Resources:

https://www.sitepoint.com/link-text-best-practices-desktop-mobile/

  • Differentiate linked text from unlinked text.
  • Differentiate visually between visited and unvisited links.
  • Make link text work in context.
  • Make it scannable (that is, make it work if not out of context, then without the context of the sentence that includes it).
  • Keep it short but predictive of what users will get when they click.
  • Put the words related to that prediction at the start of the link text.

https://www.nngroup.com/articles/113-design-guidelines-homepage-usability/ sections #34-39