Choosing the right anchor text helps provide additional context to links on (or pointing to) your website which can significantly increase your ranking on search engines as well as improve user experience.

Anchor text optimization helps create relevance around your content, influence rankings, and drive more clicks to your page. 

Here’s what Google founders, Sergey Brin and Lawrence Page have to say about anchor text in a research paper called, The Anatomy of a Large-Scale Hypertextual Web Search Engine.

“The text of links is treated in a special way in our search engine. Most search engines associate the text of a link with the page that the link is on. In addition, we associate it with the page the link points to.”

In this post, you’ll learn how to use anchor text correctly to improve your keyword ranking on search engines. This post covers a concept known as anchor text ratios and why you

What is Anchor Text?

Anchor Text

An anchor text is a visible and clickable text that you see in a hyperlink on web pages. Readers click on anchor text to navigate from one web page to another, which can either be on the same website or a different website. It creates a physical connection between two separate web pages.

Anchor texts are typically highlighted and colored differently from the rest of the text. A carefully selected anchor text doesn’t only function as a ranking signal to search engines, it can improve user experience on your site. Relevant, natural and keyword-rich anchor texts help you in optimizing your content for on-page SEO.

This is what a code for anchor text looks like:

<a href=””>SEO services </a>

In that code, “SEO services” is the anchor text and it’s linked to the Brooks Internet Marketing homepage (

Types of Anchor Text

Anchor texts can appear in different ways. Here are some of the types of anchor texts

Exact-match Anchor

Exact-match anchors are those that include keywords that mirror the pages that are being liked to. For example: ‘On-page SEO’ linking to a page about On-page SEO.

Partial-match Anchor

Partial match anchor texts include variations of the targeted keywords on the linked-to page. For example: ‘internal linking’ linking to a page about On-page SEO.

Branded Anchor

An anchor text is branded when it contains a brand name of a business or organization. For example: ‘Forbes’ linking to a blog post on the Forbes Blog.

Naked Anchor

An anchor text is naked when it uses only the URL of a web page. For example: ‘’ is a naked anchor.

Generic Anchor

A generic anchor text doesn’t provide any connection to the linked-to page. Generic anchor texts use common phrases like: ‘Click here’, ‘Order now’, ‘Learn more’, etc.

It’s also possible to embed a link inside an image. In such cases, Google will use the text in the image’s alt attributes as the anchor text.

SEO Best Practices For Link Title

An SEO-friendly anchor text is one that’s succinct, non-generic and relevant to the linked-to page. While you don’t have power over the anchor text that other sides use to link to your web content, you can apply the following SEO best practices when you’re doing either internal or external linking on your website.

Use Succinct Link Text

Although there’s no universally length limit for anchor text, it’s best to keep your link text as brief as possible. Using a few words, your anchor text should successfully describe the linked-to page and as well as highlight the specific word or phrase you want users to click on.

Target Relevant Pages

As search engines continue to advance, they have hundreds of metrics in their ranking algorithms. One of the strongest ranking signals is link relevancy. It’s helpful to link only pages with intersecting topics. A highly relevant link can boost your chances of ranking both the source page and the linked-to page for keywords related to their topic.

For example, it will be inappropriate to use ‘internal linking’ as an anchor text and then link it to a page about social media marketing. There’s a mismatch.

Links that point to content related to the topic of the referring page are likely to send stronger link equity or relevance signals than links pointing to unrelated content.

Avoid Generic Link Title

Generic anchor text doesn’t provide value or contextual information to Google about the source page and it’s hard to determine its relevance to the linked-to page. You miss out on the opportunity to pass link relevance to your target page whenever you use a generic anchor text. 

Link Text Ratios

Links are strong signals in Google’s overall ranking algorithm. As a result, black hat SEOs use several tricks to create unnatural links to rank websites.

The idea of anchor text rations was created to detect unnatural linking patterns and penalize unethical practices.

In the early days of Google, the search engine used what’s called statistical analysis to identify unnatural linking patterns. Today, Google uses Spam Fighting AI at the indexing level to block spam sites from entering the index. This means all the links on those pages will not have a chance of ranking in search engines.

If you’re getting links naturally, then there’s little or nothing to worry about since you don’t have power over your anchor text.

But if you have to go out of your way to get backlinks, then there are chances that you may always be lucky to create acceptable links. So the question is, how do you ensure that your links look natural to Google?

The best way to know if your links are in the right shape is to look at the backlink profiles of the top ranking sites in Google across all industries.

For example, your homepage SEO should have:

80%-90% links that fall in the brand, natural and URL anchor text category.

Up to 10% of links should include key phases combined to create anchor text

Up to 5% of links should include exact match anchor text.

Anchor text is critical to your link building efforts, as it can indicate to Google what a page is about. Not using the right anchor text or using generic anchor text, such as “click here” is generally considered as a poor SEO practice and can negatively affect your ranking. 

