var text = 'This is the text to replace !!value to replace!!!';

text = replaceTenuis(text, '<a href="">KEYFIND</a>', 'KEYFIND');

function replaceTenuis(toReplace, replaceWith, replaceKey) {
  return toReplace.replace(
    /(?:!{2})([\w\s\d]+)(?:!{2})/i,
    function(fullMatch, keyMatch) {
      return replaceWith.replace(replaceKey, keyMatch);
    });
}

console.warn(text);