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Link labels

Linking is the quickest way to get the user to the most relevant information. 'Link labels' have two purposes:

  • they are the words you use to describe what the user will find when they click on a link
  • they are a specific indication of the content for search engines (so should use the words your users will be searching with).

Writing good link labels

URLs – give them a label

Unless you're promoting a particular site address, standard practice is to write a meaningful label for your links that describes the page you're linking to.

Wrong approach Correct approach
For more information, see the EU tax and customs home page: more information, go to EU tax & customs

Re-use the destination page title (more or less)

To reassure users they've reached the right destination when clicking, your link label should ideally be as similar as possible to the main heading on the underlying page.

This doesn't mean you have to slavishly reproduce the whole heading in your link label.Sometimes the heading is not a suitable link label (too long, not clearly drafted, using jargon, etc.)

It's okay to rephrase the heading in your link label – as long as you make sure that enough of the key subject words from the heading are used in the label.

Wrong approach (heading on page linked to)Correct approach(link label pointing to it)
Detailed explanation of the different types of public works contract

Public works contract types

The label contains enough words from the destination-page heading for readers to make the connection when they land on that page.

Key subject words

Use these to help scanning readers pick out your links at a glance and help search engines find your page.


  • non-specific terms like "click here" (too general to attract attention)
  • empty phrases – like "information on". This is implied by the context – everything on the web is information!
  • type or category alone (report, regulation, communication, consultation, conference, etc.) – include words that describe the content.
  • document number alone.


Wrong approach Correct approach
For information on EU fisheries policy, click hereInformation on EU fisheries policy
EU fisheries policy – MoreMore on EU fisheries policy
In 2013, the Commission held a public consultation.In 2013, the Commission held a public consultation on energy security.

Commission communication on customs and trade COM(2003) 452

You have to be a real insider to know instantly what COM(2003) 452 means.

Commission communication – customs & trade - COM(2003) 452


Your users' words

This depends on your audience – but in particular for non-expert audiences, you should consider replacing jargon with more accessible terms.

Wrong approachCorrect approach

Multilingualism  – education sector

Abstract / academic words.

Language courses/schools

On a page for students/young people, these are more likely concrete manifestations of multilingualism.
Commission delegation in Canada

Commission office in Canada

Only EU insiders know what 'delegation' means in this context. Its standard English usage refers to a group of representatives sent for a strictly limited time span.

Short – about 3-5 words

In particular – when users can find the full, official title of a linked-to document or institution at a click, there is no need to reproduce this in your label. A shorthand version, with the key subject words (and possibly a numerical reference) is enough.

A handy device for saving space in link labels is the ampersand – & (instead of writing "and").

Wrong approachCorrect approach
Overview of the EU’s relations with IcelandEU-Iceland relations
Experiences in the Use of Country Environmental Profiles in the context of Environmental Integration in EC Development Co-operation ProgrammingEnvironmental profiling in EU development programmes
Regulation (EU) No 524/2013 of the European Parliament and of the Council of 21 May 2013 on online dispute resolution for consumer disputes and amending Regulation (EC) No 2006/2004 and Directive 2009/22/EC (Regulation on consumer ODR)Regulation (EU) 524/2013 – online resolution of consumer disputes

Verbs – to encourage readers to click

Wrong approach
Correct approach

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