What Is Anchor Text? Your Gateway to Higher Rankings

What Is Anchor Text: The Link Between SEO Success & Your Content

Anchor text is the clickable text within a hyperlink, and it plays a crucial role in Search Engine Optimization (SEO). It helps search engines determine a webpage’s relevance to specific keywords or phrases.

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Using relevant keywords in your anchor text can improve your website’s SEO performance and enhance its visibility in search engine rankings.

In this article, we’ll explore the significance of anchor text, the best practices for using it effectively, and how mastering this element can lead to better search engine rankings when building your own website.

  • Anchor text plays a crucial role in search engine optimization (SEO) and user experience and is the clickable text in a hyperlink that directs users to another webpage
  • Types of anchor text include exact match, partial match, branded, naked URLs, generic, and LSI keywords
  • Anchor text helps search engines understand the context and relevance of linked pages, influencing search rankings
  • Well-optimized anchor text enhances user navigation, providing valuable information about the linked content
  • Anchor text should be relevant, descriptive, and balanced for internal and external links

What Is Anchor Text?

Anchor text is the identifiable text within a hyperlink that serves as a bridge between web content and linked pages. This text, when clicked, directs users to another webpage.

For instance, the hyperlink below leads to a page on hostadvice https://hostadvice.com/blog/digital-marketing/seo/on-page-seo/ and the anchor text used is “onpage SEO,” and upon clicking it, you will be redirected to that webpage on Hostadvice.

This description shows how anchor text functions, providing a means to seamlessly navigate between web pages while associating specific keywords or phrases with the content of the linked destination.

What Are the Different Types of Anchor Text?

When creating anchor text, using the right type for SEO is important. Here are some of the types of anchor text below:

  1. Exact Match Anchor Text

Exact match anchor text refers to a type of hyperlink where the clickable text precisely mirrors the target keyword or phrase of the linked page. For instance, in the anchor text “best hosting providers,” the exact match is “best hosting providers,” directly reflecting the target keyword.


  • Precisely signals the content of the linked page to search engines
  • Enhances keyword relevance, potentially boosting search rankings for that specific keyword
  • Can improve click-through rates by clearly indicating what users can expect on the linked page


  • Overuse can lead to an unnatural link profile and potential penalties
  • May not provide a diverse and natural user experience
  • Can be perceived as spammy or manipulative by search engines, affecting credibility
  1. Partial Match Anchor Text

Partial match anchor text involves incorporating a segment of the target keyword or phrase within the clickable text of a hyperlink. For instance, in the anchor text “top affordable smartphones,” the partial match is “affordable smartphones.”

This type of anchor text strikes a balance between keyword optimization and a more natural user experience. It’s suitable to use when aiming to diversify anchor text and avoid over-optimization.


  • Maintaining relevance to the linked page while avoiding excessive keyword repetition
  • It can contribute to a well-rounded link profile


  • The challenge of achieving precise balance, as too much variation might dilute keyword relevance
  • Excessive repetition could still trigger search engine penalties
  1. Branded Anchor Text

Branded anchor text entails using a brand name or its variations as the clickable text within a hyperlink, playing a pivotal role in strengthening brand recognition and authority.

For instance, in the anchor text “Explore Apple’s latest products,” the brand name “Apple” serves as the anchor. By consistently employing brand names as anchor text, companies can reinforce their identity and establish themselves as credible sources of information.

This technique bolsters trust among users and search engines alike. Balancing brand-oriented anchor text with other types is crucial for a comprehensive link-building strategy.


  • Boosting brand visibility
  • Reinforcing brand association
  • Fostering a sense of authenticity


  • Limited keyword optimization
  • Potential monotony in link profile composition, which could impact search rankings diversification
  1.  Naked URLs

Naked URLs are anchor texts that display the full web address of the destination page, such as “https://hostadvice.com,” without additional descriptive text.

They provide a direct link to the intended webpage, offering transparency and simplifying user navigation. From an SEO standpoint, naked URLs often carry inherent keyword relevance, enhancing search engine understanding.

Best practices involve using them when the URL is intuitive or memorable and during clear user intent.


  • Improved user experience through direct navigation
  • Reinforced credibility due to transparency
  • Clear alignment with destination content


  • They lack the context of descriptive anchor text, potentially leading to ambiguity

It’s recommended to strategically blend naked URLs with other types of anchor text to balance keyword optimization and user clarity, optimizing the overall link profile.

  1. Generic Anchor Text

Generic anchor text is anchor text that provides minimal context about the linked page, typically using non-descriptive phrases like “click here,” “learn more,” or “read this article.”

It’s non-specific and doesn’t offer insight into the linked content’s topic. Generic anchors can be appropriate in cases where the link’s context is clear from the surrounding text or when aiming for a diverse link profile.

