If you manage a content and ad-driven site, you already know how tiny technical details can nudge your metrics in the right or wrong direction. The target="_blank" attribute is one of those sneaky little elements. It looks harmless, yet it touches security, compliance, accessibility, SEO signals, and even how long people stay on your page.
The target attribute was initially introduced to control where a link should open, but over time, it turned into something far more strategic. Whether a link opens in the same tab or a new one influences session retention, ad visibility, user trust, and compliance with networks like Google AdSense.
If your revenue depends on advertising, affiliate marketing, or sponsored placements, you can’t avoid this topic. This guide explains when to use target="_blank", where the risks lie, and how to manage this at scale without editing a dozen templates by hand.
The target attribute defines the browsing context in which the linked page loads. The reserved values begin with an underscore and follow clear rules.
_self: Loads the link in the same context. It is the default for all links and the recommended behavior for internal navigation._blank: Opens the link in a new, unnamed tab. This is the one publishers care about most._parent and _top: A legacy from the era of framesets. They affect the parent frame, or the top-level window, and matter mostly when you deal with nested iframes.Small variations in this attribute have a surprisingly big impact. Many publishers unknowingly weaken their own conversion flows here.
target="_blank": Always opens a fresh tab. Three clicks equal three tabs.target="blank" without underscore: Creates a named browsing context. The first click opens a tab, and every following click overwrites that same tab.For affiliate strategies where users compare multiple offers, target="blank" breaks the journey. Only the last product page of all clicked ones remains, disrupting the flow and potentially hurting conversions.
The rule is simple. For external links that should open in a new tab, use the reserved keyword _blank.
Using target="_blank" introduced a serious vulnerability called reverse tabnapping. When a link opens a new tab and the target is malicious, the script on that page can use window.opener to rewrite the original tab. The user returns to what appears to be the trusted site and is greeted by a polished phishing screen.
The only way to eliminate this risk is to use the rel attribute consistently.
rel="noopener" prevents JavaScript from linking the new tab to the original one. This stops hijacking attempts and closes the vulnerability.rel="noreferrer" blocks the browser from sending the Referer header and protects user privacy. It also improves compatibility with older browsers that never fully implemented noopener.Modern browsers and CMS systems like WordPress 5.3+ automatically implement the noopener fix when you use target="_blank". Even so, relying on automation alone is not enough.
A fully explicit declaration such as
<a href="https://example.com" target="_blank" rel="noopener noreferrer">ensures:
Automation is helpful, but the explicit combination of noopener and noreferrer still provides the highest level of protection.
Choosing target behavior is a strategic decision. You balance monetization goals against UX expectations. Internal links belong on _self while external links used for monetization usually call for _blank plus rel attributes.
Opening external links in a new tab keeps your content visible. Users can check an external resource without interrupting their reading. That strengthens session retention and supports tasks like product research or tutorial navigation.
From an analytics perspective, _blank does not affect how pageviews are measured. It does, however, keep the original tab open, which can soften bounce-rate tendencies. Longer dwell time and lower bounce rates are indirect ranking signals. Keeping your page active also supports monetization because ad spaces remain visible and can deliver impressions more reliably.
But there is a downside. When new tabs open without warning, users lose the sense of control. Tabs pile up, and the experience feels messy.
From an accessibility perspective, this is a real problem. People who rely on assistive technologies can get disoriented when the browsing context shifts. The WCAG guidelines flag this behavior as a barrier. Google’s quality algorithms tend to reward clean, predictable UX so that poor accessibility can hurt your performance over time.
Strategic Pros and Cons of target="_blank"
| Dimension | Pro | Contra |
|---|---|---|
| User Retention & Metrics | Keeps the user anchored; may reduce bounce tendencies | Overuse can cause frustration. |
| Security & Compliance | Works with rel="noopener noreferrer" | Incorrect rel attributes create vulnerabilities. |
| Accessibility (UX) | Supports external lookups without interrupting reading flow | New tabs without notice are problematic for accessibility. |
| Monetization | Original tab stays active and monetizable | Incorrect naming, such as target="blank", can break conversion flows. |
For every externally monetized link under your control, the recommended bundle is:
target="_blank" + rel="noopener noreferrer nofollow"
_blank keeps your tab in placenoopener mitigates security risksnoreferrer protects privacy datanofollow ensures you don’t pass SEO authority for commercial linksFor affiliate links, direct deals, sponsored content, and self-served ad creatives, this combination is now standard practice.
_self.| Link Type | Recommended Target | Required Attributes | Reasoning |
|---|---|---|---|
| Internal navigation | _self | None | Predictable UX and accessibility |
| Affiliate/external offers | _blank | noopener, noreferrer, nofollow | Retention, safety, SEO correctness |
| Google AdSense | Network-controlled | Network-controlled | Policy compliance |
| Direct deal/advertorials | _blank | noopener, noreferrer, nofollow | Retention, security, proper signaling |
AdSense prohibits any modification of its ad code. Changing how an AdSense ad opens violates program policies. Even adding _blank manually counts as manipulation and risks account suspension.
Google controls link behavior to prevent aggressive link practices and ensure ad quality. Regional variations exist, and only Google decides whether an ad opens in the same or a new tab.
For publishers, the safest route is straightforward: leave AdSense behavior untouched.
For WordPress users, a centralized tool like AdPresso simplifies everything. You define global rules that automatically attach the correct attributes to your external monetization links. When you need exceptions, you adjust or override those global rules for individual ads.
This AdPresso manual provides a compact walkthrough of the implementation steps.
Using the target attribute wisely is more than a stylistic preference. Because it shapes how people interact with your content, how secure your site feels, how reliably you monetize, and whether you stay compliant with your ad partners.
The combination target="_blank" and rel="noopener noreferrer" remains the standard for external links. Internal navigation stays on _self. Any ad network code stays untouched.
When used intentionally _blank supports retention, strengthens monetization, and keeps the user journey smooth. The key is pairing it with the correct attributes every single time.
