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Clear text links that show what the target page is about are good for all target audiences.

Clear links that people and search engines like

  • Describe where the link leads.

  • Use different text for links that lead to different places.

  • Use the same text for links that lead to the same place.

  • Feel free to link to related pages on KTH's website.

Links should be descriptive

Link texts should be clear and contain words that describe what the link is about. Otherwise, users need to read more than necessary to understand the context. Text links are also good for visibility in search engines. 

Links with Click here or Read more give no clues about where they lead and should be avoided. For example, screen reader users can choose to navigate by reading only the links on a page. Therefore, write the link text so that where the link will lead can be understood even when taken out of context.

The law requires: Write clear links (Webbriktlinjer, in Swedish)

It is good if you can use the headline of what you link to so that the user immediately sees that they have come to the right page. If the headline is not comprehensible on its own or is too long you should keep as close as possible.

Do not allow several links on the same page that lead to different pages to have the same text. However, the same link text should be used for all links that lead to the same page.

Link to email address

In links to e-mail addresses, it should be clearly stated who is the recipient of the e-mail message. The e-mail link should contain the e-mail address of the recipient. Otherwise, it may be difficult for the user to understand what happens when following the link; for example, an e-mail program will be opened.

When the e-mail address is printed in the link text, the user can either copy the link address and choose a program to send the message themselves or click the link to open a default e-mail program.

Sometimes it is necessary to supplement the e-mail address with other text so that the purpose of the link is clear to the user, for example Send e-mail to to sign up.

Link within the website

Feel free to link to other pages on KTH's website. The pages must be relevant to the content, and you should not enter so many that the page feels spammy. In addition to making it easier for visitors to find interesting information, it is good for appearing in search engines.

Link to an external website

If the link goes to another website, you can write the name of the organisation or website at the end of the link text, such How to sign up at

Link to another format

Inform if you are linking to a non-web format, such as Form from the Swedish Tax Agency (PDF).

Open links in the same window

The basic rule is that all links should be opened in the same window. There are exceptions where it can be useful to open in a new tab. For example in an application where the link leads to a different type of function and where it is important that the user does not lose track of the page he is on.

In certain systems, like Canvas, there is a built-in feature that causes a link to open in a new window.