According to Robert Niles, editor of the Online Journalism Review, most publications rely an algorithm within their content management system (CMS) to generate hyperlinks, which sometimes results in oversights and irrelevant links.

Niles suggests that a hyperlink should only be inserted if it will provide the reader with information he or she likely didn't know before, and that the highlighted text should give an obvious clue as to the content of the hyperlinked page.

Additionally, for visual purposes, writers should hyperlink the shortest length of text possible, making sure that the reader will both understand the content of the hyperlinked page, and will not feel misled if he or she clicks on it.

We discussed previously how hyperlinking has the potential to impact the writing styles of online journalists, and Niles also points out "useful hyperlinking... reflects the strong reporting of its author." A journalist cannot hyperlink a story if she isn't aware of other articles pertinent to the topic at hand.

Source: Online Journalism Review