Linking out to other related sources is cool and helpful.

Linking keyword keyword to whatever it is you're selling on another site is not. It sucks.

The 4 Types Of Inline Links

  1. Informational: leads to pages that offer more, and often deeper, information related to the words linked.
  2. Referential: serve as a live bibliography: "here is the source stating what I just said"
  3. Definitional: provide an extended definition on the word(s) linked.
  4. Promotional: links to the start of a sales funnel.

The 2 Destinations Of Inline Links


  1. on-site, or
  2. off-site

Good Promotional Links

Promotional links that make sense are either keyword keyword links that go to an on-site sales funnel (like Apple linking to the app store) or clearly identified as sales copy ("buy them here").

The Sucker Punch Link


Sucker Punch links are offsite promotional links pretending not to be.



When a reader sees keyword keyword linked in an article, we expect the link to be promotional on-site (often not helpful but it makes sense; we're used to it) or one of the other types of inline links, on-site or not.

Instead, the Sucker Punch link is used not to help the reader but to help the linked site rank better for keyword keyword. The relation, cause, rapport, or need to go from the linked words to the offsite document is non-existent: the experience makes no sense.

It sucks. To read "computer repair" in an article, click the link and land at the home page of a company? Sucks.

Want A Link? Add Value

Your home page doesn't define " isn't the essence -- of those keywords you just linked.

Want to promote anyway? Show off how you are those keywords by deep linking to related articles and resources on your site.

That makes *sense*, adds value -- and does your promotional job in a non-douche way.