`data-link-name`attributes should be of the format https://docs.google.com/a/guardian.co.uk/document/d/1JCvMQYHGI09TNFg99_sREqyW5aPYkdy-Bh-C3jLlSWY/edit

See, e.g, https://github.com/guardian/frontend/blob/master/commercial/app/views/soulmates.scala.html#L18