Learn how to optimize anchor text for SEO, improve link relevance, and boost rankings with best practices.
If you have ever clicked on a link embedded in an article that says something like “learn more about SEO here,” you have interacted with anchor text.
Anchor text plays a crucial role in search engine optimization (SEO). Understanding its significance and implementing best practices when using it is critical to a website's visibility and user experience. Despite its simplicity, the choice of words you use in your anchor text greatly influences how both users and search engines perceive the relevance and authority of the linked page.
In this article, we examine what anchor text is within the realm of SEO. We’ll share actionable tips for optimizing anchor text to improve keyword relevance, enhance user navigation, and boost rankings.
Anchor text is the clickable text you see in a hyperlink. It is typically highlighted in blue or underlined so it stands out from regular text on a webpage. When users click this text, they are taken to another webpage, an external site, a file, or any other resource that the hyperlink is pointing to. The main goal of anchor text is to provide context about where the hyperlink leads and encourage user interaction.
In HTML, anchor text is the string of characters placed between the opening and closing anchor tags. For example, in the phrase "Click here to learn more about SEO best practices," the words "learn more about SEO best practices" may be used as the anchor text linking to another webpage. Its HTML snippet might look something like:
< a href="https://example.com">learn more about SEO best practices </a>
So, in this snippet, the clickable phrase “learn more about SEO best practices” is the anchor text, and the link destination is https://example.com.
While it may seem like a small detail, anchor text serves as an immediate contextual clue that tells both readers and search engines what to expect on the destination page. Over time, algorithms have evolved to place increasing emphasis on the effective use of anchor text in all internal and external links, as it:
Search engines like Google place significant weight on the words used in anchor text. When an external site links to your web page using specific keywords, it signals to Google that your page is relevant to those terms. This relevance can influence your page’s position in search results.
For internal linking, the impact is similar. If you frequently link to the same page using carefully selected keywords that match that page’s main topic, search engines navigate the content by picking up on this internal consistency. Over time, this method bolsters the page’s chances of ranking for those keywords.
Anchor text acts like a signpost for users navigating your website, reflecting the true content of the destination, which can be the deciding factor between clicking through or ignoring the link altogether.
When your anchor text is descriptive and aligned with what the user finds on the linked page, it builds trust and enhances site usability. Users are more likely to click a link that clearly matches their interests or answers a specific question they have.
A well-thought-out internal linking strategy uses anchor text to guide both users and search engine crawlers toward important pages on your site. By linking your most critical and high-performing pages through relevant anchor text, you distribute “link equity” (sometimes called “link juice”) more effectively across your domain. This helps those vital pages rank higher for targeted keywords.
A strong internal linking structure allows search engine bots to crawl and index your site more efficiently. It also ensures that no page remains isolated, which is crucial for overall website health and user experience.
In SEO and content marketing, different types of anchor text are used. Here are the most common types you will encounter:
This type of anchor text uses the exact keyword phrase that the linked page is targeting. For example, if a page targets the keyword "best coffee beans," the anchor text might be "best coffee beans." While effective, overuse of exact match anchor text can be flagged as manipulative by search engines.
Partial match anchor text includes a variation or related phrase of the target keyword. For instance, instead of "best coffee beans," you might use "buying the best coffee beans" or "top-rated coffee beans." This provides more natural variation and reduces the risk of over-optimization.
Branded anchor text includes the brand name or company name as the link. For instance, "Learn more about HubSpot" uses "HubSpot" as the anchor text. This type of anchor text is particularly effective in establishing brand visibility.
This type of anchor text does not contain descriptive text and is simply the URL itself. For example, "https://www.example.com" would be considered naked URL anchor text. This can be useful but provides less contextual content for users or search engines.
Generic anchor text refers to non-descriptive phrases that are often vague and lack unique keywords, such as “click here,” “read more,” or “visit this page.” These phrases don’t provide search engines with valuable information about the linked content's relevance, making them less effective for SEO compared to more descriptive text.
For image links, the alt text functions as the anchor text. Optimizing this alt text aids visually impaired users with screen readers and also enhances search engines' understanding of the linked content. Therefore, optimizing the alt text provides context and improves the ranking of the linked page.
Creating optimal anchor text requires a balance between keyword relevance, user-friendliness, and natural incorporation into your content. These best practices will help you get the most out of an anchor text strategy:
A primary goal of anchor text is to provide immediate context for what lies on the other side of the hyperlink. If you’re linking to a blog post about “local SEO tactics,” it makes sense for the anchor text to reflect that subject—for example, "efficient local SEO tactics." This way, both users and search engines know what they can expect, cutting down on confusion and bounce rates.
