When Is a Link Page a Good (or Bad) Idea?
TLDR; There are no exclusive SEO benefits to using a link page, and there may even be drawbacks, but some brands find it’s the ideal way to organize their content. This article can help you decide what’s best for your website.
Let us guess - you have a page on your website called “Links,” and you’re not sure what to do with it. Or maybe you have a pile of external resources you need to link to, and you are wondering if putting them all on one page is a good idea?
We’ll be up front - The Content Docs are not the biggest fan of link pages. However, there are certainly times when it’s your best (or only) option for linking to necessary content. So we’ll share how we deal with link pages, the alternatives that we prefer, and the situations in which we do recommend using them. But first, let’s start with the basics:
What is a link page?
A link page is a website page dedicated solely to linking, most often to external content. Here are some real-world examples of link pages we’ve run into:
A healthcare organization has external resources that must be included on the website for legal reasons
A nonprofit wants to share links to other organizations that offer similar services
A staffing company has links to employment information on government websites that don’t quite fit with the content on their other pages
Here are some of the common questions that we get about link pages, and what we advise our clients to do with them:
Are link pages good for SEO?
Link pages are neither good nor bad for SEO on your website. Having a link from your website is certainly good for the website you are linking to. However, it’s actually more beneficial for all parties to embed a link inside relevant content, rather than to list it somewhere on a page.
Generally speaking, search engines do not serve pages of links because they would prefer to serve the page being linked to, since it most likely has the information that users need. Therefore, your link page is unlikely to show up in search results. More than this, if you use descriptive anchor text, and embed your link within a paragraph of relevant content, you are helping search engines understand that link better than if it is part of a list of random links.
Are link pages good for UX?
In most cases, it’s better for users if you embed a link within relevant content instead of including it on a link page. They may not know how to find your link page, and they may appreciate having helpful external resources in the moment that they are reading about your products or services. That’s why we help our clients find good homes for external links within relevant content across their website.
However, there are cases where using a link page is preferable. For example, if you have external content that you are obligated to put on your website, but you do not wish to highlight it, then a link page might be a very good solution. Alternatively, if you have ways of directing your users toward a link page that are natural to your user flow, and a large number of resources that need to be organized in a more encyclopedic way, then an alphabetized or topically organized link page could be really useful.
When should you not use a link page?
Here are some cases where we’ve advised clients to move links to more relevant content on other body pages:
When the number of links is small (5 or less): A handful of links can easily be integrated into existing content without overwhelming the user or requiring a separate page.
When the links would be helpful on other pages: If the links provide context, resources, or support for specific topics, embedding them directly into relevant content improves usability and keeps users engaged.
When the links reflect valuable partnerships that should be highlighted more meaningfully: Partnerships, collaborations, or endorsements deserve to be showcased prominently rather than buried on a link page.
When the links are time-sensitive or frequently updated: A link page can become outdated quickly, and users may miss important updates if they’re not prominently displayed elsewhere.
When the links are critical to user decision-making: If the links help users make informed choices (e.g., product comparisons, testimonials, or case studies), they should be placed where users are most likely to need them.
When the links are part of a conversion funnel: Links that drive actions, like signing up for a service or purchasing a product, should be strategically placed to guide users toward those goals.
When the links are tied to SEO goals: Embedding links within relevant content can improve your site’s SEO by creating stronger contextual connections for search engines.
While link pages can serve a purpose in specific scenarios, they’re not always the best choice for user experience or strategic goals. By thoughtfully integrating links into relevant content, you can create a more seamless and engaging experience for your audience. Before defaulting to a link page, consider whether those links could be more impactful elsewhere—your users (and your SEO) will thank you!
Best Practices for Building a Link Page
If you’ve decided that a link page is right for you, then here are some best practices to get the most out of your link page:
Organize links logically & provide context
Group links by category, topic, or alphabetically to make it easy for users to find what they’re looking for. For example, you could separate links into sections like “Resources,” “Partners,” or “Related Articles.” Also, don’t just list links—add brief descriptions or explanations for each one. This helps users understand why the link is relevant and what they’ll gain from clicking it.
Update regularly
Broken or outdated links can frustrate users and harm your credibility. Periodically review and refresh your link page to keep it current.
Consider SEO
While link pages aren’t typically SEO powerhouses, they are helpful to the pages you’re linking out to. Do them a favor and use titles or meaningful descriptions as anchor text. Raw links aren’t good for anyone.
Add a call-to-action (CTA)
If appropriate, include a CTA to guide users on what to do next. For example, “Explore more resources” or “Return to the homepage” can help keep users engaged with your site.
Example Link Page
Below is a sample link page we created for a Breast Cancer nonprofit to house links that users might want to external resources:
Ready to Elevate Your Content and SEO?
At The Content Docs, we specialize in crafting content that not only resonates with your audience but also drives results. Whether you need help optimizing your website for search engines, creating user-friendly link pages, or developing compelling content that converts, we’ve got you covered. Let’s work together to make your site a go-to resource for your audience—get in touch with us today to learn more about our content and SEO services!
