Are Hyperlinks Making Us Stupider?

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Taken from a presentation at the latest Brighton SEO conference by Zachary Colbert

Lev Manovich

The Language of New Media, first published 2001

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“The very principle of hyperlinking, which forms the basis of interactive media, objectifies the process of association, often taken to be central to human thinking.” (Manovich, pg. 61)

>>> Therefore – the less our associative powers, the less human we are?

We all know what hyperlinks are

Creating them – better put – earning them

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Links act as a vote of confidence, …and I’ve never heard

of coalition linking!?!Cuts, Cuts, Cuts, Cut

Everything!

Including your hair!

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Keyword Research(Shameless Client Plug)

www.thegymgroup.co.ukTargeted Health Club Gym Fitness Exercise

OPEN 24/7NO CONTRACTSSTATE OF THEART FACILITIESONLY £14.99

p/m

Natural associations

Sport Nutrition Balanced diet Green Hospital Doctors Fast food, Illness Fruit

Anchor Text be Damned!

Best anchor text should be one of your keywords.

Via the keyword research process you have limited the number of potential terms to be used for anchor text – we’re trying to predict what the user will search to find our client = externalizing their thought process

EXAMPLE - http://en.wikipedia.org/wiki/HealthWikipedia Health page –

http://en.wikipedia.org/wiki/healthWorkplace wellness programs

Workplace wellness programs can include things like onsite fitness centers, health presentations, wellness newsletters, access to health coaching, tobacco cessation programs and training related to nutrition, weight and stress management.

Nutrition (also called nourishment or aliment) is the provision, to cells and organisms, of the materials necessary (in the form of food) to support life. Many common health problems can be prevented or alleviated with a healthy diet.

A healthy diet is one that helps maintain or improve health. It is important for the prevention of many chronic health risks such as: obesity,heart disease, diabetes, and cancer.[1]

“We are asked to follow pre-programmed objectively existing associations.” (Manovich, pg.61)

>>> In reference to navigating Wikipedia pages

BUT – Hyperlinks, due to their efficiency at connecting data allow us to consume large amounts of information at a rate quicker than ever before

It’s not about where these links go, or whether they are ‘correct’ destinations or not

But simply the act of following them – following someone else’s pre-meditated path through the information means we don’t find our own way…

Map of global internet usage,

looks a bit like a brain…

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Externalizing thought processes as a graphical user interface = Minority Report

In order to improve how we navigate data we must improve how we interact with computation

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As technology advances and data proliferates this will necessitate both the user and author to develop better ways of interacting with tech and traversing the information super highway! – BUT what will this experience be like?

As we (and generations to come) spend longer online and more time following links, we increasingly mistake these connections for our own – this Manovich argues is lessening our own cognitive capabilities

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