Don't create links that use the phrase “click here.” Write the sentence as you normally would, and place the link anchor on the word or words that best describe the additional content you are linking to. Between one and five words is the ideal length for an effective hypertext link.
Descriptive link text helps all site visitors, but it is particularly important for those using a screen reader. These users often scan through a page’s links, so multiple links that read “Click here” are not helpful.
In order to achieve maximum search engine visibility, you need to think like a search engine when writing.
Search engines put the text of your page into a database. When a site viewer conducts a search, the database is queried to identify all the pages that include those words on the page and/or in the links pointing to that page.
Once pages have been identified, search engines order the results according to relevance. Relevance can be determined based on dozens and dozens of criteria, such as keyword prominence (how often your keywords appear on a page, and where they appear).
In order to rank well:
Please refer to the University Identity Guide.
New York University is a global university. Writing on the website should address to the university community while knowing that the outside is viewing. Prospective students do not want to read marketing spin, and they consistently ignore content specifically aimed at them. Instead, they seek content that is addressed at our current students in the hopes they find out "what it’s really like." Thus, we endeavor to put our best content forward to our current students while keeping the writing accessible for prospective students.