Deep linking has deep consequences for life online. It uses search engine optimization (SEO) to greatly effects web page visibility by improving efficiency in the way traffic is directed to important pages between disparate web pages and between separate sites. This has the very real potential to improve sales and deliver a core message.
An author can benefit themselves by creating internal deep links. These link relevant pages within a single site that guide the reader smoothly through out associated content. Deep linking improves site usability by immediately satisfying customer needs and interests, whether for additional information, or to immediately initiate a transaction.
A model of internal deep linking has been developed based on the structure of the nonprofit Wikipedia’s. The idea of limited degrees of separation applies very well to encyclopedic knowledge. For every summary of information given, new questions arise which are immediately answered by a well placed internal deep link.
External linking: This form accesses content of an outside web page, bypassing the given site’s home page or directory. In this way, deep linking can be both blessing or a curse. A blessing to the site author who benefits from the improved SEO ranking, a problem to the those who’s content is used without credit being given.
External deep links access the content from outside web sites with out first going through the accessed site’s homepage. This benefits the external site author by increasing traffic to little accessed pages, improving the page rank amongst search engines. The possibility lies here for plagiarism if credit isn’t given where it’s due. Cases have been brought up in courts between companies in which one has deep linked to the service pages of another, thereby by passing remuneration system of one. This in essence can be considered theft of services, and can be devastating for companies that charge for their content.
Deep linking is a great way to build up rankings amongst search engines who rank and list results based on the number of links to a specific page. External links carry more weight than internal, so another site that links to one of your pages is a good thing. However, linking to another’s page to access their content without giving credit to the site’s author can be damaging and illegal.
While deep linking may carry contrasting connotations based on how it used, it is a necessary tool to stay afloat in a sink or swim online economy. The wise will adapt and flourish with it, others will maintain their privacy without it. We are all connected, it’s a matter of the degree of separation to which you will exist.
