Link placement can affect the value of a link since it determines the environment in which the link is. A backlink is not a standalone relationship between two pages. It is part of a webpage that also has structure, subject matter, and emphasis.
The placement of a link in relation to the structure of a webpage determines the relationship that exists between the link and the subject matter around it. It also determines the visibility of the link on the webpage and how well it is related to the subject matter being discussed on the webpage.
Link placement is therefore seen as an important factor when determining the value of links on a webpage.
Placement in Relation to the Content Environment
The first way in which the placement of links affects their value is in relation to the content environment. A webpage is divided into sections that discuss various aspects of a subject matter. Each section contains paragraphs that discuss certain aspects of the subject matter being discussed on the webpage.
A link on a webpage will be in a section that is actively discussing a certain subject matter. This means that the subject matter around the link will be the environment in which the link is. A link in a section becomes part of the explanation or discussion in that section.
If the link appears in a section that is only loosely related to the destination topic, then the content may not support the reference as much. In this case, the connection between the link and the content becomes less clear.
Prominence Within the Page Structure
The placement of a link can also affect how prominent a link appears within the structure of a web page.
Prominence can be defined as how central a link appears within the content being discussed. A link that appears within a section of a web page that plays an important role in explaining the topic appears more prominent.
A link that appears within the main body of an article appears to be part of the main explanation of that article. The paragraphs that appear within this section often discuss the main theme of that article, where paragraph structure plays a role. Therefore, this link appears more closely connected to that theme.
Prominence does not, however, come from the position of the link. Prominence comes from how closely that link appears to fit within the content being discussed.
you may also find these topics interesting:
Relevance Within the Discussion
The placement of a link can also affect how relevant that link appears within the content being discussed.
Relevance is influenced by the connection between the link and the topic of the section where the link is located. The relevance of a link to a related subject discussed in the paragraph where the link is located will be enhanced.
The surrounding sentences also provide language and concepts that can support the subject of the linked page. This can improve the topical relationship between these two pieces of content.
If the placement of the link does not put it near the more relevant parts of the content, the link may not have as direct of a relationship. The surrounding sentences may not support the subject of the destination page as well.
Therefore, placement within more relevant sections of content can improve the relationship between these two pieces of content, both conceptually and topically.
Placement as Part of the Page Structure
The placement of links should also be considered within the broader structure of the content itself.
Articles are structured in a logical fashion. There are introductory sections that set up the subject of the article, sections that explore the subject in depth, and later sections that expand on the subject or provide additional context.
There are sections within this progression that provide more depth and exploration of the main theme of the article. A link placed within these sections becomes part of that exploration.
Therefore, the placement of the link will dictate the role the link will play in the structure of the content.
Instead of having an independent existence, the link becomes part of the information flow of the page.
A Layered Perspective on Link Placement
Link placement will influence the value of the link through several elements.
One element is the content environment in which the link appears. This determines the level of connection the link will have to the surrounding content.
Another element is the level of importance the link appears to have within the article. The relevance of the surrounding content to the destination page also contributes to this relationship.
Therefore, to understand link placement, the link should be considered within the broader structure of the page.
