Abstract: A method and system for optimizing links to web pages for electronic content are provided. Multiple candidate entities that are associated with a particular entity are identified. Identifying the candidate entities includes at least the steps of identifying a set of entities that is associated with a particular organization with which the particular entity is associated, ranking the set of entities based on one or more criteria, and selecting a subset of entities from the set of entities. Based on the selection, a plurality of links is included in a particular web page for the particular entity. Each link is configured to link to a web page of a different entity of the subset of entities.