To use them effectively, ensure the surrounding content makes the link’s purpose evident, and balance generic anchors with more descriptive ones to maintain relevance and user understanding.


  • Versatility in various content contexts and avoiding over-optimization


  • Limited keyword relevance and potentially reduced click-through rates due to the lack of specificity might affect SEO and user engagement
  1. LSI Keywords in Anchor Text

LSI (Latent Semantic Indexing) keywords are terms related to a webpage’s main keyword or topic, serving to add depth and context to the content. When integrated into anchor text, LSI keywords enhance the relevancy of the linked page and improve its alignment with user intent and search engine algorithms.

By including LSI keywords, anchor text optimization becomes more comprehensive, signaling a well-rounded understanding of the topic to search engines and users.


  • Improved SEO through enhanced keyword relevance, fostering a nuanced understanding of content, and catering to a broader range of user queries


  • Finding the right balance to avoid over-optimization and ensuring LSI keywords genuinely relate to the content, without causing confusion

Why Are Anchor Texts Important for Your SEO?

Anchor texts are important for several reasons, and their significance lies in their impact on search engine optimization (SEO) and user experience.

Search Rankings

Anchor texts significantly impact search engine rankings by offering context and relevance to the linked content.

Search engines analyze anchor texts to understand the theme of the linked page, aiding in accurate indexing and ranking for specific keywords.

Well-optimized anchor texts aligning with relevant keywords can enhance a website’s visibility in search results, making it more likely to appear prominently when users search for related topics.

User Navigation

Anchor texts serve as navigational signposts for users, directing them to pertinent content and enhancing their browsing experience.

Clear and descriptive anchor text gives users a preview of what to expect from the linked page, making navigation more intuitive and efficient.

Ensuring anchor texts are informative and aligned with users’ expectations is vital for creating a user-friendly environment promoting seamless online content exploration.

Link Authority and Pagerank

Historically, anchor texts played a pivotal role in search engine algorithms by indicating a page’s authority and relevance.

While other factors have gained prominence in modern algorithms, anchor texts still contribute to checking link authority and influencing PageRank.

Despite evolving algorithms, anchor texts remain foundational in understanding the relationships between webpages and their significance within the online ecosystem.

Internal Linking

Anchor texts play a crucial role in internal linking by connecting various pages within a website, facilitating smooth navigation and content exploration for users.

Strategic anchor text usage provides context to search engines, aiding their comprehension of the website’s architecture and hierarchical relationships between pages.

By incorporating relevant keywords in internal anchor texts, website owners can enhance both user experience and search engine understanding of their site’s structure.

Backlink Profile

Anchor texts form a crucial component of a website’s backlink profile, shaping its link-building strategy.

A diverse distribution of relevant anchor texts contributes to a well-rounded link profile, signaling natural linking patterns and avoiding over-optimization.

Analyzing anchor texts assists in refining link-building strategies, ensuring a balanced and effective approach to earning quality backlinks and strengthening the website’s online presence.

Keyword Optimization

Using relevant keywords in anchor text is pivotal as it signals search engines about the content’s topic, enhancing SEO performance by aligning the linked page with specific search queries.

However, it’s essential to steer clear of keyword stuffing, ensuring that anchor text usage remains balanced and natural.

By maintaining a measured approach, website owners can create a genuine link profile that resonates with both users and search engines.

Brand Recognition

Branded anchor texts play a crucial role in building brand recognition and authority by associating the brand name directly with linked content.

Brands like “Nike” or “Apple” utilize their names as anchor text in hyperlinks, reinforcing their online identity and establishing themselves as authoritative sources in their respective industries.

This strategic use of branded anchor text strengthens the brand’s visibility and credibility, fostering a stronger online presence.

Indexing and Crawling

Anchor texts serve as guiding cues for search engine crawlers, aiding in the indexing and comprehension of a website’s content and structure.

Proper anchor text usage enables search engine bots to navigate efficiently and index web pages by accurately representing the linked page’s topic.

This strategic approach to anchor text contributes to streamlined crawling and indexing processes, ultimately benefiting the website’s search engine visibility.

Best Practices for Anchor Text Optimization

Anchor text optimization is crucial for effective SEO and ensuring a positive user experience. Here are some of the best practices you need to include in your content strategy process:

Relevance and Context

  • Anchor text should be relevant to the linked content to establish a clear connection for users and search engines
  • Ensure alignment between the anchor text and the linked content for a better user experience and improved SEO

Avoid Keyword Stuffing

  • Overusing the same exact match anchor text can lead to unnatural link profiles
  • Maintain a balanced mix of anchor text variations, including partial match, branded, and descriptive anchors

Diversify Anchor Text

  • Utilize various anchor text types like exact match, partial match, and branded anchors for a well-rounded link profile
  • Avoid overreliance on a single type to enhance the credibility of your link-building efforts

