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Highlighting a generic call to action such as "click here" or "link here" does nothing to differentiate your web site from others'. Also, highlighting such terms misses a key opportunity to highlight a keyword that is meaningful to your company and, more importantly, to your audience. Therefore, if you are chiropractor placing a link on a health web site's back pain page, do not craft a link that says "Click here if you have back pain" (with "click here" hyperlinked); instead, try a unique call to action that emphasizes the keyword, such as "Get relief for your back pain now." (with "back pain" hyperlinked). Leverage your web metrics and keyword tracking tools to identify which keywords are most likely to generate qualified traffic a partner site to your site.