Heirs of the Lost Empire
If you don’t want to use the page’s name as the link text, you can specify your own text by placing a vertical bar | and the link text in the link like so: Linking with different text
Linking to characters
For PCs and NPCs in your campaign, the easiest thing is to use the PC/NPC Link Lookup in the sidebar to the right. It’s quite handy! Otherwise, the links behave much like a wiki link, just with a colon at the start.