What is Anchor Text?
Definition
Anchor text is the visible, clickable text portion of a hyperlink that users see and interact with, which also signals to search engines what the linked page is about.
Why anchor text matters
Anchor text matters because it provides context signals to both users and search engines. Users rely on anchor text to understand where a link leads before clicking, while search engines use it to understand the topic and relevance of the linked page.
The anchor text pointing to your pages from other websites influences how search engines categorize your content. Natural, varied anchor text from quality sources strengthens topical associations, while over-optimized or manipulative anchor text patterns can trigger penalties.
For internal linking, thoughtful anchor text helps establish relationships between your pages and guides users through your content.
Key concepts and types
- •Exact match anchor text
Anchor text that precisely matches the target keyword, which can be beneficial in moderation but risky if overused. - •Partial match anchor text
Anchor text containing the target keyword along with additional words, appearing more natural. - •Branded anchor text
Using brand or company names as anchor text, typically appearing natural and safe. - •Generic anchor text
Non-descriptive text like 'click here' or 'read more' that provides little context. - •Naked URL anchor text
Using the actual URL as the clickable text, common in citations and references.
Common misconceptions
- ✕All anchor text should be exact-match keywords
- ✕More keyword-rich anchor text is always better
- ✕Anchor text from internal links doesn't matter
- ✕Generic anchor text like 'click here' is fine for SEO
- ✕You can control how other sites link to you
Related terms
FAQs
What's the ideal anchor text distribution?
A natural anchor text profile includes a mix of branded, partial match, related terms, generic, and naked URLs. Over-reliance on any single type, especially exact match, appears unnatural.
Can anchor text optimization hurt rankings?
Yes. Over-optimized anchor text, particularly from external links, can trigger algorithmic penalties as it signals manipulation rather than natural editorial linking.
Should internal link anchor text be keyword-focused?
Internal anchor text should be descriptive and can include keywords naturally. Since you control internal links, using helpful, relevant anchor text improves both UX and SEO.