TL;DR: The visible clickable text of a hyperlink, which tells users and search engines what the linked page is about.
In a nutshell
Descriptive anchors like “our SEO audit” pass topical relevance to the linked page; vague phrases like “click here” waste the signal. Internal anchors shape how Google understands your site structure, and external anchors from backlinks are a major ranking factor. Mix brand mentions, keywords, and natural phrasing to avoid over-optimisation flags.
Quick answer: Anchor text is the visible clickable text of a hyperlink. It tells users and search engines what the linked page is about. Internal anchor text shapes how Google understands your site’s topical structure. External anchor text from inbound links is a major ranking signal. Generic anchors ("click here", "read more") waste this signal entirely.
What Is Anchor Text?
Anchor text is the clickable text in a hyperlink, you know, the bit that’s usually underlined and a different colour. When you link to another page or website, the anchor text is what users (and search engines) actually see and click.
Example: Our SEO consultancy service uses anchor text to tell users where they’re going.
It might look like a tiny detail, but anchor text is actually a big deal in SEO. Why? Because it tells Google (and your visitors) what the linked page is about. The Google SEO Starter Guide covers anchor best practice in detail.
Why Anchor Text Matters for SEO
Anchor text helps search engines understand context. When you link to a page using relevant, descriptive anchor text, you’re essentially saying, “Hey Google, this page is about this topic.”
When done properly, it improves:
- Keyword relevance: Boosts the SEO value of the linked page
- User experience: Sets clear expectations for what a link points to
- Accessibility: Screen readers rely on meaningful anchor text too
At BrisTechTonic, we optimise anchor text on internal links as part of our SEO audits and ongoing content plans, because vague or over-optimised links can hold your site back.
Types of Anchor Text
There are several common types, and each has its place (and risk):
- Exact match: Uses the target keyword, e.g. “SEO audit”
- Partial match: Includes the keyword, e.g. “our free SEO audit tool”
- Branded: Uses your brand name, e.g. “BrisTechTonic’s SEO Blueprint”
- Generic: Non-descriptive, e.g. “click here” or “read more”
- Naked URLs: Just the link, e.g.
https://www.bristechtonic.co.uk
Google wants a natural mix of these. If every link to your site says the same thing (like “best SEO consultant”), that’s a red flag. See our entry on anchor profile for the bigger picture.
Anchor Text Best Practices
Here’s how we recommend using anchor text:
Use natural language
Don’t force keywords into links. If it feels robotic, it probably is. Write like a human, for humans.
Be descriptive
Your anchor should tell users what they’ll find if they click. “Our SEO Blueprint course” is better than “click here.”
Vary your anchor text
Use a mix of exact, partial, branded, and generic anchors. Over-optimisation is real, and punishable.
Keep it short and clean
Anchor text should be concise. Linking an entire sentence? Not ideal.
Match anchor with link destination
If your anchor says “SEO audit checklist,” don’t link it to a contact page. That’s misleading and can hurt trust (and bounce rate).
Anchor Text in Internal Linking
When you’re linking between pages on your site, anchor text becomes a roadmap for both users and crawlers.
Here’s how we use it in BrisTechTonic’s glossary:
- Meta Title, used to describe the clickable title of a page
- Image Optimisation, linked with relevant keywords
- SEO Consultant Bootcamp, branded course anchor
Anchor Text for Backlinks
Anchor text also matters when other sites link to you. While you can’t (and shouldn’t) control every link, Google still uses this data to understand your site’s authority and topic relevance.
If your backlink profile is all exact-match anchors, it may look manipulative. Google prefers a natural anchor profile, one that includes a variety of styles and sources. The Moz Beginner’s Guide to SEO has a good primer on anchor variation.
Common Anchor Text Mistakes
We fix these a lot:
- Too many exact-match keywords (especially for backlinks)
- Vague links like “click here” or “this page”
- Broken or outdated anchor text that no longer matches the link
- Missing alt attributes in image-based links (which act as anchor text)
How We Optimise Anchor Text at BrisTechTonic
We review anchor text in every technical SEO audit and optimise it during content overhauls. Our process includes:
- Mapping internal links to high-priority pages
- Using descriptive, semantically rich anchor text
- Aligning anchors with keyword intent without overdoing it
In our SEO Blueprint course, we even walk you through anchor analysis using tools like Ahrefs and Screaming Frog, so you can monitor and tweak your own anchor strategy like a pro.
Want Help Fixing Your Anchor Text?
If your site has dozens (or thousands) of links with vague or over-optimised anchor text, we can help. Book a free discovery call and we’ll take a look, it’s usually a quick fix that leads to a big impact.
Frequently Asked 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" or "SEO strategy work" 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. Over-optimisation on internal links is rare but possible. 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 (Google knows you can manipulate them). Both still 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.
Take this further
Anchor text strategy is on-page SEO that compounds. Internal anchor optimisation alone consistently lifts rankings on existing content.
Ready to apply this to your own site? Book a free discovery call, or explore our SEO strategy service.