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 and SEO
- Time on site and engagement: Opening links in new tabs can increase the time the original page remains open, potentially improving engagement metrics that matter to SEO.
- Behavioral signals: When users return to your site after viewing content in a new tab, metrics such as bounce rate and pageviews per session may improve — signals search engines can interpret as indicators of content quality and usefulness.
- Appropriate usage: It is generally recommended to use target=»_blank» for external links so users can easily return and continue interacting with your content. For internal navigation, avoid forcing new tabs to maintain a coherent user journey.
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. By applying these straightforward safeguards, you can avoid common threats and protect users interacting with your web properties.
