Anchor text

Definition

Anchor text is the clickable, visible text within a hyperlink that users can select to navigate to another page. It provides context to both users and search engines about the content of the linked page. Anchor text is an important factor in SEO because it helps search engines understand the relevance and relationship between web pages.

For example, if a blog links to an online store using the anchor text buy running shoes, search engines interpret the destination page as being relevant to that keyword. This not only improves the user experience by setting expectations but also supports rankings for that term.

Advanced

Anchor text optimization requires balance. Exact match anchors can improve keyword relevance but may look unnatural if overused. Variations such as branded, partial match, generic, or natural anchors help diversify the link profile and reduce the risk of search engine penalties.

Advanced strategies involve auditing anchor text distribution across a website and from external backlinks. Tools like Ahrefs, SEMrush, and Moz provide anchor text analysis to identify patterns and risks. Search algorithms assess not only the text itself but also the surrounding content for context, making natural integration essential. Internal linking practices should also use descriptive anchors rather than vague phrases like click here.

Why it matters

• Helps search engines understand the topic of linked pages.
• Guides users with clear expectations for the destination page.
• Improves SEO by distributing keyword relevance.
• Builds authority when used in external backlink strategies.

Use cases

• Linking blog posts to product pages with descriptive text.
• Using branded anchors for company references in press articles.
• Diversifying anchor text to avoid keyword stuffing risks.
• Optimizing internal links with contextually relevant phrases.

Metrics

• Distribution of anchor text types across backlinks.
• Ratio of branded to keyword-rich anchors.
• Traffic and rankings from optimized linked pages.
• Anchor text audit reports from SEO tools.

Issues

• Over-optimized anchors triggering search engine penalties.
• Excessive use of generic text like read more reducing clarity.
• Inconsistent or misleading anchors confusing users.
• Lack of keyword-rich anchors missing ranking opportunities.

Example

A software company earns a backlink from a popular tech blog. Instead of using generic anchor text like click here, the article links with the text best project management software. This descriptive anchor strengthens the linked page’s relevance and contributes to higher rankings for that keyword.