diff --git a/wagtail/core/rich_text/feature_registry.py b/wagtail/core/rich_text/feature_registry.py
index a376a83d1..9bef84be0 100644
--- a/wagtail/core/rich_text/feature_registry.py
+++ b/wagtail/core/rich_text/feature_registry.py
@@ -68,16 +68,16 @@ class FeatureRegistry:
         except KeyError:
             return None
 
-    def register_link_type(self, link_type, handler):
-        self.link_types[link_type] = handler
+    def register_link_type(self, handler):
+        self.link_types[handler.identifier] = handler
 
     def get_link_types(self):
         if not self.has_scanned_for_features:
             self._scan_for_features()
         return self.link_types
 
-    def register_embed_type(self, embed_type, handler):
-        self.embed_types[embed_type] = handler
+    def register_embed_type(self, handler):
+        self.embed_types[handler.identifier] = handler
 
     def get_embed_types(self):
         if not self.has_scanned_for_features:
diff --git a/wagtail/core/rich_text/pages.py b/wagtail/core/rich_text/pages.py
index d5f8bbdfb..635553c74 100644
--- a/wagtail/core/rich_text/pages.py
+++ b/wagtail/core/rich_text/pages.py
@@ -5,6 +5,8 @@ from wagtail.core.rich_text import LinkHandler
 
 
 class PageLinkHandler(LinkHandler):
+    identifier = 'page'
+
     @staticmethod
     def get_model():
         return Page
diff --git a/wagtail/core/wagtail_hooks.py b/wagtail/core/wagtail_hooks.py
index 800f94a06..b96ae3355 100644
--- a/wagtail/core/wagtail_hooks.py
+++ b/wagtail/core/wagtail_hooks.py
@@ -40,7 +40,7 @@ def register_core_features(features):
     features.default_features.append('hr')
 
     features.default_features.append('link')
-    features.register_link_type('page', PageLinkHandler)
+    features.register_link_type(PageLinkHandler)
 
     features.default_features.append('bold')
 
diff --git a/wagtail/documents/rich_text/__init__.py b/wagtail/documents/rich_text/__init__.py
index f0a307e51..4e59c2f36 100644
--- a/wagtail/documents/rich_text/__init__.py
+++ b/wagtail/documents/rich_text/__init__.py
@@ -8,6 +8,8 @@ from wagtail.documents.models import get_document_model
 # Front-end conversion
 
 class DocumentLinkHandler(LinkHandler):
+    identifier = 'document'
+
     @staticmethod
     def get_model():
         return get_document_model()
diff --git a/wagtail/documents/wagtail_hooks.py b/wagtail/documents/wagtail_hooks.py
index 8b160213a..c976acada 100644
--- a/wagtail/documents/wagtail_hooks.py
+++ b/wagtail/documents/wagtail_hooks.py
@@ -68,7 +68,7 @@ def editor_js():
 
 @hooks.register('register_rich_text_features')
 def register_document_feature(features):
-    features.register_link_type('document', DocumentLinkHandler)
+    features.register_link_type(DocumentLinkHandler)
 
     features.register_editor_plugin(
         'hallo', 'document-link',
diff --git a/wagtail/embeds/rich_text/__init__.py b/wagtail/embeds/rich_text/__init__.py
index b852c16a4..399d2b58c 100644
--- a/wagtail/embeds/rich_text/__init__.py
+++ b/wagtail/embeds/rich_text/__init__.py
@@ -7,6 +7,8 @@ from wagtail.embeds.models import Embed
 # Front-end conversion
 
 class MediaEmbedHandler(EmbedHandler):
+    identifier = 'media'
+
     @staticmethod
     def get_model():
         return Embed
diff --git a/wagtail/embeds/wagtail_hooks.py b/wagtail/embeds/wagtail_hooks.py
index b767a7016..40922fe14 100644
--- a/wagtail/embeds/wagtail_hooks.py
+++ b/wagtail/embeds/wagtail_hooks.py
@@ -34,7 +34,7 @@ def editor_js():
 @hooks.register('register_rich_text_features')
 def register_embed_feature(features):
     # define a handler for converting <embed embedtype="media"> tags into frontend HTML
-    features.register_embed_type('media', MediaEmbedHandler)
+    features.register_embed_type(MediaEmbedHandler)
 
     # define a hallo.js plugin to use when the 'embed' feature is active
     features.register_editor_plugin(
diff --git a/wagtail/images/rich_text/__init__.py b/wagtail/images/rich_text/__init__.py
index 429c439dc..7aa3f75b7 100644
--- a/wagtail/images/rich_text/__init__.py
+++ b/wagtail/images/rich_text/__init__.py
@@ -8,6 +8,8 @@ from wagtail.images.formats import get_image_format
 # Front-end conversion
 
 class ImageEmbedHandler(EmbedHandler):
+    identifier = 'image'
+
     @staticmethod
     def get_model():
         return get_image_model()
diff --git a/wagtail/images/wagtail_hooks.py b/wagtail/images/wagtail_hooks.py
index be27e7a8a..6d348a8e8 100644
--- a/wagtail/images/wagtail_hooks.py
+++ b/wagtail/images/wagtail_hooks.py
@@ -61,7 +61,7 @@ def editor_js():
 @hooks.register('register_rich_text_features')
 def register_image_feature(features):
     # define a handler for converting <embed embedtype="image"> tags into frontend HTML
-    features.register_embed_type('image', ImageEmbedHandler)
+    features.register_embed_type(ImageEmbedHandler)
 
     # define a hallo.js plugin to use when the 'image' feature is active
     features.register_editor_plugin(