Keep It Natural

  • Anchor text should seamlessly fit within the content for a natural flow
  • Prioritize user readability and avoid forced or awkward-sounding anchor text

Balance Internal and External Links

  • Use anchor text for both internal and external links to enhance user navigation and search engine understanding
  • Internally, guide users to relevant pages within your website; externally, link to reputable sources that enrich your content

Use LSI Keywords

  • Integrate Latent Semantic Indexing (LSI) keywords into anchor text to enhance relevance and provide a richer understanding of linked content

Prioritize User Experience

  • Craft anchor text that precisely describes the destination page, meeting user needs and delivering value
  • Prioritize user satisfaction through anchor text, benefiting both users and search engine rankings

Avoid Linking to Irrelevant or Low-Quality Content

  • Ensure that anchor text directs users to reputable and pertinent pages that add value to your content
  • Avoid linking to low-quality or spammy sources to maintain credibility and user trust

Use Anchor Text in Moderation

  • Exercise restraint when incorporating anchor text, prioritizing quality over quantity
  • Avoid excessive linking to create a more engaging and informative user experience

Popular Tools Used for Analyzing Anchor Text

There are several tools available that can help you analyze anchor text both on your own website and on other websites.

Final: What Is Anchor Text


Ahrefs, like Google Search Console, is a comprehensive SEO tool that offers various features for analyzing and optimizing websites.

In terms of anchor text analysis, Ahrefs provides insights into a website’s backlink profile, including anchor text distribution and types.

This tool assists users in understanding the diversity and context of anchor text usage, helping them fine-tune their link-building strategies and achieve a more balanced and effective backlink profile.


SEMrush is a widely used SEO tool that holds relevance in anchor text analysis. Beyond its capabilities in checking keyword ranking and site auditing, SEMrush offers features for examining competitor backlink profiles and anchor text strategies.

By leveraging SEMrush, users can gain insights into effective anchor text practices, understand competitor approaches, and refine their own anchor text strategy for improved search engine visibility.

Moz Link Explorer

Moz Link Explorer is a robust SEO tool that includes features for anchor text analysis. It enables users to monitor anchor text usage across both internal and external links, providing insights into how anchor text is distributed throughout a website.

This functionality helps users optimize their anchor text strategy, maintain a diverse link profile, and enhance the relevance of linked content for improved SEO performance.


Majestic is a comprehensive SEO tool known for its capabilities in anchor text analysis.

It offers insights into backlink profiles and anchor text distribution, aiding users in understanding how anchor text is utilized across different links.

Majestic’s features enable users to refine their anchor text strategy, ensuring a well-rounded and contextually relevant link profile that contributes to improved search engine rankings.


CognitiveSEO is a valuable SEO tool with a focus on anchor text analysis. It provides users with tools to analyze anchor text distribution, helping them refine their link-building strategies for optimal SEO performance.

By leveraging CognitiveSEO, users can enhance their anchor text optimization efforts, ensuring a more balanced and effective link profile that aligns with search engine algorithms and user expectations.


Anchor text is a valuable tool that benefits website owners, users, and search engines. However, trying to outsmart the system by neglecting best practices can have harmful consequences. Google is adept at spotting deceptive anchor text, which can damage credibility and uses web crawlers to index website contents automatically.

To navigate this wisely, adhere to best practices and use reputable tools to analyze anchor text. By prioritizing transparency, relevance, and a harmonious user-engine-content relationship, you create an informative and rewarding online space for all parties involved.

Next Steps: What Now?

Further Reading – Useful Resources

Frequently Asked Questions

Is it better to use branded or keyword-based anchor text?

It’s better to use a mix of branded and keyword-based anchor text. Branded text enhances brand recognition, while keyword-based text improves SEO by indicating content relevance.

What are LSI keywords, and why should I use them in anchor text?

LSI keywords are related terms to the main keyword that add context. Using LSI keywords in anchor text enhances relevance, indicating a deeper understanding of the content to search engines and users, ultimately boosting SEO performance.

How Many anchor texts should I use per page?

There’s no set number, but aim for a variety of relevant anchor texts. Use them judiciously to enhance user experience and SEO, avoiding excessive linking that might overwhelm readers or appear manipulative to search engines. The focus should be on quality, value, and user-friendly navigation.

Can I change the anchor text after publishing?

Yes, you can change anchor text after publishing. Editing anchor text allows you to refine your content’s optimization, align it better with target keywords, or adapt to evolving strategies. However, ensure changes are meaningful and maintain relevance to the linked content for optimal SEO and user experience.

Are external links with anchor text more beneficial than internal links?

External links with anchor text have their benefits, but both external and internal links are valuable. External links with relevant anchor text can improve SEO by establishing connections to authoritative sources. Internal links enhance user navigation and spread link authority within your website. A balanced approach that includes both types is ideal for a comprehensive link strategy.

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