How to Add Anchor Text

Anchor text is an essential part of search engine optimization (SEO) as it tells search engines what a particular page is about. It’s the clickable text on a webpage that appears as a hyperlink, directing users to another page or website. When it comes to anchor text, you want to ensure you’re using the right keywords to boost your website’s SEO.

How do you add anchor text to your website? If you’re using HTML, wrap the text you want to use for the anchor text in the tag. For example, if you want to link to a page about “social media marketing”, you would write something like this: “Social Media Marketing”. This will create a hyperlink that says “Social Media Marketing” and directs users to the specified website.

If you’re using a content management system (CMS) like WordPress, adding anchor text is even easier. Highlight the text you want to use as your anchor text and click the hyperlink button in your CMS editor. A text box will appear where you can enter the URL you want to link to and edit the anchor text.

It’s important to remember that search engines use anchor text to determine the relevance of a page to a search query. So, ensure your anchor text accurately reflects the page content you’re linking to. Also, avoid using the same match keywords too frequently, as this can be seen as spammy by search engines.

Adding anchor text to your website is a simple process that can help boost your SEO. Whether using HTML or a CMS like WordPress, always use relevant and accurate anchor text for the best results.

Tips on How to Find and Fix Anchor Text Issues

When it comes to SEO, selecting the correct anchor text is crucial to improving your website’s visibility and driving organic traffic. But, using the wrong anchor text can harm your search engine rankings. So, how do you ensure you select the correct anchor text for your website?

One of the first steps is to determine your target keyword. This is the keyword or phrase that you want your website to rank for in search engine results pages (SERPs). Once you have identified your target keyword, you can select related anchor text variations that will help boost your website’s visibility for that keyword.

It is important to note that your anchor text strategy should always be audience-focused. Consider the needs and interests of your target audience when selecting anchor text. For example, if you are targeting a specific location or industry, use location-specific or industry-specific phrases.

Another important aspect of selecting the correct anchor text is to vary your anchor text profile. Using the exact phrase repeatedly can be seen as spammy by search engines and harm your website’s ranking. Instead, try to use various phrases that relate to your target keyword. This will help to create natural links that are more helpful to readers.

When using anchor text, it’s not just about the text itself. Images and articles can also benefit from anchor text. When using anchor text with images, it’s essential to use descriptive text that accurately describes the image. Use the alt tag to add your anchor text to an image.

When using anchor text in article content, it’s crucial to ensure it flows naturally. Don’t force the anchor text into a sentence, which can harm readability. Instead, find natural points in your content where anchor text can be added to enhance the reader experience.

Finally, analyzing your anchor text variations is vital to finding and fixing anchor text issues. Use a tool like Moz or Ahrefs to review your anchor text profile and identify any phrases that may be overused or spammy. This will allow you to make modifications to your anchor text strategy that will help to improve your search engine rankings over time.

Selecting the correct anchor text is an essential aspect of any SEO strategy. By focusing on your target keywords, considering your audience, and varying your anchor text profile, you can drive higher visibility and organic traffic to your website. Take the time to analyze your anchor text profile regularly, and make modifications as needed to ensure that your anchor text strategy is effective over time.

Google Penguin Algorithm Update and Anchor Text Optimization

The Google Penguin Algorithm is an update that Google implemented to address the issue of web spam. One of the main aspects of this update was to penalize websites that use spammy links or manipulative anchor texts to artificially boost their rankings.

The update was first introduced in 2012 and has since undergone several changes that aim to improve the quality of search results and weed out spam. In addition to penalizing websites that use manipulative techniques, the Penguin Algorithm rewards those that use ethical and natural link-building strategies.

One of the essential factors for successful anchor text optimization is striking the right balance between exact match and partial match keywords. Exact match anchor texts use the exact keyword as the link text, while partial match anchor texts use a variation of the keyword as the link text.

Using too many exact match anchor texts can trigger an algorithmic penalty. Too many partial match anchor texts can lead to losing relevance for the targeted keyword. Therefore, it is vital to use a mix of both types of anchor texts to ensure a balanced and natural backlink profile.

Another critical factor for successful anchor text optimization is to focus on the relevance and authority of the linking domain. Having one high-quality link from a reputable website can have a more significant impact than multiple links from low-quality sites.

The Penguin Algorithm update has made anchor text optimization more complex and reinforces the importance of ethical and natural link-building practices. By using a mix of exact match and partial match anchor texts while focusing on high-quality linking domains, website owners can achieve better search engine rankings and avoid penalties.

How to Benefit from Internal and External Anchor Links

Anchor text links play a crucial role in optimizing your website’s SEO. They are the clickable words or phrases that users see that direct them to another webpage. Anchor text links can be internal or external, and using them effectively can significantly boost your website’s search engine rankings.

