Anchor text is the part of a link that users can see and click. It is usually underlined or styled differently to show that it leads to another page or document. This text is important because it tells users what the linked page is about.

In search engine optimization (SEO), anchor text helps search engines understand the topic of the linked page. For example, if the anchor text says “best SEO tools”, search engines may assume that the linked page is about SEO tools.

Using clear and relevant anchor text can improve a page’s visibility in search results. It gives a signal about the page’s content, which supports both users and crawlers in finding useful information. Well-written anchor text links the right keywords with the right pages, helping websites build relevance and trust.

Anchor Text in SEO and Link Building

Anchor text is a key factor in SEO link strategies. Search engines use the words in the link text to understand what the linked page is about. This applies to both backlinks (links from other websites) and internal links (links within the same site).

In backlinking, getting links with anchor text that includes relevant keywords can improve rankings. For example, a page about digital cameras is more likely to rank for that topic if other sites link to it using anchor text like compare digital cameras rather than a generic word like click here.

In internal linking, using clear anchor text helps both users and search engines. It shows how different pages on a website relate to each other. This improves navigation and helps search engines spread link equity across key pages.

Modern SEO guidelines encourage using a mix of anchor types:

• Exact match (e.g. digital cameras)
• Partial match (e.g. compare top cameras)
• Branded (e.g. Canon official site)
• Generic (e.g. learn more)

This mix avoids over-optimization and supports a natural link profile. Search algorithms now prefer balanced, meaningful anchor patterns instead of repeated use of the same keyword in every link.

Concept and Purpose of Anchor Text

Anchor text gives meaning to a link. It tells users what the linked page is likely about, and it helps search engines understand the topic of the destination. When one site links to another, the anchor text works like a label from the linking page’s point of view.

Google’s early research treated anchor text as a “special” signal. Their system used the words in the link not just to describe the source, but also the target page. This was based on a pattern: the anchor often gives a clearer or shorter summary than the page itself.

For example, if many unrelated websites link to an article using anchor text like best DSLR cameras, search systems assume the article is about DSLR cameras—even if those exact words are not on the page. This helps search engines connect keywords to content more precisely.

In SEO, anchor text supports both semantic context and ranking relevance. It also connects with the idea of link equity (sometimes called link juice), which is the value passed through a link. While the linking site’s authority sets the amount of equity passed, the anchor text improves the topical relevance of that link.

A strong link from a trusted website is helpful. But if the anchor also includes topic-related words, it gives a clearer signal about which search queries the target page should rank for. On the other hand, links with anchors like click here pass value but give no keyword clue, making them weaker for topic association.

Types of Anchor Text in SEO

In SEO, anchor text is grouped by how closely it matches the keywords linked to the target page. Each type gives search engines a different level of context and relevance. Using a mix of these types is part of natural link profile building and helps reduce the risk of over-optimization.

Exact Match Anchor Text

Exact match anchor text uses the same keyword or phrase as the one the target page is ranking for. For example, if a link says digital cameras and points to a page about digital cameras, it is an exact match.

This type sends a strong topical signal to search engines. But using it too often across many links can look unnatural and may lower trust in the link’s intent.

Partial Match Anchor Text

Partial match anchor text includes the target keyword but adds extra words. For instance, best digital camera reviews is a partial match if the target keyword is digital cameras.

This format sounds more natural in content. It gives both keyword relevance and broader context without sounding forced.

Branded Anchor Text

Branded anchor text uses the name of a company, product, or website. A link like Canon USA pointing to Canon’s homepage is a branded anchor.

This type is considered low-risk for SEO. It reflects real references and supports brand authority. Branded anchors are commonly used for source links and homepages.

Generic Anchor Text

Generic anchor text does not describe the page at all. Phrases like click here, read more, or this website are generic anchors.

These do not offer helpful semantic clues to search engines. While they still pass link equity, they provide little value for ranking keywords. Use of generic anchors should be limited.

Naked URL Anchor Text

A naked URL anchor is when the actual link is used as the clickable text. It shows the destination clearly but does not give keyword hints.

This format is useful in citations, references, or plain listings. However, it is not ideal for SEO value beyond the raw link.

Other Anchor Variants

Some links combine types. A compound anchor may include a brand plus a keyword, like Sony DSLR cameras. A related-keyword anchor may use synonyms instead of exact terms. Also, if a linked image has no text, its alt text serves as the anchor.

How Search Engines Handle Anchor Text

Search engines have changed how they read and weigh anchor text. In early years, links with exact keywords had a strong effect on rankings. But this opened the door for misuse. Today, search engines use more advanced checks to avoid manipulation and focus on natural link profiles.

Early Anchor Text Abuse and Google Bombs

In the early 2000s, Google gave heavy weight to anchor text in ranking pages. This led to Google bombs—a trick where many sites linked to an unrelated page using the same phrase, pushing it to rank. One known case used miserable failure to link a political page, making it rank for that term.

