Position and label links well

Summary: Write descriptive link text and place links in the relevant part of the text.

Label links with keywords

Write descriptive links. This will help to improve search ranking for the linked page. It also makes links more visible and meaningful when users scan-read the content. Consider the experience of a screen reader user when writing link text.

Write concise, meaningful link labels

Label links with keywords that identify the linked resource.

Avoid ‘click here’, ‘read more’, ‘learn more’ and other generic labels.

Don’t make links too long — a few words are usually enough.

Don’t use the web address (URL) as the link text.

Identify link behaviour

If a link opens a document, include the document format and size in the link text if possible.

For email links, use the address as the link text.

Position links carefully, avoiding clutter

Add links in the relevant part of the text.

Don’t embed more than one link in a paragraph. If you need more than one link, move them to a list below the paragraph or section.

Include links to references or background materials at the end.

Don’t repeat links or link labels

Include a link only once on a page. Avoid linking to different resources using the same link text.