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The hyperlinks of any website can be roughly divided in four categories with no real distinctions but which you need to employ using a rule of thumb: a) Clix generating click throughs (brand awareness)* b) Clix generating repeat visits by internal referral (e.g. bookmarks, newsletter signups, brochures); c) Clix generating traffic (agreements for inbound links, online marketing for third parties); d) Clix generating sales
*Do not confuse our use of term “click throughs” with click throughs as in pay per click concept. Pay per click is all about inbound traffic into a site. Here, I am discussing internal navigational path.
Once I have idea of a website’s structure along these lines, I start floating into writing stage and as I go along, I tend to keep a continuous check that profile of content and links actually match up with vital points.
Each website is unique of course and to categorise links into four categories very rigidly does not make sense. For instance, a link to an article that has also been published elsewhere on web creates both inbound traffic and repeat visit value and possibly also a click through.
It makes sense to assess each link and construct content around it on using common sense. In this process, I tend to take into account a number of factors, including navigational path, design possibilities and optimal content size.
Although most sites differ, links making up navigational path are generally quite similar in their relation to vital points; click throughs are generally way less closely related to a site’s vital points than for instance sales clicks. Or at least when you build up your sales idea right, ultimate click will be entirely logically connected with your business concept. As for middle two categories, they generally are somewhere in middle in relation to vital points too.
There is not a lot else to writing good website content, apart from gloating over results with your clients a few months later!
Angelique van Engelen writes for www.contentClix.com and runs an international blogspot http://clixyPlays.blogspot.com. You can contact her on Clixy@contentClix.com