linking strategy

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A method of connecting various websites. It exploits one of the Web's fundamental strengths, that is the ability for any public document to connect to any other public document. For example, deep linking (linking to a web page other than a site's home page) has started to cause some controversies. Proponents of deep linking contend that the ability to link freely is central to the philosophy behind the public Internet. However, the legality of deep linking has been called into question in several lawsuits involving well-known corporations. Opponents of deep links, typically large corporations, argue that deep linking unfairly eliminates the ability of the home page to contribute to brand building and advertising functions.

Other forms of link are: inbound link, which is a link from a site outside of a site; outbound link, which is a link to a site outside of a site; and reciprocal links, which are outbound links exchanged for inbound links.

Subjects: Marketing.

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