”Linking seems simple, but is incredibly hard to do right, because to create great links you must be truly thinking like your customer, using their language, making it as simple as possible for them, and saving them as much time as possible.”
Gerry McGovern: The Stranger's Long Neck (2010), s. 4

”Clickers want to see their own words in links, words they recognize, words they are hunting. Keywords. Every word in a link is a chance to spark recognition and action. Any other word is just a distraction, and that includes the organisation’s marketing language and acronyms.”
Rachel McAlpine: Better Business Writing on the Web (2007), s. 62

”It’s extremely tempting to use marketing names, clever buzz phrases, industry terminology, and cute nicknames to make things seem fun or interesting. But using obscure terms in the link just weakens the scent and frustrates the user. Unfortunately, clarity always trumps fun.”
Jared Spool: Designing for the Scent of Information (2004), s. 8

”Our research shows that links seven to twelve words long are more likely to take users where they want to go. […] A seven-word link is more likely to contain the right trigger words than a one- or two-word link. The more likely a trigger word is to be present, the more likely the link is to give off good scent.”
Jared Spool: Designing for the Scent of Information (2004), s. 17

”Make text links long enough to be understood, but short enough to minimize wrapping. A single word text link may not give enough information about the link’s destination. A link that is several words may be difficult to read quickly, particularly if it wraps to another line. Generally, it is best if text links do not extend more than one line. However, one study found that when users scan prose text, links of nine to ten words elicit better performance than shorter or longer links. Keep in mind that it is not always possible to control how links will look to all users because browser settings and screen resolutions can vary.”
The Research-Based Web Design & Usability Guidelines (2006), s. 96