Anchor text might look like a small part of your SEO game, but it packs a serious punch. When used well, it helps search engines understand your site, improves user experience, and boosts your rankings. But get it wrong, and you could land yourself in hot water with Google.
In this guide, we’ll break down how to use anchor text the right way. No spammy tactics, no guesswork. Just smart link optimisation strategies that work. Whether you’re updating internal links or planning your next backlink campaign with an expert SEO agency, we’ve got you covered.
Anchor text is the clickable text in a hyperlink, usually underlined or styled differently. It tells both users and search engines what the linked page is about. Think of it as a signpost that points to more information and helps connect related content across your site.
There are several common types of anchor text. Exact match uses the target keyword directly. Partial match includes a variation of that keyword. Branded anchor text uses a company or brand name. Generic anchors use phrases like “click here” or “learn more.” Naked URLs use the plain web address as the link.
Getting the balance right is key. When anchor text is used well, it builds topical relevance, improves user experience, and signals to Google that your content has structure and purpose. Overuse or repetition can do more harm than good.
Anchor text isn’t just for clicks. It tells search engines what your linked content is about. When used correctly, it helps Google understand how pages on your site connect.
Good anchor text improves keyword relevance, strengthens internal links, and makes it easier for users to get around. But stuffing it with keywords or repeating the same phrases too often can hurt your rankings.
Use it well, and anchor text becomes a simple but powerful SEO tool.
Repeating the same keyword-heavy anchor text too often can trigger red flags with Google. It suggests you’re more focused on ranking tricks than creating helpful, user-focused content.
This becomes even more risky when those links come from low-quality websites or all point to a single landing page. Search engines pick up on these patterns and may treat them as manipulative.
Over-optimised anchor text also tends to sound unnatural. It disrupts the flow of your content and makes it obvious that the sentence was written just to squeeze in a keyword.
If Google flags your anchor text strategy, your site could face a penalty. That often leads to lower rankings, less traffic, and a time-consuming clean-up to recover lost ground.
Anchor text works best when it feels natural and varies across your site. Repeating the same keyword too often looks forced and weakens your SEO.
Aim for a mix of exact-match, partial-match, branded, and generic phrases. This keeps your link profile balanced and easier for search engines to trust.
The anchor should clearly reflect the page it links to. Misleading or vague links confuse users and reduce your site’s credibility. For example, “click here” tells search engines nothing, while “view our SEO services” gives helpful context.
Avoid stuffing keywords into every link. Even relevant terms can hurt performance when they’re overused.
Before adding a link, ask if it adds value. If it supports the topic and helps guide the reader, it’s a strong addition to your content.
There’s no fixed formula, but as a general rule, aim for one internal link every 100 to 150 words. The key is to keep it natural. Repeating the same keyword-rich anchor over and over can make your content look spammy, while linking too often can dilute the value of each link.
Make sure your anchor text is relevant to the page it links to, fits seamlessly into the sentence, and doesn’t feel forced. If a link doesn’t genuinely add value for the reader, it’s better left out. Search engines—and users—reward quality over quantity.
| Aspect | Internal Links | External Links |
| Control | Full control over anchor text and linking structure. | Limited control; depends on external websites. |
| SEO Impact | Directly boosts SEO by linking relevant pages internally. | Backlinks improve SEO but must feel natural to avoid penalties. |
| Anchor Text Strategy | Can use varied and relevant anchor texts to guide users. | Avoid overusing exact-match anchor texts to prevent spammy appearance. |
| User Experience | Enhances site navigation and user flow. | Builds credibility and trust but must fit the linking site’s content. |
| Risk | Low risk of penalties. | High risk of penalties if done incorrectly (e.g., too many exact-match links). |
The goal? Make it helpful, natural, and relevant. If the sentence flows without sounding robotic or salesy, you’re on the right track.
Anchor text SEO isn’t about ticking boxes. It’s about giving users and search engines the right signals. Keep it clear, relevant, and natural. That means avoiding keyword stuffing, using variety, and focusing on context. A few smart tweaks to your anchor text can tighten up your internal linking, boost keyword relevance, and help your site rank better without risking a penalty.
Need help refining your link strategy? We’re here to make sure every click counts.