Differentiate links and make them scannable. Begin links with the information-carrying word, because users often scan through the first word or two of links to compare them. Keep links as specific and brief as possible. Don't include obvious or redundant information in every link — adding non-differentiating words makes users work harder to find the important words. For example, if you list press releases for your company and every one of them begins with the company name, it's difficult to quickly get the gist of each press release by scanning through the list. Or, if the proper names of your subsidiaries include the company name, such as "FedEx Express," "FedEx Ground," "FedEx Home Delivery," listing them as such presents users with a column of identical words ("FedEx"), and they must read through all of the links carefully to glean the difference.