Internal Anchor Text Optimization

Internal anchor text links are the ones that direct users from one page of your website to another. Having a well-structured internal linking system is vital as it helps search engine crawlers understand the hierarchy of your website quickly. This understanding helps them rank your pages accordingly, highlighting the most important ones.

When creating internal anchor text links, there are specific tactics you should follow. One of the most important things to ensure is that your anchor text links are relevant to the content on both pages. This relevance helps users understand better what they can expect when clicking the link. Additionally, use as few words as possible for the anchor text link while conveying the context, making it concise and easy to understand.

External Anchor Text Optimization

External anchor text links are the ones that direct users from another website to your own. These are powerful elements in SEO and can drive a significant amount of traffic to your website. However, external links are more challenging to control, as you don’t have control over how other websites choose to link to yours.

One excellent way to secure valuable external anchor text links is through guest posting. By writing a guest post for another website that links back to your website, you can drive traffic from that website to your own. Furthermore, search engine crawlers prioritize links from sites with high domain authority, so securing links from these sites can significantly boost your SEO rankings.

Properly utilizing internal and external anchor text links is critical for optimizing your website’s SEO. By following the right tactics and strategies, you can place these links strategically on your website and get other authoritative sites to link to yours. Doing so can increase your website’s visibility, drive traffic, and ultimately help your website grow.

Avoid Over-Optimization of Your Anchor Text

It is crucial not to over-optimize your anchor text when choosing the right anchor text for SEO. For this reason, you should not use the same keyword-rich anchor text in all your links. Doing so can hurt rather than help your search engine ranking.

Over-optimizing anchor text can trigger Google’s spam filters, leading to a penalty. Instead, aim to diversify your anchor text by using various relevant keywords and phrases. For example, instead of using “best SEO tools” as the anchor text every time, you could mix it up with “top SEO solutions,” “effective SEO software,” or “powerful SEO applications.” This approach not only looks more natural but can also help you rank for a wide range of keyword variations.

Furthermore, it’s vital to ensure your anchor text is relevant to the content it links to. Click-baiting or misleading anchor text can result in a negative user experience, hurting your site’s credibility and ranking potential.

In short, do not over-optimize your anchor text. Instead, use keyword-rich anchor text differently while keeping user experience and relevance in mind. By doing so, you can improve your site’s SEO performance and organically boost your online visibility.

Natural and Unnatural Anchor Text

Natural Anchor Text:

  • Descriptive text that accurately represents the content of the linked page (e.g., “How to make homemade pasta” linking to a recipe article).
  • Branded text that uses the brand name or related keywords as the anchor text (e.g., “Adidas shoes” linking to the official Adidas website).
  • Generic text that uses phrases like “click here” or “read more” to indicate where the link leads.

Unnatural Anchor Text:

  • Exact match text that uses the same keyword phrase repeatedly as the anchor text (e.g., “buy cheap hand cream” used multiple times in different articles to link to a specific product page).
  • Over-optimized text where the anchor text distribution is uneven or inconsistent (e.g., one article having too many links with the same keyword phrase).
  • Irrelevant text that uses random words or phrases that do not provide any context or indicators as to where the link leads (e.g., “Action number 5” linking to a product page with no relation to the content).

It’s essential to create natural and relevant anchor text that provides context and adds value to the reader’s experience. Unnatural anchor text can be penalized by search engines and harm the overall SEO strategy.

How Do I Choose the Right Anchor Text for My Guest Posts?

As any online marketer or website owner knows, selecting the correct anchor text is critical to SEO success. Poorly selected anchor text can lead to penalties or poor search rankings, significantly impacting your SEO efforts. So, how do you choose the correct anchor text for your guest posts?

First and foremost, it is crucial to avoid any signs of keyword stuffing. Keyword stuffing involves stuffing your content with keywords to manipulate search engine algorithms, which can harm your SEO efforts. Therefore, always aim to use language that brings value to your readers and is on topic without being overly stuffed with keywords.

Another essential factor to consider is the attention of the guest post. What is the goal of creating the post, and how has it been researched or planned? Great attention must be paid to the quality of the content, starting from the way each paragraph is structured. High-quality content, when combined with smart keyword selection, can significantly boost your SEO efforts.


In conclusion, anchor text optimization is a critical aspect of a comprehensive SEO strategy. It involves smartly incorporating both internal and external links within your content in a way that enhances the user experience, provides context, and improves your site’s search engine ranking. Avoid over-optimization and keyword stuffing, focusing instead on diversifying your anchor text and ensuring it is relevant to the linked content. For guest posts, the anchor text chosen should complement the high-quality, well-researched content, aligning with the post’s overall intent. By adhering to these practices, you can significantly improve your website’s SEO performance, driving increased traffic and boosting your online visibility. Remember, a strategic approach to anchor text can make a difference in your website’s search engine rankings.