What Is Anchor Text? Why It’s Important & How to Optimize It.

Anchor Text

Anchor text: the visible, clickable text in a hyperlink that describes the linked page’s content; used by users and search engines to understand link context and relevance, influencing SEO and ranking signals.

How to Create Anchor Text

Anchor text is the visible, clickable text in a hyperlink that describes the linked page’s content. It helps users and search engines understand link context and relevance, influencing SEO and ranking signals.

Choose intent first

• Identify the target page and user intent (informational, transactional, navigational).


• Match the anchor’s wording to that intent.

Use descriptive, relevant wording

• Summarize the target topic in a few words; avoid vague anchors like “click here” or “read more.”


• Make the outcome clear so users know what they get after clicking.

Prefer natural language and readability

• Write anchors that flow within the sentence and make sense out of context.


• Keep anchors short (2–5 words for most links); use longer, descriptive phrases for complex topics.

Balance keywords and brand

• Use relevant keywords without over-optimization; avoid frequent exact matches for high-stakes backlinks.


• Mix anchor types with branded and partial matches to diversify.

Vary anchor types

• Exact match (use sparingly for low-risk, highly relevant internal links)


• Partial match (safer; includes keyword plus context)


• Branded (company or product name)


• Generic (UI labels like “learn more,” used sparingly)


• Long-tail/descriptive (useful for complex pages)


• Naked URLs and image anchors (pair with descriptive surrounding text and alt attributes)

Optimize for accessibility and UX

• Ensure anchors are meaningful when read out of context (screen readers, link lists).


• Meet contrast and target size accessibility standards.


• Use title attributes sparingly; prioritize clear anchor text.

Use contextual placement and supporting content

• Place links where users expect them within relevant, topically related content.


• Surround anchors with supportive context that reinforces relevance.

Follow technical best practices

• Use appropriate rel attributes (nofollow or sponsored when needed; add noopener and noreferrer for external links opened in new tabs).


• Provide descriptive alt text for image links to convey the target.

Track and iterate

• Use campaign parameters for external campaigns when necessary.


• Monitor CTR, bounce rate, and rankings; test different anchor phrases and placements.

Avoid common mistakes

• Do not overuse exact-match anchors across many backlinks.


• Do not cloak links or use misleading anchors.


• Do not hide links or make them hard to tap on mobile.

Quick examples

• Internal (informational): “on-page SEO checklist” → links to a checklist page


• Internal (transactional): “upgrade to Pro” → links to pricing or checkout


• External backlink (guest post): “industry content marketing guide” (partial match) with a nearby brand mention

Implement a linking plan

• Audit existing anchors, identify gaps and over-optimization, then apply varied, intent-aligned anchors when adding or updating links.

Anchor Text Types & Examples: Best Practices, Common Mistakes and Optimization Tips

1. 
   

   Types of anchor text (with examples)

   
   
   
   
   1. Exact-match — anchor contains the target keyword exactly. Example: “best running shoes”
   
   
   2. Partial-match — anchor contains a variation of the target keyword. Example: “best running shoes for marathoners”
   
   
   3. Branded — uses a brand name. Example: “Nike running shoes”
   
   
   4. Generic — non-descriptive call to action or filler. Example: “click here,” “read more”
   
   
   5. Naked URL — a full web address is used as the anchor. Example: a full web address
   
   
   6. Image anchor (alt text) — an image link uses the alt attribute as the anchor. Example alt: “men’s trail running shoes”
   
   
   7. Long-tail/descriptive — longer, natural-phrase anchors. Example: “lightweight trail shoes with waterproof membrane”
   
   
   8. LSI/related-topic — a semantically related phrase, not the exact keyword. Example: “cushioned road trainers”
   
   
   9. Compound — brand plus keyword. Example: “Nike breathable running shoes”
   
   
   
   


2. 
   

   Best practices

   
   
   
   
   1. Prioritize relevance — the anchor must accurately reflect the destination content.
   
   
   2. Use natural language — write anchors that read as part of the sentence.
   
   
   3. Diversify anchor types — mix branded, naked, partial, long-tail, and generic anchors.
   
   
   4. Favor context over exact-match — embed links in useful, relevant content (not footers or widgets).
   
   
   5. Place anchors early and near helpful content — users and crawlers value contextual placement.
   
   
   6. Keep anchors concise and descriptive — aim for 2–8 words when possible, but prioritize clarity.
   
   
   7. Use branded anchors for high-risk keyword targets to reduce over-optimization.
   
   
   8. Optimize image links — ensure alt text is descriptive and relevant.
   
   
   9. Use nofollow or sponsored when appropriate (paid links, UGC).
   
   
   10. Internal linking strategy — use descriptive anchors that help users and distribute link equity.
   
   
   11. Monitor and iterate — audit the anchor profile regularly with SEO tools.
   
   
   
   


3. 
   

   Common mistakes

   
   
   
   
   1. Overuse of exact-match anchors — increases over-optimization and penalty risk.
   
   
   2. Using only generic anchors — “click here” everywhere wastes ranking signals.
   
   
   3. Site-wide keyword-rich anchors (footers or headers) — skew the anchor profile.
   
   
   4. Irrelevant anchors — cause high bounce rates, poor UX, and weak signals.
   
   
   5. Hidden or manipulated anchors — cloaking or snippet stuffing risks penalties.
   
   
   6. Broken links or redirects — degrade UX and waste anchor value.
   
   
   7. Using the same anchor text for many different target pages — confuses search signals.
   
   
   8. Ignoring image alt text — misses anchor value from image links.
   
   
   
   


4. 
   

   Optimization tips

   
   
   
   
   1. Audit anchors quarterly — check diversity, relevance, and top referrers.
   
   
   2. Fix broken or redirected links and consolidate where appropriate.
   
   
   3. Shift high-risk exact-match inbound anchors toward branded or compound variations.
   
   
   4. Create landing copy that naturally supports descriptive anchors for internal links.
   
   
   5. Use long-tail anchors for content-depth pages and short or branded anchors for home and category pages.
   
   
   6. Control site-wide links — keep them branded or generic to avoid skewing the profile.
   
   
   7. Leverage guest posts and partnerships for contextual, relevant anchors (avoid paid exact-match).
   
   
   8. For multilingual sites, localize anchors and alt text to the page language.
   
   
   9. Track performance — use organic traffic, rankings, and click-through rates to refine anchor choices.
   
   
   10. Balance dofollow and nofollow based on relationship, trust, and paid or UGC considerations.
   
   
   11. Document internal linking guidelines for content teams (anchor length, preferred types, placement).
   
   
   
   


5. 
   

   Quick implementation checklist

   
   
   
   
   1. Run an anchor text report with your SEO tools.
   
   
   2. Identify risks: percentage of exact-match, site-wide keyword anchors, and broken links.
   
   
   3. Fix or disavow toxic links; update anchors to branded or descriptive forms.
   
   
   4. Update internal links to use contextual, varied anchors.
   
   
   5. Monitor weekly or monthly for changes and ranking impact.