Anchor Text: How to Choose It for SEO
Anchor text is the clickable text of a link. It describes the destination page, but over-optimization can backfire.
· 2 min read
A link's anchor text is the text you click on. It helps users and search engines understand what the destination page is about.
The main types of anchors
- Exact-match anchor: the target keyword, word for word ("SEO audit").
- Partial or varied anchor: a phrase that contains the topic along with other words ("how to carry out a complete SEO audit").
- Branded anchor: the company or site name ("Boost Views").
- Naked URL: the address displayed as is.
- Generic anchor: "click here", "read more", "this site".
- Image anchor: the link is carried by an image, and its alt attribute plays the role of anchor.
What does Google say?
Google uses link text as a clue to the content of the target page. But there is no ideal proportion of anchors to follow. What matters is naturalness: a link profile built by people who cite a site, with varied wording, rarely looks like a series of identical anchors.
The risk of over-optimization
A profile in which most links use the same exact commercial anchor looks artificial. It can be associated with ranking manipulation, which Google's spam policies target. Avoid requesting a specific anchor when you earn an editorial link: let the author write it.
Best practices for external links (backlinks)
- Favor links within relevant editorial content, whatever the anchor.
- Accept diversity: brand, natural phrases, URLs, generic wording.
- Avoid imposing repeated exact anchors across many sites.
Best practices for internal links
You have more freedom internally, since you control both ends of the link:
- Use descriptive anchors that clearly announce the destination page.
- Vary them slightly to stay natural, without changing the subject.
- Avoid using the same anchor for two different pages: it blurs the message and can encourage cannibalization.
- Ban empty phrases like "click here" when a description is possible.
Accessibility
Explicit anchor text also helps screen readers, which sometimes list links out of context. "Read the title tag guide" is far more useful than "read more".
In short: write your anchors for readers, not for an algorithm. If the link honestly describes its destination, it will do its job.