However, you should try to incorporate the keywords naturally. If the language feels forced or awkward, consider rephrasing. The objective is to inform, not to stuff keywords. If your content remains relevant, even a partially matched anchor text will pass along keyword relevance without risking a spam flag.
Long, rambling anchor text can confuse readers and dilute the keyword focus. Aim for anchor text that’s concise, ideally between one to five words, although this may vary based on context. The key is to remain coherent in your sentence structure.
If your anchor text is too long, consider breaking it into two separate links or rewriting your sentence to be more direct. For example, instead of writing:
“You can learn more about the way we compare all the different kinds of running shoes in our comprehensive article on footwear innovations here.”
... you might simplify it to:
“Check out our comprehensive article on footwear innovations for more information.”
This trimmed-down anchor text (“comprehensive article on footwear innovations”) is clear, concise, and better optimized for SEO.
While there’s no universal rule that bans phrases like “click here,” they don’t usually support SEO or user clarity. Generic anchor text forces visitors to rely on surrounding text (or guesswork) to understand what the link points to. For search engines, such phrases do nothing to indicate topic relevance.
Instead, use anchor text that ties into the main idea of the linked content. For instance, if you’re linking to a page explaining on-page SEO tools or tips, your anchor text might read: “On-page SEO best practices.”
Anchor text should never mislead users. If someone clicks “how to optimize a blog post for search engines,” they should land on a page dedicated to that topic. A mismatch between anchor text and actual content can damage credibility, lead to higher bounce rates, and even incur penalties if perceived as manipulative.
A good practice is to review the content you’re linking to before finalizing your anchor text. Make certain it covers the subject matter indicated by the anchor. If not, consider linking to a more relevant resource or adjusting your anchor text to better match the destination.
Internal links form the basis of your site’s navigation and content hierarchy. Placing them strategically where they offer the most value can greatly impact user engagement and your site’s crawlability. For example, if you have a blog post discussing an advanced aspect of SEO, linking it from another related article with relevant anchor text (“advanced SEO strategies”) helps search engines and users discover and contextualize that content.
Aim to include your internal links in sections of your page where they make the most sense; for instance, in body text discussing the same or related topic. Avoid stuffing footer links or sidebars with unrelated anchor text just to manipulate link equity.
Exact match anchor text is a powerful SEO signal, but using it too frequently raises red flags. Google’s algorithms are sophisticated enough to detect patterns that seem unnatural. If every internal or external link pointing to your page uses the exact same keyword phrase, it may look like you’re trying to manipulate your rankings.
A safer approach is to diversify your anchor text. Combine exact match, partial match, branded, and even naked URLs in a natural distribution. This mixed strategy not only appears more genuine to search engines but also enriches the user experience by offering varied context.
From a user-centric perspective, links should be obvious. Using a distinct color, underline, or hover effect helps visitors quickly identify clickable text, which in turn boosts interaction rates. Additionally, a good visual distinction meets accessibility standards for color-blind or visually impaired users who rely on these cues to navigate web pages.
While visual design is often considered a separate discipline from SEO, it indirectly affects SEO by influencing user engagement metrics like time on page and click-through rates. When people can easily recognize your links, they’re more likely to explore your site further, reducing bounce rates and signaling that your content is valuable.
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An example of anchor text is the clickable phrase “SEO best practices” in a hyperlink. When a user clicks on it, they might be taken to a relevant blog post detailing strategies for improving on-page and off-page SEO.
A keyword is a term or phrase that users might type into a search engine to find relevant content. Anchor text is the clickable text in a hyperlink. While a keyword can be used as anchor text, not all anchor text is necessarily a keyword. It can be branded, generic, or a naked URL. The important thing is that anchor text provides context or indicates relevance to the linked page’s content.
There’s no hard-and-fast rule on the exact number of words anchor text should contain, but the best practice is to keep it concise (usually one to five words). If your anchor text becomes too long, it can confuse readers and dilute the effectiveness of the keywords.
Avoid using generic phrases like "click here," overusing exact match keywords, not using keyword-rich anchor text, or creating anchor text that does not match the content intent of the linked page. Also, don’t neglect the visual presentation of hyperlinks, as they should be easily identifiable.
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