Anchor Text
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Anchor text is the clickable text of a hyperlink. It is one of the strongest single-factor signals Google uses to understand what a target page is about, which makes it both a powerful optimisation lever and a common cause of penalties when overused.
Why anchor text matters
When another site links to yours, the anchor text they choose tells Google what the linked page is about, in their words. If many sites link to the same page using anchor text containing “core web vitals”, Google reads that as evidence the page is about Core Web Vitals.
This effect is strong enough that, historically, sites manipulated it directly. The 2012 Penguin update was Google’s first major intervention against unnatural anchor text patterns; the algorithm has only become more sensitive since.
Anchor text types
Exact-match. The anchor text exactly matches the target page’s primary keyword. “Core web vitals” linking to the Core Web Vitals page.
Partial-match. Contains the keyword but with additional words. “How to improve core web vitals” or “guide to core web vitals”.
Branded. Contains the brand name. “SEO Specialist”, “according to SEO Specialist”.
Naked URL. The URL itself as anchor text. “https://seohandbook.co.uk/technical-seo/core-web-vitals/”.
Generic. Non-descriptive anchors. “click here”, “read more”, “this article”, “learn more”.
Image links. When an image links to a page, the image’s alt text functions as anchor text.
LSI / semantic. Anchors using related but non-keyword terms. “Page experience metrics” linking to a Core Web Vitals page.
Natural distribution patterns
A site with an organically earned link profile has a varied mix of anchor types. The exact distribution varies by industry and brand recognition, but typical patterns:
- 40-60% branded anchors (for established brands)
- 15-25% naked URL anchors
- 10-20% generic anchors (“here”, “this article”)
- 10-15% partial-match anchors
- 5-10% exact-match anchors
For unbranded or new sites, the branded percentage is often lower and the URL/generic percentages higher. As the brand grows, the distribution shifts toward branded.
The pattern that triggers concern is high exact-match concentration on commercial pages. A page receiving 60% exact-match anchors all targeting the same commercial keyword looks manipulated. This pattern is the single most common cause of algorithmic anchor penalties.
Anchor text and rankings
The relationship between anchor text and rankings is well-established but non-linear:
- One high-quality exact-match anchor can move rankings meaningfully
- A handful of relevant exact-match anchors in a varied profile is helpful
- Exact-match concentration above 5-10% on a commercial page begins to look unnatural
- Aggressive exact-match patterns trigger algorithmic suppression or, in extreme cases, manual actions
The right strategy is to earn exact-match anchors naturally through content that earns the link (the editorial citation will sometimes use the keyword), and to avoid building or requesting exact-match anchors at scale.
Internal anchor text
Internal anchors operate under different rules. Because you control them, Google treats them as a softer signal than external anchors, but they still influence how the linked page is understood.
The pattern that works internally:
- Use descriptive anchor text that tells the user (and search engine) what the linked page covers
- Vary the wording naturally across the site rather than using the exact same anchor every time
- Avoid generic anchors (“click here”, “read more”) as defaults
- Don’t fear exact-match internally; the over-optimisation risk is much lower for internal links than external
Internal anchor text is one of the most consistently underused on-page SEO levers. Many sites have hundreds of internal links using the same generic anchors, missing easy ranking lifts.
Anchor text in digital PR
Digital PR pitches sometimes ask the journalist for specific anchor text. The right answer is almost always: don’t ask. Editorial control belongs to the journalist; pitching with anchor text demands signals an SEO-driven motivation that journalists often resent and editors sometimes reject.
The best policy: provide the URL you want linked, let the journalist choose the anchor. Most editorial coverage produces branded or naked-URL anchors, which contribute to a healthy link profile.
Auditing your anchor text profile
Tools that report anchor text distribution:
- Ahrefs > Site Explorer > Anchors. Shows distribution by exact text and type.
- Semrush > Backlink Analytics > Anchors.
- Google Search Console > Links > Top linking text.
The Search Console view is limited but free; the third-party tools provide deeper segmentation.
The audit:
- Pull anchor distribution for your top commercial pages
- Identify any pages with >20% exact-match concentration
- For those pages, investigate the source domains; are they low-quality, paid, or otherwise manipulated?
- Plan a diversification strategy: more branded coverage, more partial-match earned naturally, fewer exact-match acquisitions
Common anchor text mistakes
| Mistake | Effect |
|---|---|
| High exact-match concentration on commercial pages | Penalty risk |
| Identical anchor across hundreds of internal links | Wasted signal; templated appearance |
| Generic anchors as default (“click here”, “read more”) | No relevance signal |
| Pitching exact-match anchors in PR outreach | Damages relationship; reduces coverage |
| Buying links with target anchors | High penalty risk |
| Ignoring image alt text on links | Lost relevance signal |
Frequently asked questions
Should I disavow links with bad anchor text? Rarely. Disavowing is a serious tool with real downside risk. Use it only when you’ve confirmed an algorithmic or manual penalty tied to specific link patterns. For most sites, mild over-optimisation in anchors is better addressed by acquiring more diverse links going forward.
Does Google still use anchor text as a ranking factor? Yes, prominently. Despite years of “anchor text doesn’t matter as much” speculation, anchor text remains one of the strongest single-factor signals in the algorithm.
Can I change anchor text on my own site to fix over-optimisation? Yes, and it can help. Internal anchors are within your control; varying them across the site reduces the per-anchor concentration on any single phrase.