral with clients including his former employers Infectious Media, Xoomworks, CyberSports, Akiko Web Design, and Thrive Active.  With his  company’s delivering beyond expectations, Alchemy Viral grew in stature winning further clients including Discount Vouchers, News International, Interpublic and Carat.

Andreas is actively developing the company, with particular regard to Product Development and Business Development.  This is an exciting stage for the company with new staff coming on board to meet the scaling operational challenges to meet and exceed client expectations.

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