Best Practice: Creating Accessible, Discoverable Links

May 8, 2026

Well-formed links protect the user experience, support search engine and AI-assisted discovery, and keep content accessible to all visitors. 

Links are one of the most fundamental elements of a webpage. When constructed correctly, links connect site visitors to expected pages, help search engines and AI crawlers understand site content, and meet accessibility standards.

Anatomy of a Link

A link has three components. Each one affects usability and accessibility.

The URL

The URL determines where the link goes. Use the right type for the context.

  • Absolute URL: Begins with https:// and works from any location. Required for external links. Example: https://www.gmu.edu/about
  • Relative URL: Omits the domain and works only within the same site. Use /about instead of https://www.gmu.edu/about when linking within the same site. More efficient and easier to maintain.

Important exception: Do not use relative URLs in Content Central (news articles, profiles, or academic program pages). Because that content is shared across multiple sites, the domain changes and relative paths may not resolve correctly. Use absolute URLs in those contexts.

SiteMasonry CMS includes a built-in page lookup for internal links in some fields. When available, use it. The platform will automatically update those links if a page's URL changes.

The Link Text

Link text tells users, search engines, and AI crawlers what to expect before following a link. Descriptive, specific anchor text helps automated systems understand the context and subject matter of the linked content. Follow these standards:

  • Use descriptive, unique text. Help users and automated systems understand where the link leads and why it is relevant.
  • Keep link text concise. Linking an entire sentence is occasionally acceptable. Keep anchor text to the most meaningful words possible.
  • Use formatted link text rather than pasting raw URLs into page content. A descriptive linked phrase is easier to read and works correctly with screen readers.
  • Write link text that makes sense out of context. Screen readers and crawlers may encounter link text in isolation, so every link should clearly identify its destination on its own.

The Title Attribute

The title attribute appears as a tooltip when a user hovers over a link. Use it to provide the formal name of a destination when the link text alone does not fully identify it. This is especially useful when a redirect is in place or when providing additional context for screen reader users.

Example: If the link text is "three-page report on their project," set the title to the report's formal name.

Color Contrast and Accessibility

GMU follows WCAG 2.1 guidelines for link accessibility. SiteMasonry CMS handles most of these requirements automatically, but be aware of the standards:

  • Links must have a non-color indicator (typically an underline) to distinguish them from surrounding text.
  • Contrast ratio between link text and background: at least 4.5:1
  • Contrast ratio between surrounding text and background: at least 4.5:1
  • Contrast ratio between link text and surrounding text: at least 3:1

Questions about accessibility testing? Contact the SiteMasonry team or GMU's Assistive Technology Initiative.

Common Link Problems to Avoid

Microsoft Outlook links

Links copied directly from Outlook emails are routed through a security proxy that rewrites the URL. The result is a long, unreadable string that expires within a few weeks. Always copy links directly from the browser address bar rather than from an Outlook email.

To get a clean link from an email: open the link in your browser first, then copy the URL from the address bar.