Anchor text is the clickable text of a link. When you read “learn more about XML sitemaps” and the words are underlined and clickable, those words are the anchor text. It might seem like a small detail, but anchor text helps users decide whether to click and helps search engines understand what the linked page is about.
This guide explains the types of anchor text, how search engines interpret them and how to use anchors naturally for internal links, external links and backlinks.
Why Anchor Text Matters
For users
Descriptive anchor text tells readers exactly what they will find before they click. This builds trust and improves navigation, especially for people using screen readers, which often list links out of context.
For search engines
Search engines use anchor text, along with surrounding words, as a clue about the topic of the destination page. When many relevant pages link to a page with descriptive anchors, it reinforces what that page is about.
Types of Anchor Text
| — | — | — |
|---|---|---|
| Branded | 123 SEO Tools | Uses a brand name; very natural for backlinks |
| Naked URL | 123seotools.com | Raw URL as anchor; common and natural |
| Generic | click here, read more | Provides no context; avoid for important links |
Anchor Text for Internal Links
You control internal links completely, so you can make them as helpful as possible.
- Use descriptive phrases that match the destination page topic
- Vary your anchors naturally rather than repeating the same exact keyword every time
- Link from relevant context, so the surrounding paragraph supports the link
- Avoid linking the same anchor text to different pages, which sends mixed signals
- Keep anchors concise, usually a few words to a short phrase
Internal links with descriptive anchors help search engines map relationships between your pages and help readers explore related content.
Anchor Text for External Links
When linking to other websites, use anchors that describe the resource, such as “Google’s guidance on structured data” rather than “here”. Linking with clear anchors to authoritative sources improves the reading experience and shows that you have researched the topic.
Anchor Text for Backlinks
You usually cannot control how other sites link to you, but you can influence it through outreach and guest content. Natural backlink profiles include a mix of branded, naked URL, partial match and generic anchors. A profile dominated by exact-match commercial keywords looks unnatural and can be a sign of link manipulation.
| — | — |
|---|---|
| Many branded and URL anchors | Mostly exact-match commercial keywords |
Writing Natural Anchor Text
A simple test is to read the sentence aloud. If the link phrase sounds forced or repetitive, rewrite it. Compare these examples:
- Unnatural: “For the best cheap web hosting India best cheap hosting, see this.”
- Natural: “Before choosing a plan, compare the features of affordable web hosting providers in India.”
Context Matters Too
Search engines look beyond the anchor itself. The words around a link and the overall topic of the page provide context. A link from a detailed article about email marketing to a guide on email automation carries strong relevance even if the anchor is only partly descriptive.
Accessibility and Anchor Text
Screen reader users often navigate by jumping from link to link. Generic anchors like “click here” repeated several times are confusing. Descriptive anchors make your site more accessible and pleasant for everyone.
Common Mistakes
- Using “click here” for every link
- Stuffing keywords into anchors
- Linking very long sentences
- Using identical anchors to point to different URLs
- Hiding links in text that does not look clickable
- Linking images without alt text
How Many Links Should Use Keywords?
There is no exact ratio. For internal links, using descriptive keyword-rich anchors is natural and helpful. For backlinks, let variety happen naturally. If you are building links through outreach, avoid asking for the same exact-match anchor every time.
Real-World Example
A cooking website noticed that its guide to sourdough starters ranked poorly despite being thorough. A crawl revealed that most internal links pointed to it with the anchor “here”. The owner updated twenty internal links across related recipes to descriptive anchors like “how to make a sourdough starter” and “feeding your sourdough starter”. Combined with a content refresh, the guide moved up several positions over the following weeks.
Frequently Asked Questions
Does anchor text still matter for SEO?
Yes. It helps search engines understand linked pages and helps users decide what to click.
Is exact-match anchor text bad?
Not in moderation, especially for internal links. Overusing exact-match anchors in backlinks can look manipulative.
What is the ideal anchor text length?
Usually two to six words, long enough to describe the destination without overwhelming the sentence.
Should I change anchor text of existing backlinks?
Usually not. Focus on earning new natural links rather than requesting anchor changes.
Does image alt text act as anchor text?
Yes. When an image is linked, its alt text serves a similar role to anchor text.
Are generic anchors always bad?
Not always. Occasional generic anchors are natural, but important links should be descriptive.
Conclusion
Anchor text is a small part of a link that carries meaning for both readers and search engines. Use descriptive, natural phrases for internal and external links, let backlink anchors vary naturally and pay attention to the context around each link. Thoughtful anchor text improves navigation, accessibility and SEO at the same time.
