Link text refers to the visible, clickable words within a hyperlink that users and search engines read to understand where the link leads. It provides contextual meaning about the destination page and plays an important role in navigation, accessibility, and SEO interpretation. Clear and descriptive link text helps users anticipate what they will find after clicking.
Search engines use link text as a relevance signal to understand the relationship between linked pages. When used naturally, it reinforces topic alignment and helps distribute authority accurately. Poor or vague link text, such as generic phrases, offers little contextual value and can weaken clarity.
Effective link text balances usability and optimisation. It should describe the destination accurately, fit naturally within surrounding content, and avoid unnecessary repetition. Strong link text improves user experience while supporting search engine understanding of content structure.
Advanced
Link text is evaluated in context rather than isolation. Search engines analyse surrounding content, placement, internal versus external usage, and anchor diversity to assess intent. Over optimisation through repetitive or exact match anchors can introduce risk, while overly generic anchors dilute relevance.
Accessibility considerations are also critical. Screen readers rely on link text to convey meaning, making descriptive phrasing essential for compliance. Well managed link text strategies improve both semantic clarity and inclusive design without sacrificing performance.
Relevance
- Improves search engine understanding of page relationships.
- Supports internal linking effectiveness.
- Enhances user navigation clarity.
- Contributes to accessibility compliance.
- Reduces risk of over optimisation signals.
Applications
- Internal linking strategies.
- Content optimisation and audits.
- Navigation and menu design.
- Accessibility improvements.
- Backlink quality evaluation.
Metrics
- Anchor text diversity ratios.
- Click through rates on linked elements.
- Internal link engagement patterns.
- Ranking changes after optimisation.
- Accessibility audit results.
Issues
- Generic text weakens contextual signals.
- Over optimised anchors introduce risk.
- Misleading text frustrates users.
- Inconsistent usage reduces clarity.
- Poor accessibility impacts compliance.
Example
A services website replaced generic links with descriptive phrases aligned to destination content. Internal navigation improved, user engagement increased, and search engines better understood page relationships, leading to more stable rankings.