Re-linking in any text on a website, and even more so in a guest blog, is an important tool not only in terms of SEO, but also in terms of behavioral factors. It can and should be used, but it must be done correctly. So that links to other materials do not annoy and distract the reader from the main text. As practice shows, the readmore block (or read more – “read more” in literal translation) works best for these purposes.
According to experts in the field of content marketing, readmores are a new trend that is now gaining momentum. This means that everyone who is engaged in content projects is useful to know about it.
How to make a block
The easiest way to set up a readmore is in a separate block. You can separate it with visual design elements on both sides or with font and sign with a thematic heading like:
- To learn more;
- Along with this topic is often sought;
- This is useful to know;
- Read also;
- It will be interesting for you, etc.
Where to post
The good thing about the read more block is that it is appropriate almost everywhere in the text. Moreover, in contrast to the standard reference design, it can contain more than 2-3 links to useful materials. Recent research shows that there are only 2 ideal places to insert it – under the first paragraph and at the end of the article.
Readmore at the beginning of the text will help you not to lose the user who made a mistake with the choice of the topic. A person can navigate, being attracted by the heading, but after reading the first paragraph, he realizes that this is not the information he was looking for. In the case of a regular link, a site or channel automatically loses such a reader. But if, immediately under the material he does not need, other topics appear that may fall into his interest, it is likely that he will remain.
Thus, under the first paragraph it is necessary to refer to articles that are close in meaning to the already open material, but not identical to it. These can be clarifying data or related topics.
With the read more block at the end of the text, everything is simple. It is needed to keep the user on the channel, the site as long as possible. That is, in this part it is necessary to post articles on the same topic that the open material is devoted to (if a person has read it to the end, it means that he guessed the topic, and there is a chance that he will be interested in delving into it).
If the article is informative, but written with the intention of selling something, the offer to buy should be placed in a block located either at the end of the text or in the middle. This, on the one hand, will demonstrate respect to the reader (he is not prevented from getting acquainted with the information of interest, but they are offered a useful product that he is potentially interested in). On the other hand, the commercial offer will not go unnoticed (more than 80% of readers scroll through the material to the end, even if they do not read every section of it).
For what materials readmore is a must have
Classic readmores are becoming the rule of good form in guest blogging. They are strongly recommended to be used in articles on all kinds of editorial sites (starting with Yandex.Zen). On an information and news site, such a block will also be much more appropriate than standard links.
An exception is references to regulations or the originals of articles to which the text refers. They can be issued with a standard link. Although in some cases it makes sense to include such information in a separate block with a signature a la “the original article can be found here” or “the full version of the new bill is here.”