Anchor Text
What is Anchor Text?
In the HTML code <a href="http://example.com">Blue Shoes</a>, the anchor text is Blue Shoes.
Anchor text serves two purposes:
- It tells users what to expect when they click the link
- It tells search engines what the destination page is about
Google uses anchor text as a relevancy signal. If many websites link to your page with the anchor text "best running shoes," Google understands your page is likely about running shoes.
Types of Anchor Text
Exact Match
Contains the exact keyword you want to rank for.
Example: Linking to a page about SEO services with the anchor text "SEO services"
Risk: Too many exact match anchors look manipulative and can trigger penalties.
Partial Match
Includes your keyword along with other words.
Example: "Learn about our professional SEO services" or "Best SEO services for small business"
Safer than exact match and still provides relevancy signals.
Branded
Uses your brand name as the anchor text.
Example: "Mygom" or "According to Mygom.tech"
Very safe. Branded anchors are natural and expected.
Naked URL
Uses the raw URL as the anchor text.
Example: "https://example.com/seo-guide" or "example.com"
Natural and safe. Common in citations and references.
Generic
Uses non-descriptive text.
Example: "Click here," "Read more," "This website," "Learn more"
Provides no keyword relevancy but is completely natural in regular content.
Image Links
When an image is linked, Google uses the alt text as the anchor text. Ensure linked images have descriptive, relevant alt attributes.
Why Anchor Text Matters for SEO
Relevancy Signals
Anchor text is one of the strongest signals for what a page is about. It is essentially a vote of confidence with context.
Historical Importance
In early search algorithms, anchor text was extremely powerful — so powerful that it was easily manipulated. The famous "miserable failure" Google bomb linked that phrase to George W. Bush's biography.
Modern Impact
Today, anchor text still matters, but Google is much better at detecting manipulation. Quality and naturalness matter more than optimization.
Best Practices for Anchor Text
1. Keep it Relevant
The anchor text should accurately describe the destination page. Misleading anchor text hurts user experience and can harm SEO.
2. Be Concise
Anchor text should be brief but descriptive. Avoid making entire sentences or paragraphs into links.
3. Avoid Over-Optimization
The Penguin algorithm update specifically targeted unnatural anchor text patterns. Having 500 links all using the exact same anchor text screams manipulation.
4. Maintain Natural Variation
A healthy backlink profile includes a mix of:
- 30-40% branded anchors
- 20-30% naked URLs
- 20-30% generic anchors
- 10-20% partial match
- 1-5% exact match
These percentages are guidelines, not rules. Natural link profiles vary by industry.
5. Context Matters
The text surrounding the anchor also provides context. A link within a paragraph about running shoes reinforces relevancy even if the anchor text is generic.
Anchor Text for Internal Links
Internal linking anchor text is fully within your control. Use it strategically:
- Use descriptive anchor text that includes target keywords
- Vary anchor text naturally across pages
- Avoid using the same anchor text for different pages (causes confusion)
- Do not over-optimize — it should still read naturally
Common Anchor Text Mistakes
1. Exact Match Overuse
If 80% of your backlinks use the same exact-match anchor, Google will likely view this as manipulative.
2. Irrelevant Anchors
Linking to a page about "running shoes" with anchor text "best coffee makers" confuses search engines.
3. Over-Long Anchor Text
Anchor text should not be entire paragraphs. Keep it to a few words.
4. Generic-Only Internal Links
Using "click here" for all internal links wastes an opportunity to provide context.
5. Ignoring Image Alt Text
Forgetting that linked images use alt text as anchor text means missing optimization opportunities.
Analyzing Your Anchor Text Profile
Use tools like Ahrefs, Moz, or SEMrush to review your backlink anchor text distribution. Look for:
- Over-concentration of any single anchor text
- Suspicious patterns (hundreds of identical anchors from unrelated sites)
- Opportunities to earn more natural, varied anchors
The Bottom Line
Anchor text remains a ranking factor, but natural variation is key. Focus on earning links through great content rather than manipulating anchor text, and your profile will naturally diversify.