Why do users click on links? Because they think there will be something good on the other side. Putting it like that makes the answer sound trivial, but that makes it no less true.

Good link text–when a link concisely and accurately describes the destination page–is good for everyone. From a usability perspective, it’s a no-brainer. Most of us are skimmers rather than readers, and poor link text forces the user to slow down and read the text around the link to figure out the context. The user may not even stop to read around the link and simply miss out on a good link.

As it turns out, good link text matters for accessibility reasons. Screen readers can read through all of the links on the page, much like the skimming behavior of the average user. Similarly, the user will have to read the surrounding text to figure out where a link will go. With a screen reader, though, this task becomes more onerous.

Interestingly, good link text is also important for search engine optimization. When search engines look at your website, one of the factors they use to determine what a page is about is to read through the links. You shouldn’t be concerned with simply using the words that accurately convey what a destination page is about, but also with using the words that people really search for.

Link text must give users a concise taste of what they will get when they click. They should be written so that they would make sense even when taken out of context. “Click here” and “read more” just don’t cut it.

If the destination page explains a thing or a concept in further detail, then that word makes a good candidate (for example, “Hermitage” or “TARDIS”). It may take a couple of words or a short phrase to fully encapsulate the concept (like “sediment deposits” or “Fortress of Solitude”).

Sometimes, a verb is what it takes to capture a concept. “Doing your taxes” captures the idea in a way that just “doing” or just “taxes” does not. Just make sure that the verb really does complete the phrase. “Learn about the candidates” isn’t helpful because the act of clicking on a link implies learning about some topic.

How long should a link be? Short enough to say everything you need to say and no longer.

The link must be long enough to convey meaning but not too long–certainly, try to avoid have a link wrap around to a second line. This may make a single link look like two links.

It may take some extra time to slow down and think about the text that you’re using for links. Nonetheless, it is a good investment that pays off in a better experience for users and better visibility for your page.