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What anchor text does
Anchor text is the visible text of a link. It tells readers what they can expect after clicking and gives search engines context about the linked page. Google describes good anchor text as “descriptive, reasonably concise, and relevant” to both the page it appears on and the page it links to. Google’s link best practices explain the guidance in detail.
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For example, if a sentence links to a guide about securing a home Wi-Fi network, an anchor such as “steps to secure your home Wi-Fi” sets a clearer expectation than “click here.” The anchor should accurately describe the destination, not promise material the page does not contain.
How to write useful anchor text
- Check the destination. Confirm what the linked page actually covers and why a reader would want to visit it.
- Name the useful subject. Draft a short phrase that makes the destination understandable when read by itself.
- Read the full sentence. The link should fit naturally into the surrounding prose, which should provide any context the anchor alone cannot.
- Trim excess wording. Keep the phrase informative without extending it across unrelated words or a whole sentence.
- Check for forced keywords. Remove repeated or awkward search terms that do not help readers understand the next page.
- Verify the link. Ensure it points to the intended, accessible address and that the visible link text appears in the rendered page.
Should you use keywords in anchor text?
Use a keyword when it is the natural, accurate way to describe the destination. Do not insert target keywords just to make an anchor appear optimized. Google explicitly advises against cramming related keywords into anchor text; the goal is a clear description, not a formula.
#1 Best Overall
There is no universal percentage for exact-match, partial-match, branded, or generic anchors in the Google guidance cited here. A fixed ratio would be a rule of thumb, not an established requirement. Judge each link by whether it is clear, relevant, concise, natural, and useful.
Put links where they help readers
Place a link in the sentence where the destination becomes useful. The words around an anchor contribute context, so make sure the sentence explains why the resource is relevant. Avoid clustering several links together without enough wording to show how their destinations differ.
Rank #2
Internal links also help people move through a site and help Google discover pages. Google recommends that every page a site owner considers important have at least one link from another page on the site. When reviewing a site, look for important pages that have no incoming contextual link and add one where it genuinely helps the reader.
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Google can generally crawl a link implemented as an <a> element with an href that resolves to a real address. If a script supplies link text, check the rendered page to confirm the text and destination are present and usable.
Rank #3
For a linked image, Google uses the image’s alt attribute as anchor text. Write alt text that describes the image’s role and, where appropriate, the linked destination; do not leave it empty when it needs to communicate what the link leads to.
Handle external and user-generated links responsibly
Link to external resources you trust. If you cannot vouch for a resource but still need to link to it, Google recommends using nofollow or a similar annotation. Links submitted by users should receive an appropriate annotation from the site’s content-management system.
Google’s spam guidance also warns against links created primarily to manipulate rankings, including optimized anchor text in certain paid or distributed content. That is a warning about manipulative link practices, not evidence that any specific natural phrase automatically triggers a penalty. Keep links editorially useful and do not engineer them solely to influence rankings.
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Quick Recap
A quick anchor-text audit
- Clarity: Can a reader infer the destination from the linked words?
- Accuracy: Does the anchor match what the destination actually contains?
- Context: Does the sentence explain why following the link may help?
- Conciseness: Is the anchor informative without absorbing irrelevant copy?
- Naturalness: Does it read like ordinary language rather than a keyword insertion?
- Usability: Is the link distinguishable, functional, and implemented with a crawlable destination?
- Discovery: Do important pages have at least one relevant incoming internal link?
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