1. Start with a reader’s question
Look for paragraphs that introduce a concept another page explains better. That point may be a useful linking opportunity.
2. Describe the destination
Use link text that helps readers anticipate the destination. Check that the target page fulfills that promise and is available.
3. Maintain the map
After publishing or changing a URL, review its incoming and outgoing links. Keep a list of retired pages and their replacement when one exists.