What Is Anchor Text?
Anchor text is the visible, clickable words of a hyperlink, usually shown underlined and in a different colour. In the HTML <a href="/services/seo/">SEO services</a>, the anchor text is "SEO services". It is the part a reader actually sees and clicks.
Anchor text matters because it gives context. Both users and search engines read it to predict what the linked page is about before they visit it. A link that says "read our pricing guide" sets a clear expectation, while a link that just says "here" tells you nothing. Google uses anchor text as one signal for understanding and ranking the destination page.
Anchor text applies to internal links (between pages on your own site) and external links (backlinks from other sites). Both contribute to how search engines interpret a page's relevance.
Why Anchor Text Matters
Anchor text shapes relevance signals. When reputable sites link to your page using descriptive, topical anchors, it reinforces what that page is about and can help it rank for related searches. Internal anchor text does the same job within your own site, guiding both visitors and crawlers to your most important pages.
There are several common types of anchor text. Branded anchors use your company name ("Juicy Designs"). Exact-match anchors use the precise keyword ("SEO Cape Town"). Partial-match anchors include the keyword in a longer phrase ("our SEO services in Cape Town"). Generic anchors use neutral words ("click here", "this page"). Naked URL anchors show the raw web address. A healthy link profile contains a natural blend of all these types.
How to Use Anchor Text (and the Over-Optimisation Risk)
For best results, write anchor text that is descriptive, relevant, and natural. It should make sense to a human reading the sentence and accurately describe the destination. For internal links, prefer specific phrases like "Google Ads management" over vague ones like "click here". Keep anchors reasonably concise and avoid forcing the same keyword into every link.
The biggest risk is over-optimisation. If a large share of your backlinks use the identical exact-match keyword, the pattern looks manipulated rather than earned. Google's algorithms, dating back to the Penguin update, are designed to detect this and can suppress rankings or apply a penalty. A natural profile is weighted towards branded and partial-match anchors, with only a modest proportion of exact-match links.
Anchor text is closely tied to your wider link strategy. Related concepts worth understanding include the backlink and domain authority. To review and improve how your site earns and uses links, our SEO audit and SEO services can help.
FAQ
What is over-optimised anchor text?
Over-optimised anchor text is an unnatural pattern of links that all use the same exact-match keyword phrase, for example dozens of backlinks reading "cheap car insurance". Search engines treat this as a manipulation signal and it can trigger a ranking penalty. A natural link profile mixes branded, exact-match, partial-match, and generic anchors.
What anchor text should I use for internal links?
For internal links, use descriptive anchor text that tells both users and search engines what the destination page covers, such as "SEO audit" or "Google Ads management". Avoid generic phrases like "click here", which provide no context.