Links should be embedded in clear, specific language that gives the reader a sense of where clicking will take them. Ideally, they should also include keywords relevant to the page you're linking to.
Here's a good structure for linked text:
[Imperative verb] + [noun]
Examples 1, 3, and 4 all follow this structure, and 2 and 5 almost do.
Don’t insert links in generic language like: here, click here, or learn more.
Don't display raw URL links.
If the link triggers a download or video, mention that in, or immediately after, the linked text. See example 3 below.
Links to blog posts and Help Center articles can be embedded either in relevant language, or the actual title of the post. See examples 2 and 5 below.