The way your inbound links are worded makes a big difference. They play an important factor for search engine results and for the users.
Having descriptive links with relevant words improves your website SEO and gives a more friendly experience to users.
For example, if a website had millions of inbound links that described it as "Movies for Free", when someone searches for "free movies" on Google, it would point to this website.
So what does this mean? All those links that are pointing to pages on your website displayed as 'More', 'Link', 'This' or 'Click Here' aren't doing you any favors when it comes to increasing your Google rankings.
"For tips and tricks to increase your Google Ranking click here"
Figure: Bad example #1 - Generic words on links won't help your website rankings
"Check out this link for tips and tricks to increase your Google Ranking"
Figure: Bad example #2 - Generic words on links won't help your website rankings
"For tips and tricks to increase your Google Ranking read this"
Figure: Bad example #3 - Generic words on links won't help your website rankings
Also, if you make your the link the entire URL, it won't be very readable to users. You should replace it with a descriptive sentence using relevant words.
"For tips and tricks to increase your Google Ranking go to https://www.ssw.com.au/rules/rules-to-better-google-rankings"
Figure: Bad example #4 - Whole URL on links won't help your users
"For tips and tricks to increase your Google Rankings go to Rules to Better Google Rankings"
Figure: Good example - Descriptive links will help your website rankings and the users
You can also use links to give people a chance to investigate further on a topic. In which case, give the hyperlink enough and consistent info so they know what exactly they're clicking on.
"China is a booming market and now is the time to take advantage of this growing user base. If you have a successful application that you would like to bring to the Chinese market, then working with SSW can help streamline your entry into this market. More on SSW Chinafy."
Figure: Good example - Give users context with a link at the end to get more information on the topic
