admin
05 Jun 2025
Anchor text is one of the most overlooked yet powerful elements in search engine optimization (SEO). Used correctly, it can help your content rank higher, improve the user experience, and support a strong internal linking strategy. Misused, it can lead to penalties or lost visibility.
In this comprehensive guide, we’ll explore what anchor text is, its different types, how it affects SEO, and best practices for using it to your advantage.
Anchor text is the visible, clickable text in a hyperlink. It tells both users and search engines what the linked page is about. In HTML, anchor text appears like this:
<a href="https://example.com">anchor text</a>
Here, "anchor text" is what users see and click on.
Anchor text provides context and relevance. It influences user behavior and search engine interpretation of your content. When used intentionally, it becomes a strategic SEO asset.
Understanding the various types of anchor text can help you create a more natural, diverse, and optimized link profile.
The anchor includes the target keyword exactly.
Example:
Learn how to use
email marketing software effectively.
Contains the keyword plus other words.
Example:
Discover the best
tools for email marketing success.
The brand name is used as the anchor.
Example:
Explore case studies on
HubSpot.
The raw URL is used as the anchor.
Example:
Visit
https://ahrefs.com for more
tools.
Non-descriptive anchor text like “click here” or “read more.”
Example:
Click here to access the full
guide.
When an image is used as a link, the image’s alt attribute becomes the anchor text.
Includes related or semantically linked terms rather than exact matches.
Example:
If your target keyword is “running shoes,” an LSI anchor might be “footwear
for long-distance runners.”
Anchor text influences SEO through how it communicates the linked content's relevance and intent.
Anchor text signals what the linked page is about. Search engines use this context to rank pages for relevant search queries.
Search engines distribute "link equity" based partly on anchor text. A well-optimized link from a high-authority site using relevant anchor text can significantly boost your rankings.
The Penguin algorithm by Google penalizes sites that overuse keyword-rich anchor text. A natural mix of anchor types is critical.
Descriptive, relevant anchor text helps users understand where a link will take them. This supports trust, accessibility, and navigation.
Optimizing anchor text is more than just inserting keywords into hyperlinks. It’s about creating a natural and balanced internal and external linking strategy that aligns with user intent and search engine expectations. Whether you're managing a blog, e-commerce site, or corporate website, how you structure your anchor text can directly influence visibility, credibility, and user experience.
To help you get it right, here are some essential best practices for using anchor text effectively in your SEO strategy:
Avoid using the same exact-match phrase repeatedly. Instead, include a mix of branded, partial, and LSI anchors for a more natural profile.
Anchor text should relate to both the source and destination content. Irrelevant or misleading anchors can confuse users and harm rankings.
Let the reader know what to expect. Instead of “click here,” use “download our SEO audit checklist.”
Inserting too many keywords in anchor text is a red flag for search engines. Use keywords strategically and sparingly.
The surrounding content also matters. Ensure your anchor text flows naturally with the sentence and supports the topic.
Don’t link the same anchor text to the same URL multiple times on a single page. One clear, relevant link is sufficient.
Not all anchor text is created equal. Where you place your links—whether internally on your own site or externally on another domain—has a major impact on SEO performance. Understanding the difference between internal and external anchor text strategies allows you to build a more effective linking structure that improves both user navigation and search engine crawlability.
Let’s break down each type starting with internal links:
Used within your own website to guide users and distribute authority. Internal linking:
Example:
“Check out our guide to
technical SEO for a deeper understanding.”
When other websites link to your content. Although you can’t fully control external anchor text, it's important to monitor and disavow unnatural or spammy links.
Use tools like Ahrefs or Google Search Console to review your backlink profile regularly.
Using “best SEO agency” as anchor text on every link to your homepage may seem helpful but can trigger penalties.
Phrases like “click here” offer no context and provide poor user experience.
If the anchor says “content marketing tips” but leads to a pricing page, this creates confusion and hurts credibility.
Screen readers rely on meaningful anchor text to help visually impaired users navigate. Generic links offer no value in this context.
Several SEO tools can help you track, optimize, and refine your anchor text strategy:
Provides data on internal and external links along with the anchor text used.
Gives a breakdown of all anchor text in your backlink profile, including percentage distribution and authority.
Useful for analyzing competitors’ anchor text, spotting link-building opportunities, and identifying over-optimization risks.
Helps audit your internal linking strategy and highlights duplicate or overused anchors across your site.
Use product and category names as anchors to target high-converting keywords using . Avoid overly generic links like “see product.”
Combine service keywords with local intent for local SEO benefits.
Example:
“Best plumber in Austin" or
“trusted Los Angeles HVAC technician."
Link to related articles using descriptive or LSI phrases to improve content depth and crawlability.
Focus on branded and educational anchors that lead to demos, whitepapers, or product features.
As Google continues to evolve, so does the role of anchor text.
Search engines now understand the context better. The anchor text and surrounding sentence structure matter more than ever.
Google interprets intent rather than keywords alone. Anchor text should reflect how people speak and search naturally.
Voice searches tend to be longer and more conversational. Anchors that mimic natural phrasing can complement this shift.
Anchor text from high-authority, trustworthy sites will carry more weight in rankings as Google continues to emphasize expertise and credibility.
Anchor text remains a critical element in a strong SEO strategy. When used correctly, it improves site structure, supports content relevance, and enhances backlink quality. Misuse, however, can result in penalties or poor performance.
To ensure SEO success:
Mastering anchor text is not just a technical requirement—it’s a way to provide better value, context, and clarity for both users and search engines.