Listen: Why do we link to other websites?

In the world of search engine optimization, we are often told that natural links are all about relevance and context. But a study of thousands of web users reveals a different reality.

Most everyday users do not see links as purely educational. In fact, only one in five people believe relevance and context are the primary reasons websites link to each other. Instead, the overwhelming majority see links as explicitly promotional. They associate them with marketing, advertising, and revenue.

This creates a major challenge for search engines and website owners. In the digital marketing industry, there is a common belief that commercial links are inherently manipulative, leading webmasters to delete or disable them to avoid penalties. But if real people organically link to things because they want to promote a partner, a friend, or a great product, then promotional links are, by definition, organic.

Consider a blog post that links to a business partner to provide background context. To the reader, the link is highly useful and informative. But behind the scenes, it is also promotional. Both things can be true at the same time.

It is time to stop treating promotional links as spam. When commercial links occur naturally, they are a legitimate part of how we share information, and they should be embraced, not penalized.