Do not make it that obvious! Emil StenstrÃ¶m discusses this and advises that the link text should inform the reader about the content it links to. It should be something that the reader can use to decide whether to click on the link or not. This seems pretty logical and obvious once told. But many are guilty, including yours truly (I actually changed text on pages before I wrote this!), of being too lazy to come up with the right text. Roger Johansson gives some more examples. Even W3C has this down as one of the quality assurance tips. Click here will be really useless when there will be no clicks! Use contextual and informative link text!