Anchor text is the visible, clickable text in a hyperlink that users click to navigate to another page. It provides context to both users and search engines about the linked content. Types include exact match, partial match, branded, generic, and naked URL. Use natural variety and avoid over-optimized anchor text profiles.

Anchor text is the visible, clickable text in a hyperlink that users click to navigate to another page. It provides context to both users and search engines about the linked content. Types include exact match, partial match, branded, generic, and naked URL. Use natural variety and avoid over-optimized anchor text profiles.

What is Anchor Text?

Anchor text is the clickable words in a hyperlink. In HTML, it appears between the anchor tags:

<a href="https://example.com/page">This is anchor text</a>

Why anchor text matters:

  • Tells users what to expect when clicking
  • Signals to search engines what the page is about
  • Contributes to the linked page’s relevance signals
  • Part of natural language understanding

Types of Anchor Text

Exact Match

Contains the exact target keyword.

Example:

<a href="/keyword-research/">keyword research</a>

Characteristics:

  • Strongest topical signal
  • Can appear manipulative if overused
  • Use sparingly in backlink profiles

Partial Match

Contains a variation or part of the target keyword.

Example:

<a href="/keyword-research/">effective keyword research strategies</a>

Characteristics:

  • Natural variation
  • Still provides relevance signal
  • Safer than exact match

Branded

Uses brand or company name.

Example:

<a href="https://ahrefs.com/">Ahrefs</a>

Characteristics:

  • Most natural for external links
  • Builds brand recognition
  • Should dominate backlink profile

Generic

Non-descriptive text like “click here” or “read more.”

Example:

<a href="/guide/">click here</a>

Characteristics:

  • Provides no topical context
  • Common but not ideal
  • Avoid when possible for accessibility

Naked URL

The URL itself as the anchor.

Example:

<a href="https://example.com/">https://example.com/</a>

Characteristics:

  • Natural in citations
  • Common in natural backlink profiles
  • No topical signal

Image Anchor

When an image is linked, alt text serves as anchor.

Example:

<a href="/page/"><img src="image.jpg" alt="descriptive alt text"></a>

Characteristics:

  • Alt text = anchor text for SEO
  • Always add descriptive alt text
  • Common in logos and banners

Anchor Text Distribution

TypeTypical %
Branded40-60%
Naked URL10-20%
Generic10-15%
Partial match10-20%
Exact match5-15%

Suspicious Patterns

Signs of manipulation:

  • High exact match percentage (50%+)
  • Same anchor text from many sites
  • Unnatural commercial anchors
  • Mismatch with site type

Anchor Text Best Practices

Internal anchor text should be descriptive and helpful.

Do:

  • Use descriptive text
  • Include relevant keywords naturally
  • Help users understand the destination
  • Vary anchor text to same page

Don’t:

  • Use “click here” repeatedly
  • Stuff keywords unnaturally
  • Use the same exact anchor everywhere

Example:

<!-- Good -->
<p>Learn more about <a href="/seo/">search engine optimization</a>
and how it can improve your visibility.</p>

<!-- Bad -->
<p>For SEO info, <a href="/seo/">click here</a>.</p>

You have less control over backlink anchors, but can influence through outreach.

Natural acquisition produces:

  • Mostly branded anchors
  • Some naked URLs
  • Occasional descriptive anchors
  • Few exact match

Guest posting tips:

  • Use branded or natural anchors
  • Avoid exact match in author bios
  • Contextual links with partial match

Avoiding Over-Optimization

Google’s Penguin algorithm penalizes manipulative anchor text.

Warning signs:

  • Unnatural exact match percentage
  • Commercial anchors from irrelevant sites
  • Same anchor from multiple sites
  • Anchor text doesn’t match content context

Safe practices:

  • Prioritize branded and natural anchors
  • Let users determine how they link
  • Focus on link quality over anchor text
  • Accept natural variety

Anchor Text for Different Link Types

<nav>
  <a href="/services/">Our Services</a>
  <a href="/about/">About Us</a>
  <a href="/contact/">Contact</a>
</nav>
  • Clear, descriptive
  • Consistent site-wide
  • User-focused

Contextual Content Links

<p>Effective <a href="/keyword-research/">keyword research</a>
forms the foundation of any SEO strategy.</p>
  • Natural within content
  • Descriptive of destination
  • Relevant to surrounding context
<p>Source: <a href="https://source.com/study">Original Study - Source.com</a></p>
  • Often branded or naked URL
  • Transparency about destination
  • Common in citations

Analyzing Anchor Text

Use tools to analyze incoming anchor text:

ToolFeature
AhrefsAnchors report
SemrushBacklink Analytics
MozLink Explorer

What to look for:

  • Distribution across types
  • Any over-optimized patterns
  • Spammy or irrelevant anchors
  • Competitor comparison

Competitor Analysis

Analyze competitors’ anchor text profiles to understand natural patterns in your industry.

Common Anchor Text Mistakes

  1. Over-optimizing - Too many exact match anchors
  2. Generic overuse - “Click here” everywhere
  3. Irrelevant anchors - Text doesn’t match destination
  4. Keyword stuffing - Unnatural keyword insertion
  5. Ignoring context - Anchor doesn’t fit surrounding content

Anchor Text Checklist

  • Descriptive, not generic
  • Natural language
  • Varied for same destination
  • Helpful for users
  • Keywords included naturally
  • Branded anchors dominate
  • Natural variety of types
  • No over-optimization
  • Relevant to linked content
  • No spammy patterns

Monitoring

  • Regular profile analysis
  • Competitor benchmarking
  • New link anchor tracking
  • Disavow if necessary

Conclusion

Anchor text provides valuable context for both users and search engines. For internal links, use descriptive, helpful text that naturally includes relevant keywords. For backlinks, prioritize building a natural profile with mostly branded and varied anchors.

Avoid over-optimization, especially exact match anchors from external sites. Focus on earning quality backlinks from relevant sources and let anchor text variety occur naturally.

Combine anchor text optimization with strong internal linking strategy and ethical link building practices for sustainable SEO results.

Frequently Asked Questions

What is the best anchor text for SEO?
The best anchor text is descriptive and relevant to the linked page while appearing natural. For internal links, use descriptive text that helps users. For backlinks, a natural profile includes variety: branded, partial match, generic, and some exact match. Avoid over-optimizing with too many exact match anchors.
Does anchor text still matter for SEO?
Yes, anchor text remains a ranking signal. It helps search engines understand what the linked page is about. However, its weight has decreased since Google's Penguin update penalized manipulative anchor text. Focus on user value and natural language rather than keyword-stuffed anchors.
What percentage of anchor text should be exact match?
There's no exact percentage, but natural backlink profiles typically have low exact match ratios (5-15%). Most anchors are branded, generic, or partial match. Over-reliance on exact match anchors appears manipulative and can trigger penalties. Internal links can use more descriptive anchors naturally.