Anchor text

Definition

Anchor text is the clickable text in a hyperlink that directs users to another webpage, document, or resource. It is typically displayed in a different color or underlined to indicate its clickable nature. Anchor text provides context to both users and search engines about the content of the linked page.

Well-optimized anchor text improves navigation, user experience, and search engine rankings by making links more meaningful. Instead of generic phrases like "click here," descriptive anchor text communicates relevance and helps search engines understand the relationship between pages.

Advanced

In HTML, anchor text is created using the <a> tag with an href attribute that defines the target URL. Search engine algorithms evaluate anchor text to assess the topical relevance of the linked content, making it an important element of search engine optimization (SEO).

Advanced anchor text strategies balance natural readability with keyword relevance. Types of anchor text include exact match (keywords identical to the target), partial match (keywords combined with other terms), branded, naked URLs, and generic. Over-optimization or repetitive keyword-heavy anchors can trigger search engine penalties.

Why it matters

• Improves SEO by signaling the relevance of linked content.
• Enhances usability by guiding users with descriptive links.
• Builds authority through backlinks with contextual anchor text.
• Strengthens internal linking strategies for site structure.
• Helps search engines index and rank pages effectively.

Use cases

• A blog post linking to a research study using descriptive anchor text.
• An e-commerce site linking product categories with keyword-rich anchors.
• A brand using its name as anchor text for reputation building.
• A publisher using internal anchor text to connect related articles.

Metrics

• Click-through rates (CTR) on linked text.
• Distribution of anchor text types across backlinks.
• SEO performance of pages receiving keyword-rich anchors.
• Internal link density and relevance.
• Quality and authority of referring domains.

Issues

• Overuse of exact-match keywords can harm SEO.
• Generic anchor text reduces clarity for users and search engines.
• Broken or misleading links frustrate users.
• Manipulative anchor text strategies may trigger penalties.

Example

A digital marketing agency published a blog post about SEO strategies and linked the phrase "effective link building techniques" to a detailed guide on its site. This descriptive anchor text improved both user navigation and search rankings for the linked page.