The words in a link tell a reader what they will find next. Review that promise against the actual destination. A link labeled “download the workbook” should not lead to a generic homepage or a form that never supplies a workbook.
Google's link guidance, checked September 9, 2026, recommends descriptive, concise anchor text with useful surrounding context. The editorial test is straightforward: can a person understand the next step, and does the destination fulfill it?
This review is about the relationship between two resources. It should not become an exercise in inserting the same target phrase into every link.
Compare the promise with the landing experience
Use the following hypothetical examples to classify common mismatches.
| Current label | Actual destination | Better decision |
|---|---|---|
| Download the complete kit | A product preview page | Label it as a kit preview or provide the promised download |
| Our verified results | A general services page | Link to actual evidence or remove the unsupported promise |
| Read more | A migration checklist | Name the useful checklist in context |
| Pricing | An old offer with different terms | Repair the destination and verify the current offer |
Do not solve a destination problem with more persuasive anchor text. If the linked resource is incomplete or inaccurate, fix the resource or choose a different next step.
Read the sentence around the link
A link can be clear in isolation but misleading in context. “Every plan includes export; see the plan details” may overstate the offer even when the linked pricing page correctly limits export to one plan. The surrounding sentence needs the same factual review as the destination.
For a fictional product guide, a useful sentence might say that export availability depends on the plan and link to the current plan comparison. The link then helps the reader resolve the condition rather than hiding a contradiction behind it.
Avoid forcing a commercial destination into an informational sentence that promises evidence. If the reader needs a primary source, link to the source. A product page may be the next commercial step elsewhere in the article.
Keep destination type visible when it matters
Tell readers when a link opens a PDF, workbook, external tool, or gated resource if that information changes their expectation. A label such as “Preview the worksheet PDF” can be more useful than “Get started.”
For paid or unavailable products, make the current state clear. A preview link should not imply a completed purchase, and a product enquiry should not be described as instant access. The promise should match the actual workflow.
Check whether the link points directly to the intended resource or through an unnecessary old route. A redirect may be legitimate, but internal links can often be updated to the current destination once a migration is complete.
Review a manageable sample
Start with the article's important next steps: evidence links, downloads, product references, and links to related implementation guides. Record label, surrounding claim, final URL, destination type, and any mismatch.
Check the actual final resource rather than assuming that a familiar domain is enough. A source may have moved, a download may have changed, or a page may no longer support the sentence that cites it.
Use the internal-linking guide to decide which links belong in the first place. Close the review when each important link gives the reader an accurate expectation and a useful next destination.