Anchor Text
The clickable text in a hyperlink. Google uses it as a relevance signal for the linked page. Over-optimised anchor text (exact match keywords everywhere) looks spammy.
Why It Matters
Anchor text tells Google what the linked page is about. When a hundred sites link to a page with the anchor text "best running shoes," Google takes that as a strong signal that the page is relevant for that query.
This is why anchor text manipulation was one of the first link building tactics to be abused - and one of the first to be penalised. Google's Penguin algorithm specifically targets unnatural anchor text patterns. The line between optimisation and manipulation is thinner than most agencies admit.
In Practice
For internal links, use descriptive anchor text that tells users what they'll find on the linked page. "Read our technical SEO guide" is better than "click here" and infinitely better than a naked URL.
For backlinks you earn naturally, you have less control - and that's fine. A natural backlink profile has varied anchor text: branded terms, URLs, generic phrases, and occasional keyword-rich anchors. If your anchor text profile is 80% exact-match keywords, you have a problem.
Audit your anchor text distribution periodically. Tools like Ahrefs show you exactly what text other sites use when linking to you.
Common Mistakes
Using "click here" or "read more" as anchor text everywhere - wasted relevance signals. Building links with exact-match anchor text to manipulate rankings. Ignoring internal link anchor text optimisation, which is the one place you have full control.
Related Terms
Glossary
Backlink
A link from another site to yours - still one of Google's top ranking factors.
Glossary
Internal Link
Links between pages on your own site - the most underrated SEO lever available.
Glossary
Link Equity
The ranking value passed through links from one page to another - also called link juice.
Glossary
Link Building
Acquiring backlinks from other sites to build authority - effective when done right.
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