A lot of online arguments seem to generate more heat than light. One such debate involves whether or not you should use “click here” as hyperlink text.
Proponents of this practice argue that it’s a simple call to action that results in higher click-through rates. Opponents, however, suggest that it’s a waste of valuable anchor text and that it’s a tactic best consigned to the SEO history books.
There are four reasons why using "click here" as link text is a bad idea.
1. The Wording Implies a Mouse Click is the Only Way to Access Information
When a web page uses "click here" as hyperlink text, it suggests that users will be accessing the information on a computer using a mouse. This is not always true, and it forces users who don’t have a mouse to read the entire page in order to find a link that will work for them. This is a frustrating experience for any user, and it’s even more pronounced on mobile devices, where many of your subscribers will open emails by tapping, rather than clicking, on the hyperlinks.
2. It Implies a Generic Use of the Link
In the past, encouraging people to "click here" made sense because it presupposed that they would be using a mouse. Today, however, many people access information on a range of different devices, including phones, tablets, smart watches, and TVs. Using the generic term "Click here" as hyperlink text makes it impossible to establish context for links regardless of what device a person is using. This is a major inconvenience for your subscribers, and it can seriously hamper the effectiveness of your email campaigns.
3. It Adds To the Cognitive Load of Information Foraging
When you use "click here" as hyperlink text, it takes up valuable space that could be used to explain what the link will do or where it will lead. Moreover, it doesn’t provide any indication of what the link is, which may force readers to scan an entire page to find what they need. This is a serious detriment to the usability of your site and should be avoided as much as possible.
4. It Affects Search Engine Optimization
The last reason why you should avoid using "click here" as hyperlink text is that it hurts your search engine optimization efforts. Google relies on keywords to figure out what a page is about, and it compares the phrases that people use when linking to pages with the words on those pages to establish context. Using the phrase "click here" as your anchor text removes important words from the equation, and it can make Google suspicious that you’re engaging in black-hat tactics.
Using "click here" as link text in your emails is no longer an effective way to get people to visit your website and take the action you want them to. Instead, focus on creating compelling content and building links that are relevant to your readers. This will help you rank well in search engines, and it will also improve your subscribers’ email experience.
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