Anchor Text Explained: What It Is, Why It Matters, and How to Use It Without Messing Up Your SEO

If links are the highways of the internet, anchor text is the sign on the exit ramp. It tells users where they’re headed — and signals to search engines what the destination is about. Get it right, and your links feel clean, helpful, and context-rich. Get it wrong, and you come off spammy, confusing, or downright misleading.

Let’s break down what anchor text actually is, the forms it takes, and the smart way to use it without raising red flags with Google.

What Is Anchor Text (and Why Does It Matter)?

Anchor text — also known as link text — is the clickable, usually underlined text that sends users somewhere else. It might lead to another page, jump to a section on the same page, or open an email client.

Good anchor text does two things extremely well:

• Tells users exactly what they’ll get if they click
• Tells search engines what the linked page is actually about

Example: If you link the word “services” to a services page, both Google and your audience instantly understand the connection. No guesswork.

Why Anchor Text Matters for SEO

Anchor text isn’t just decorative hyperlink flair — it directly impacts SEO and user experience.

Search engines rely on internal links to understand how your pages relate to one another. Clear anchor text builds a clean map of your site. Confusing anchor text… not so much.

External links work the same way. When you link out, your anchor text helps search engines understand what you’re endorsing. And trust signals matter — both for Google and your readers.

Bottom line? Clear anchor text makes navigation easier and improves experience — two things Google rewards.

9 Types of Anchor Text (and When to Use Each One)

Here are the nine most common anchor text types — the good, the bad, and the risky.

1. Branded

Just the brand name. Perfect for citations and homepages.

2. Compound

Brand + extra words. Useful when linking to specific products or pages related to that brand.

3. Exact Match

The anchor text is the exact keyword the page targets. Powerful — but risky if you overuse it.

4. Partial Match

Includes part of the keyword + helpful context. Example: “raise brand awareness” for a brand awareness guide.

5. Related

A synonym or related term. Example: Linking to a schema markup page with “structured data.”

6. Naked

The raw URL: https://example.com. Clean for citations — terrible for SEO clarity.

7. Generic

“Click here.” “More info.” “Learn more.” Low SEO value. Use sparingly — but sometimes helpful when surrounding text does the heavy lifting.

8. Image

When the “anchor text” is actually the image’s alt text. Critical for accessibility and relevance.

9. Article or Page Title

Linking with the exact title of the page. Clear, simple, and context-rich.

4 Anchor Text Best Practices (Don’t Skip These)

Here’s how to use anchor text that helps your SEO — instead of hurting it.

1. Keep Your Links Natural

Anchor text shouldn’t feel forced or awkward.
If a link sticks out like a sore thumb, both users and Google notice.

Avoid:

• Stuffing links everywhere
• Using the same anchor text repeatedly
• Linking just because “it might help rankings”

Mix up your anchor text. Give Google a variety of signals. And only link when it’s genuinely useful.

2. Be Succinct

Five words or fewer is the sweet spot.

Bad: “A comprehensive list of SEO tips and strategies”
Better: “SEO tips”

Clear. Quick. Easy to scan.

3. Be Descriptive

Short doesn’t mean vague. Your anchor text has one job: explain what’s on the other side of the click.

If you need keyword inspiration for internal links, tools like Semrush’s Organic Research help you find what a page already ranks for — giving you natural variations to use.

4. Make Sure the Link Is Visually Obvious

Anchor text needs to look like anchor text.

That means:

• Underlined
• Colored
• Highlighted
• Clearly clickable

Check your CMS or theme to make sure your links don’t blend into the background.

Stay Smart With Your Anchor Text

Anchor text shapes how users navigate your site and how search engines interpret your content. It’s not a “set it and forget it” tactic — especially if you’re publishing regularly.

Keep it natural. Keep it clear. Keep it helpful. And anchor text becomes one of the simplest — and strongest — SEO signals you control.