To fix this, Google changed its system in 2007. It started ignoring anchors that looked like manipulated link patterns, especially those used in these mass-linking jokes.

Penguin Update and Over-Optimization Penalties

A major change came in 2012 with the Penguin algorithm. This update targeted sites that used too many exact match anchors in their backlink profile. Pages that had hundreds of the same keyword links saw sudden ranking drops. This was a strong move against spammy link building.

Google shared that only about 3 percent of queries were affected at first. But the update mostly hit sites that used aggressive SEO tactics like buying links or repeating anchor text unnaturally.

Later Penguin updates became even better at spotting link spam. They began to ignore or penalize unnatural patterns like identical keywords used across many links.

Context and Link Quality in Modern Algorithms

Today, search engines still check anchor text, but they look at it in full context. That means they also look at:

• The quality of the linking page
• The words around the link
• The authority of the source site

If an anchor looks useful and fits the content, it helps rankings. But if the same keyword is overused across low-trust links, it may get ignored.

Modern systems are built to reward relevant, natural links. So while anchor text is still important, it now works best as part of a larger pattern that includes content quality, trust, and overall site relevance.

Common problems in using anchor text

While anchor text is an effective SEO tool, it has clear limits. Search engines expect links to look natural. If the same keyword-rich phrases appear too often, it can trigger penalties. Keeping anchor diversity is now key to avoiding over-optimization and staying within search rules.

Overuse and Unnatural Link Patterns

Using the same exact match anchors in many backlinks creates an unnatural link profile. For example, if a product page has hundreds of links all using the same keyword, it can look like manipulated SEO. Google lists optimized anchor text in articles or press releases as a violation of its spam policies.

To reduce this risk, SEO professionals now focus on anchor text variation. A healthy backlink profile includes:

• Branded anchors (e.g. Canon USA)
• Generic phrases (e.g. learn more)
• Partial keyword matches
• A limited number of exact match terms

Experts suggest that only a small share of all links should use exact keywords, while most use neutral or mixed anchors. This helps avoid detection by systems like Penguin, which filters aggressive link-building patterns.

Lack of Control Over External Anchors

Another issue is that websites cannot fully control how others link to them. Some external links may use generic or even irrelevant anchor text, which adds no keyword context or worse, appears spammy.

Search engines usually ignore poor anchors from low-quality sites. But if a pattern grows, it may lead to an unnatural links warning, which can harm search visibility. In such cases, site owners may need to disavow backlinks or ask for their removal.

Internal Link Issues and Usability Risks

Inside a site, repeated use of weak anchors like click here affects both SEO and accessibility. These anchors give no topic context and can confuse users, especially those using screen readers.

To maintain both clarity and ranking strength:

• Use descriptive anchor text
• Avoid repeating the same phrase
• Link only when it adds value to the topic

Keeping anchors readable and varied also supports navigation and trust. But the line between helpful and overdone changes as algorithms evolve. What looks fine now may seem unnatural in future updates.

How anchor text changes the web

The use of anchor text has shaped search engine behaviour since the early web. It gave search algorithms a clear, crowd-based signal for understanding what linked pages were about. From helping early Google improve its results to sparking wide SEO adoption, anchor text played a key role in the evolution of online search.

Early Influence on SEO Strategy

Google’s early success was partly due to how it used anchor text to sort results. The idea was simple: if many websites linked to a page using a certain phrase, the page was likely about that topic. This logic made anchor text a core element of SEO campaigns in the 2000s.

Back then, SEO professionals often focused on building keyword-rich backlinks. They used link-building methods like:

• Article directories
• Blog comment links
• Press releases with embedded links

Many of these links used exact match anchor text to target specific search terms. The goal was to gain higher rankings by repeating the same keywords across as many links as possible.

Shift Toward Natural Link Profiles

This tactic worked until abuse became common, and search engines responded. Major updates like Google Penguin reduced the weight of overused anchors and started penalising sites that used manipulative link patterns.

As a result, SEO practices shifted. The new focus moved toward:

• Anchor diversity
• Contextual linking
• Natural language patterns

By 2016, studies showed that pages with relevant anchors still ranked better, but those using too many exact matches risked penalties. Today, SEO tools include anchor text analysis to help sites track and balance how links point to them.

Ongoing Role in SEO Today

Even as search engines now rely more on content quality and user signals, anchor text remains a ranking factor. It is no longer the strongest signal, but still adds meaning when it fits the topic and comes from a trusted source.

Anchor text also helped define the idea of links as both:

• Votes of confidence (link authority)
• Topical relevance signals (semantic connection)

This dual impact shaped how search engines treat links and how SEO tools are built. For example, Google Search Console still lists common anchors pointing to a site, showing how much it values anchor relevance.