• Link texts should be understandable without any surrounding context. This is especially important for users relying on screen readers, as they often navigate by listening to a list of links. 
• For users with impaired motor skills, each interaction can be time-consuming and tiring. Clear and descriptive links can reduce the number of interactions needed to find information.

Examples:

Good: "Learn more about digital accessibility"

Bad: "Click here to read more"

• Place important keywords early in the link text to enhance search engine optimization and user comprehension.
• Make sure the link clearly indicates what it leads to, especially if the page covers multiple topics.
• Specify if the user needs to log in, call or take another specific action.

Example: "Log in and apply for a car loan"

Ensure the link text closely matches the title of the target page to avoid confusion.

When linking to documents, specify the format (e.g., PDF) in the link text. This informs users that they are not linking to a standard webpage.

Example: "Download our Annual Report (PDF)"

When linking to email addresses, include the address in the link text and state its purpose.

Example: "Send an email to support@domain.com"

Generally, do not use URLs as link texts. They are hard to read aloud for screen reader users and not user-friendly for sighted users.

Example:  

Good: "Visit our homepage"

Bad: "http://www.example.com"

If linking to a page in another language, indicate this in the link text.

Example: "Research web (English)"

Clearly indicate when a link leads to an external site and specify the type of document if applicable.

Example: "Consumer tips (konsumentverket.se)"

If the URL of a page is to be widely spread, for example in advertisements or printed material, create a short and clear web address. In AEM, a short URL is called Vanity URL.

Example: "swedbank.se/pension"