"Web 'sites' are complete abstractions—they don’t exist, except in our heads. When we identify a site as such, what we’re really describing is a collection of individual linked pages that share a common graphic and navigational look and feel." - Lynch

"Two types of links are used in web sites: navigational links that connect pages within a site such as the links in the page header above ('book contents, chapter contents', and the classic 'embedded' hypertext links within the content that offer parenthetical material, footnotes, digressions, or parallel themes that the author believes will enrich the main content of the page. Although navigational links can cause problems in site design, more disruptive is the overuse or poor placement of embedded hypertext links." - Lynch

"Embedded hypertext links pose two fundamental design problems. They disrupt the flow of content in your site by inviting the user to leave your site. They can also radically alter the context of information by dumping the users into unfamiliar territory without preamble or explanation when they follow the embedded links to new pages—particularly when those new pages are outside your site." Lynch

"...links can be very useful in their ability to directly link to source material, such as public reports or official transcripts, in providing support..." Tsui

"Web links aren’t just a convenience for the user; they also add semantic meaning to the page. By choosing to link a particular word or phrase you have signaled to both users and search engines that it is potentially important as a search keyword." - Lynch

"...the most helpful link text describes the page that’s being linked to." - Nielson Group

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