Anchor Text
Definition
The clickable text in a hyperlink. Using relevant anchor text helps search engines understand what the linked page is about.
What is Anchor Text?
Anchor text is the visible, clickable text in a hyperlink. In this sentence, if "web design services" links to a page, those three words are the anchor text.
Why Anchor Text Matters
Search engines use anchor text to understand what the linked page is about. If many sites link to your page with anchor text "best plumber in Exeter", Google understands your page is about plumbing services in Exeter.
Types of Anchor Text
Exact Match
Contains the exact target keyword.
- "SEO services" linking to an SEO services page
Partial Match
Contains a variation of the keyword.
- "our professional SEO team" linking to SEO services
Branded
Uses the brand name.
- "Pink Frog Studio" linking to the homepage
Generic
Non-descriptive text.
- "Click here", "Learn more", "Read this"
Naked URL
The URL itself.
Best Practices
Vary Your Anchor Text
Too many exact-match anchors looks unnatural to Google and can trigger penalties.
Be Descriptive
"Click here" tells Google nothing. "View our web design portfolio" is much better.
Keep It Natural
Write anchor text that makes sense for readers first, search engines second.
Avoid Over-Optimisation
If every backlink uses the same keyword, Google sees it as manipulation.
For Internal Links
Use descriptive anchor text for internal links too. It helps users understand where links go and helps Google understand your site structure.