How Google, Facebook, Apple, and Amazon Warped the Hyperlink

The concept of the hyperlink was first outlined over 70 years ago and eventually became a central part of the web. But 30 years since the invention of the world wide web, Google, Apple, Facebook, and Amazon have skewed the original ambitions for hyperlinks, who they are for and how far they can lead you. From a feature story: The impact that Google's PageRank algorithms have had on how the commercial web chooses to deploy hyperlinks can be seen in just about any SEO (search engine optimisation) blog. Publishers and businesses are encouraged to prioritize internal links over external links that may boost the competition in Google's rankings. 'Since the very moment Google came on the scene, links moved from being the defining characteristic of the web, to being a battleground. Google's core insight was that you could treat every link as, essentially, a vote for the site,' says Adam Tinworth, a digital publishing strategist. Tinworth explains that Google tries to minimize the effect of these 'unnatural linking patterns', which includes comment spam and 'guest posts', but it remains part of 'how the shadier side of the SEO industry operates.'

With clear, financial incentives to serve Google's web spiders, which regularly 'crawl' website content to determine its placement in searches, a common strategy involves placing hyperlinks on specific 'anchor text' -- the actual words that you click on -- that benefit that site's PageRank for keywords rather than tailor links to readers. That's not inherently a problem but research from the University of Southampton, published in February, suggests it doesn't go unnoticed. In the cases of Apple and Facebook, the question isn't so much how we link and how we react to them, as where we can link to and where we can follow links to. Apple News, Facebook's Instant Articles and Google AMP all propose variations on limited systems of linking back to sources of information. As for Instagram, it's based on a two-tier system: users can't add external links to posts (#linkinbio) unless they buy adverts whereas accounts with a large number of followers are able to add external links to Stories.

Read more of this story at Slashdot.