Filter Hook: excerpt_more

If you’re not a fan of ” […]” or “… Continue reading →” you can easily setup your own “more” text.

add_filter( 'excerpt_more', 'dot_dot_dot', 11 );
function dot_dot_dot( $more ) {
    return '... <a href="'. get_permalink() .'" class="keep_reading">Continue reading &raquo;</a>';
}