Anchor text is the clickable text in a hyperlink. In <a href="/title-tags/">how to write title tags</a>, the anchor text is “how to write title tags”. Search engines use it as a clue about the target page’s topic, which makes it relevant to both on-page SEO and link building.
Types of anchor text
- Exact match: the target keyword itself (“garden sheds”).
- Partial match: the keyword with other words (“wooden garden sheds for small gardens”).
- Branded: the brand name (“ShedWorld”).
- Naked URL: the address itself (“shedworld.co.uk”).
- Generic: “click here”, “read more”, “this website”.
- Image: an image link, where the alt text acts as the anchor.
Anchor text in backlinks
For links from other sites, a natural profile is dominated by branded and URL anchors, with a minority of descriptive and keyword anchors. If most of your backlinks use the same commercial phrase, it suggests manipulation. Google’s Penguin update targeted exactly this pattern.
A rough healthy profile for most businesses:
- Branded and URL anchors: the majority.
- Partial match and topical phrases: a sizeable minority.
- Exact match commercial anchors: a small share.
- Generic: the remainder.
Compare your profile with the top-ranking competitors in your niche rather than chasing fixed percentages.
Anchor text for internal links
Internally you have full control and much less risk. Best practice:
- Use the target page’s keyword or a close variant.
- Keep wrapper words outside the link: “Read our guide to [internal linking]” rather than “[Read our guide to internal linking]”.
- Avoid “click here” and “read more”.
- Do not use the same anchor for two different target pages.
- Vary slightly across pages so the site does not look templated.
Our internal linking guide covers placement and planning.
Surrounding text matters too
Google reads the words around a link as well as the anchor. A generic anchor in a highly relevant sentence still passes context.
Over-optimisation warning signs
- Dozens of footer or sidebar links with keyword anchors.
- Guest posts that all link with the same money phrase.
- Sudden spikes of exact-match anchors from unrelated sites.
These are typical of black hat SEO link schemes.
How to check your anchor text
Ahrefs, Semrush and Moz show anchor distributions for backlinks. For internal links, crawlers like Screaming Frog list every anchor pointing to each URL.
Frequently asked questions
Can I ask sites to change anchor text?
You can, but it rarely matters. A relevant link with any anchor is better than no link.
Is “click here” bad for SEO?
It wastes an opportunity and hurts accessibility. Descriptive anchors are better.
Related terms
See link building, nofollow links and the SEO encyclopedia.
Mr. SEO
Mr. SEO is the webmaster at SEO TT - SEO tips and tricks, a publication about all things SEO related.