In the last ten years, technical writers and editors have often been responsible for designing the layout and presentation of pages, both for print and for online display, in addition to developing the content. This practice has both good and bad points. In my opinion, the main bad point is a tendency to focus on presentation in situations where this is counter-productive. For example, content that is carefully designed for print may need rework when it goes on a web page or into a help file. Many of us don't like this, and even those who see the necessity are often uncomfortable with the practice, but I think it's something we need to become familiar with and get good at, because we're going to be asked to do it.
Editors can play a major role in helping writers learn how to separate content from presentation.
I'm not suggesting that all content can, or should, be developed separate from all aspects of presentation, but I am suggesting that increasingly writers and editors will be called upon to find solutions that are good, and fast, and cheap. Various arguments were put forth for and against its use. Here are some of them. I prefer the predictable approach of making the URL and the link the same, especially if the site is not in the current set. If it is in the current set, then use a link showing the topic title.