The words you turn into a link should describe where the link goes. ‘Read our privacy statement’ tells a visitor what to expect before they click, whereas ‘click here’ does not.
This matters most to visitors who use a screen reader, as a screen reader can list all the links on a page without the text around them. In such a list, five links called ‘here’ are five links nobody can tell apart. Search engines use link text in the same way: Google describes good link text as ‘descriptive, reasonably concise, and relevant’. Leave out ‘click’, ‘link’ and ‘here’ altogether, as a link already shows that it can be clicked.
To add a descriptive link in WordPress:
- Select the words that describe where the link goes.
- Click the link button in the toolbar above the block.
- Paste the address and press Enter or click the ‘Submit’ icon to the right.
For a link to another website, also turn on ‘Open in new tab’, as described in Opening links in a new tab in WordPress.
To check an existing page, read only the link texts on it. Every link text should still make sense on its own.
