Well written links – clear and concise – are important to Search Engine Optimization (SEO).
Link Name = Page Name = Page Title = Page Filename
Name hypertext links so that they are meaningful when read out of context either on their own or as part of a sequence of links. Link text should be informative yet terse. For example: "ATI Coordinators" instead of "click here." Content developers should further clarify the target of a link with an informative "title" attribute on the destination page. For example: the "ATI Coordinators" link takes you to a page with a "title" of "ATI Coordinators” and the name of the page - displayed just below the banner - is "ATI Coordinators.” The link name, within reason, should equal the page name, which in turn should more or less equal the "title" attribute. In addition, the file name should also equal the title and name, thus: “aticoordinators.html.”
Open Link In Same Window
Open a link in the same window, not a new window: use of target="_blank" confuses the user and "breaks" the back button. That is, it causes the back button to no longer operate. Firefox 2.0 has the ability to recover gracefully, but other browsers and screen readers usually don't. Where thematic use suggests opening links in new windows, state above that section of links that they will open in new windows. A possible thematic reason for opening links in new windows is to differentiate between site links and links to other sites. Resist opening links in new windows.
Pop-ups
It is best practice not to use pop-up windows. Action that is not initiated by the user is experienced as annoying or even a security risk. Users may have pop-up windows disabled, and therefore the message to be delivered via pop-up won’t be received. If you have a good reason for a pop-up, warn the user with text just before the link or warn before the action takes place.
Common Accessibility Links
Provide common accessibility links on every page. Provide a link to the CSUN accessibility page, provide a search function on every page, and use a visible skipnav. Those with cognitive or motor disabilities, as well as low vision users and users of small screens such as phones very much appreciate a visible skipnav. Use a skipnav only where needed, simple pages with little or no navigation do not require it. Name the links Accessibility, Search, and Skip Navigation.
Links To Files
When providing links to documents other than HTML, announce the file type and size of the document and provide a separate link to an accessible reader/helper application as close to the link as possible. Thus, if the document in question is a PDF, it would appear thus in the link: “CSUN Highlights (.pdf, 72KB)” and a link to Adobe Acrobat Reader would appear directly above the document link. Ex: http://www.csun.edu/ua/publicrelations/.
Ideally, you want the link to the reader/helper app above the document link to signal to the user that such documents are coming in the list that follows. You must provide a link to an accessible and free PDF reader, PowerPoint reader, Word reader, free unZip programs, Flash readers, and etc. if you are providing such content. Do not assume that the user has access to PowerPoint, Word, etc. It is best practice to simply provide the link in text: “Download Acrobat Reader.” It is redundant to include the logo for the reader or plug-in as an alt tag is needed for the graphic.