Definition
A Link URL is the actual address or destination that a hyperlink points to. Contrary to the landing page you might expect, the link could direct users to a blog post, product page, or any other URL within a website. In some cases, redirects may alter the final landing page, even if the visible hyperlink text suggests another target.
What is it?
The Link URL underpins how hyperlinks work, telling browsers (and search engine bots) where to go. This is distinct from the anchor text, which is merely the clickable portion of the link that users see. Link URLs can reveal vital clues about a page’s content, structure, or purpose—especially if they include descriptive keywords. However, cryptic or overly long addresses may confuse visitors and reduce click-through rates. In terms of SEO, the relevance and integrity of a Link URL can influence how search engines interpret a site’s link profile and overall authority.
How is it used?
Site owners and marketers track Link URLs to ensure they lead to the correct destinations, preventing broken links or 404 errors that hurt user experience. By auditing these URLs—especially during website migrations or major updates—teams can retain link equity and ensure continuity for both visitors and crawlers. When link-building, choosing the most relevant page helps guide users to the content they expect, while also signaling clear topical alignment to search engines. In essence, a well-chosen Link URL provides a seamless, transparent path from one piece of content to another, benefiting both usability and organic rankings.
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