What is Link Text?

• Text that masks raw URL in digital content.
• Link text provides context for the destination of a link.
• Link text should be descriptive of the content of the destination.
• Link text should not be ambiguous.
  • Examples of ambiguous link text: ‘click here’, ‘read more’, or ‘go here’.
• Where possible, redundant link text should be avoided.
  • Redundant links occur when multiple copies of the same link/link text appear on the same page of content.
• Link text should be concise and descriptive. Avoid linking entire sentences when creating content.

You can test your link text by removing it from the surrounding textual content and putting it by itself. Ask yourself: Does this link text describe the link destination, or the purpose of the link? Does the user need more context to understand where they will arrive after activating the link? If so, consider rewording your content to make the link text less ambiguous.