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Deep Linking


In April 1997, Ticketmaster sued Microsoft Sidewalk Site for deep linking to ... Ticketmaster contended that by deep linking, Microsoft was intentionally ... – PowerPoint PPT presentation

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Title: Deep Linking

Deep Linking
  • Cameron Boyle
  • Greg Brown
  • Genevieve Chua
  • XuanHuong Luong

What is Deep Linking?
  • Deep Linking is linking to a web page other than
    a sites homepage.
  • This type of linking bypasses the homepage of the
    document that is being linked to.

What is Deep Linking II
  • The deep refers to the depth of the page in a
    sites hierarchical structure of pages.
  • Any page below the top page in the hierarchy can
    thus be considered deep.

Issues in Deep Linking
  • Deep linking has only begun to spark mild
    controversies in recent times as the Web has
    become more commercialized.
  • One of the fundamental strengths of the Web is
    the ability for any public document to connect to
    any other public document.

Issues in Deep Linking II
  • The legality of deep linking has been called into
    question in several lawsuits involving well-known
  • Opponents of deep linking argue that deep linking
    unfairly eliminates the ability of the homepage
    to contribute to brand building and ad serving

Issues in Deep Linking III
  • Proponents of deep linking contend that the
    ability to link freely is central to the
    philosophy behind the public internet.
  • They also argue that a deep link is better than
    NO LINK.
  • Deep linking may even be more profitable than a
    homepage link if the site has poor navigational

Why Deep Linking?
  • Deep linking is used to offer links to important
    information that the author wants the user to
    have easy access to.
  • Educational Use A student could be sent straight
    to the article rather than having to waste time
    searching for the article from the homepage.

Why Deep Linking II
  • Internal Company Use A company could add a link
    that would send an employee straight to the
    purchasing page to give them easy access to
    contract information.
  • Commercial Use A company could use a deep link
    to get protected material for its own profit

Deep Linking is Good Linking
  • Deep linking enhances usability because it is
    more likely to satisfy users needs.
  • Generic links, such as links to a companys
    homepage are less useful than specific links that
    take users to an individual article of product.

Supporting Deep-Link Users
  • Tell users their arrival point, and how they can
    proceed to other parts of the site by including 3
    design elements on every single page 1) Company
    name or logo. 2) Direct, one click link to the
    homepage. 3) Search tool.

Supporting Deep-Link Users II
  • Orient the user relative to the rest of the
    website. If the site has hierarchical information
    architecture, a breadcrumb trail is usually the
    best method of approaching this. Including links
    to other resources that are directly relevant to
    the current location.

Supporting Deep-Link Users III
  • Dont assume that users have followed a
    drill-down path to arrive at the current page.
    They may not have seen information that was
    contained on higher-level pages.

Ticketmaster vs. Microsofts Sidewalk Site
  • In April 1997, Ticketmaster sued Microsoft
    Sidewalk Site for deep linking to pages within
    the Ticketmaster site.
  • Ticketmaster contended that by deep linking,
    Microsoft was intentionally bypassing advertising
    and links to other services offered by

Ticketmaster vs. Microsofts Sidewalk Site
  • Ticketmaster demanded that Microsoft only link to
    their homepage, so that some sort of control
    could be exercised over the experience of
    visitors to the site.
  • The case was settled confidentially in February

  • A website is like a house with a million
    entrances the front door is simply one among
    many ways to get in. A good website will
    accommodate visitors who choose alternate routes.