Anchor Text, explained properly.
What is anchor text?
Anchor text is the clickable text in a hyperlink, usually underlined and a different colour. When you link to another page, the anchor text is what users and search engines see and click. It is a big deal in SEO because it tells Google what the linked page is about.
Why anchor text matters for SEO
Descriptive, relevant anchor text helps search engines understand context. Done well it improves: - **Keyword relevance:** boosts the SEO value of the linked page. - **User experience:** sets clear expectations for where a link points. - **Accessibility:** screen readers rely on meaningful anchor text too.
Types of anchor text
- **Exact match:** the target keyword, for example "SEO audit". - **Partial match:** includes the keyword, for example "our free SEO audit tool". - **Branded:** uses your brand name, for example "BrisTechTonic's SEO Blueprint". - **Generic:** non-descriptive, for example "click here" or "read more". - **Naked URLs:** just the link, for example https://www.bristechtonic.co.uk. Google wants a natural mix. If every link says the same thing, that is a red flag.
Anchor text best practices
- **Use natural language.** Do not force keywords into links. - **Be descriptive.** "Our SEO Blueprint course" beats "click here". - **Vary your anchor text.** Mix exact, partial, branded and generic anchors. - **Keep it short and clean.** Avoid linking an entire sentence. - **Match anchor with destination.** Do not link "SEO audit checklist" to a contact page.
Anchor text in internal linking
When linking between pages on your site, anchor text becomes a roadmap for users and crawlers. Descriptive internal anchors help Google understand your site structure.
Anchor text for backlinks
Anchor text also matters when other sites link to you. Google uses it to understand your authority and topic relevance. A backlink profile made entirely of exact-match anchors can look manipulative, so a natural anchor profile with varied styles and sources is safer.
Common anchor text mistakes
- Too many exact-match keywords, especially in backlinks. - Vague links like "click here". - Broken or outdated anchor text that no longer matches the link. - Missing alt attributes on image-based links, which act as anchor text.
Anchor Text: common questions.
What does good internal anchor text look like?
Descriptive of the destination page. Linking to your SEO services page should use anchor text like "our SEO services" rather than "click here". The destination page's primary keyword, or a close variation, is the strongest signal you can send.
Should every link include the keyword?
No. Mix exact-match keywords with topic-relevant phrases, brand mentions and natural language. The bigger risk is the opposite: too many generic anchors that waste the signal entirely.
Does external anchor text matter more than internal?
Yes, traditionally. External anchors come from third parties and represent independent topical signals. Internal anchors are under your full control, which makes them less weighted. Both matter; external just carries more weight.
What is anchor text over-optimisation?
When too many inbound links use the same exact-match keyword, signalling artificial link building. Natural anchor profiles vary: brand mentions, naked URLs, generic phrases and topical keywords. Concentration on one exact-match phrase triggers Google's spam systems.
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