Is SEO effected of putting an external link in the primary navigation of a website?

[mundsack]

I have a customer, www.xxx.com.  This site has good traffic, low bounce rate (28%), 2:00 min avg time on site, and 45% return visitor rating.  No spam rankings, etc.  Good load time.

Another site, www.yyy.com, has sent out a request for them to add them as a new link in www.xxx.com's primary navigation - using a title such as "abc" (not the name of the company or site of yyy.com).   This second site, www.yyy.com, has a bounce rate of 98%, avg time on site is :30, and 10.2% return visitor rate.  No spam flags noted in Open Site explorer.  Plus they are asking other sites similar to www.xxx.com to do the same thing.

Questions/Concerns and Feedback appreciated:

1. Will yyy.com's analytics and quality pass back to xxx.com and cause Google or algorithms to flag or penalize xxx.com?  (It ranks #1 for quite a few things.)  The relevancy between the sites is good -same industry, same business objectives.

2. From a usability standpoint, isn't it more appropriate to place a link to another website in a different way? e.g. a promotional graphic wit a link or anchor text links?

3. Isn't it more appropriate to ask another business for links - not using the primary nav of a site?  (It seems yyy.com is essentially asking other sites for 'free advertising/promotion.'

Thanks!

[ChrisAshton]

1) Analytics data is based on the UA code on the page. Assuming your pages are built on a template, by default the UA code for yyy.com is going to receive the visit, not yours. You could ask them to put your UA code on there but... that kind fo defeats the purpose of having analytics in the first place when you're blurring the data!

2) From a user perspective, it would be a little confusing to click a top nav link and end up on another website, so yeah I would suggest putting that link somewhere else on the site and making it clear that they're about to leave yours. Bonus points for using target="_blank" to open that other page in a new tab, also for user experience.

**3) **Right again. If yyy.com has nothing to do with xxx.com (as in the owners of X and Y don't even know each other) then it's a very strange request and one I'd be hesitant to even entertain.

The quality of their site can hurt you to a minor extent, I'd just be more worried about the confusing user experience and the fact that you'd be electively sending your users to their site, while they offer you... what?

The reason they want that link up there is simply the implied strength of that location. Link value is typically seen in order of priority from top left to bottom right; a link in your top nav gives them a sitewide link from almost the very top of every page. Good for them I suppose, though sitewide links aren't great, but not something you should do.