What is Anchor Text in SEO?
The clickable words behind every link - what they mean, the main types, and how to use them without over-optimizing.
Definition
Anchor text is the visible, clickable text in a hyperlink. In HTML it sits between the opening and closing <a> tags. For example, in the link learn about backlinks, those three words are the anchor text.
Anchor text serves two audiences. For users, it previews what they will find if they click. For search engines, it provides context about the topic and relevance of the destination page - especially for backlinks pointing to your site from external domains.
Google has used anchor text as a ranking signal since the early days of PageRank. Today it still matters, but algorithms are far better at detecting unnatural, over-optimized patterns. The goal is descriptive, varied text - not keyword stuffing.
How anchor text works in HTML
Every hyperlink has two parts: the destination URL (the href attribute) and the anchor text (what users see and click). Here is a simple example:
<a href="https://example.com/seo-guide">complete SEO guide</a>
In this example, complete SEO guide is the anchor text. Google reads it as a hint that the destination page is about SEO guides. The surrounding sentence matters too - search engines evaluate anchor text in context, not in isolation.
Other attributes can affect the link: rel="nofollow" tells search engines not to pass full ranking credit, and image links use the alt attribute as their anchor.
Types of anchor text
Most links fall into one of these common categories. A healthy link profile usually contains a mix of them:
Branded
Uses your brand or company name. Example: WebProjectList. Common in natural backlink profiles and low risk for over-optimization.
Exact match
Uses the precise keyword the target page targets. Strong topical signal, but risky if overused across many inbound links.
Partial match
Includes a variation or related phrase. Example: free SEO directory instead of SEO directory. Often the sweet spot for natural-looking links.
Branded + keyword
Combines brand and topic. Example: WebProjectList directory. Sends both trust and topical signals with low manipulation risk.
Naked URL
The raw URL as the link text. Example: https://example.com. Provides little topical context but looks natural in citations and footnotes.
Generic
Non-descriptive phrases like click here, read more, or this article. Poor for SEO and accessibility - avoid when you control the link.
Internal vs external anchor text
Internal anchors
Links between pages on your own site. You have full control, so use descriptive anchors that help users and search engines navigate your content.
- - Replace "click here" with topic-specific phrases
- - Link from high-traffic pages to priority URLs
- - Vary anchors pointing to the same page
- - Place important links in the main body content
External anchors (backlinks)
Links from other websites pointing to you. You rarely control the exact wording, but you can influence it through outreach, guest posts, and directory listings.
- - Encourage branded mentions over exact-match
- - Ask for anchor variations during outreach
- - Monitor your anchor profile with SEO tools
- - Disavow spammy links with manipulative anchors
What does a natural anchor profile look like?
There is no fixed formula, but studies of top-ranking sites show a consistent pattern for inbound links. Exact-match anchors should be a small minority:
Branded
Typically 30-50% of inbound anchors. Your most common and safest anchor type.
Naked URL
Often 20-30%. Common when sites cite your URL directly.
Partial match
Roughly 5-15%. Descriptive phrases related to your topic.
Exact match
Usually 1-5% only. Powerful but dangerous in large quantities.
These ranges are guidelines, not rules. What matters is that your profile looks editorial and varied - not like a deliberate link scheme. If 80% of your inbound anchors are the same exact-match keyword, that is a red flag.
Anchor text best practices
- Be descriptive - The anchor should give a clear idea of the destination. Replace generic phrases with something meaningful.
- Keep it concise - Aim for five words or fewer. Long, keyword-stuffed anchors read unnaturally and can hurt trust.
- Vary your anchors - Do not use the same exact-match phrase for every link to the same page. Mix branded, partial-match, and descriptive variants.
- Consider placement - Links embedded in the main body of an article typically carry more weight than footer or sidebar links buried among dozens of others.
- Match search intent - The anchor should align with what the linked page actually delivers. Misleading anchors frustrate users and weaken trust signals.
- Make links visible - Anchor text should be clearly distinguishable (underlined or colored). Hidden or deceptive links hurt both UX and SEO.
Why anchor text matters for your site
Relevance signals
When many trusted sites link to you with anchors related to your topic, search engines gain confidence about what keywords your pages should rank for - which drives more organic traffic.
User experience and accessibility
Clear anchor text helps visitors and screen reader users understand where a link leads. Vague links like "here" give no preview and tend to get fewer clicks.
Internal linking power
On your own site, thoughtful anchor text distributes authority between pages and helps Google understand your site structure and key topics.
Custom anchor text on WebProjectList
When you list your site in our directory, the backlink from WebProjectList to your website includes anchor text - usually your site name or listing title. With our Premium plan, you can choose custom anchor text to target a specific keyword or brand phrase.
Use this thoughtfully: descriptive, natural anchors that match your page content work best. See our pricing page for details, or learn more about backlinks and Domain Rating.
Frequently asked questions
Anchor text is the visible, clickable text in a hyperlink. It tells users what to expect when they click and gives search engines context about the page being linked to.
Yes. Search engines use anchor text as a relevance signal for the destination page. Descriptive, natural anchors help them understand what a page is about. Over-optimized or repetitive exact-match anchors can look manipulative.
Internal anchor text links between pages on your own site - you control it fully. External anchor text comes from other websites linking to you. You usually cannot control it, but you can influence it through outreach, guest posts, and directory listings.
Yes. If a large share of your inbound links use the same keyword-rich anchor, Google may flag it as manipulation. A natural profile is dominated by branded and naked URL anchors, with exact-match making up only a small fraction (often under 5%).
There is no single best anchor. Use varied, descriptive text that fits naturally in the sentence. Branded and partial-match anchors are usually safer than stuffing exact-match keywords. Avoid generic phrases like "click here".
Usually you cannot control how others link to you. When listing in directories or doing outreach, you can sometimes suggest anchor text. On WebProjectList, Premium members can set custom anchor text for the backlink from our directory.
Get a backlink with the right anchor
List your site in our directory and choose custom anchor text with Premium.