target="_blank": SEO and Security Rules
target="_blank" opens a link in a new tab. It has no direct SEO effect — but always pair it with rel="noopener" for security and performance. Modern browsers add noopener automatically, but don't rely on that in your source.
- Opening links in a new tab does not pass, block or change link equity — it's a UX choice, not a ranking signal.
rel="noopener"stops the new page from accessingwindow.opener— a real security and performance fix.- Modern browsers imply noopener for
_blank, but older ones and embedded webviews don't — keep it explicit. - Use
_blankfor links away from a task (docs, references); keep navigation in the same tab. rel="noopener"is separate fromnofollow/sponsored— mixing them up is a common audit error.
HTML links are a fundamental mechanism for connecting web pages within a site and across the web. Like any powerful tool, links can introduce potential risks for both the website and its users.
What Is target=»_blank»?
When the target="_blank" attribute is added to an <a> element, the browser opens the link in a new tab (a new browsing context). At first glance, this is convenient because it lets users keep the current page open, but it introduces important security considerations.
Impact of target=»_blank» on SEO and User Experience
From a search-engine optimization (SEO) standpoint, using target="_blank" does not directly affect rankings. However, it can indirectly influence SEO through its effect on user experience and on-site behavior.
User experience
- Do not optimize analytics artifacts: Keeping the original tab open can change session metrics, but that is not evidence of a ranking gain.
- Respect user expectations: New tabs can help with a reference or document, but forcing every external link into a new tab can create accessibility and navigation friction.
- Keep normal navigation predictable: Internal navigation should usually remain in the same tab. Use a new tab only when the task clearly benefits and label unusual behavior where needed.
Security Risks of Using target=»_blank»
The primary risk is that, when target="_blank" is used, the browser retains a reference to the originating page. This allows the newly opened page to access window.opener and potentially manipulate the original page. For example, an attacker could:
- Execute scripts that degrade the performance of the originating page;
- Replace the original page’s content with a phishing interface, deceiving the user.
What Precautions Should You Take?
To mitigate risks associated with target="_blank", add the rel attribute with «noopener» or «noreferrer».
rel="noopener"prevents the new tab from accessingwindow.opener, blocking potential malicious interactions.rel="noreferrer"also suppresses the HTTP referrer header, which can otherwise be used for tracking or data leakage.
For maximum compatibility and protection, use both values together, as some browsers may not fully support noopener but honor noreferrer. A safe pattern looks like this:
<a rel="noopener noreferrer" href="https://demo.site/html-link.html" target="_blank">Link</a>While target="_blank" can enhance user experience, security should remain a priority. These straightforward safeguards protect users interacting with your pages without costing anything in rankings.
Does target="_blank" hurt SEO?
Do I still need rel="noopener" if browsers add it automatically?
What's the difference between noopener and noreferrer?
noopener blocks the new page's access to window.opener. noreferrer does that and also strips the Referer header, so the destination can't see where the click came from.Should internal links open in a new tab?
_blank for external references and downloads.Sources
- MDN: rel=noopener, including modern
target=“_blank”behavior. - MDN: rel=noreferrer, including referrer suppression and opener behavior.
