What Is Anchor Text? Strong Link Text for SEO and User Experience

• In HTML, anchor text sits inside the <a> tag and sends the user to the URL given in href.
• Anchor text containing the same keyword from many different sources signals that the target page is an authority on that keyword.
• The types are exact match, partial match, branded, generic, naked URL and image links; when an image is linked, search engines use its alt attribute as the anchor text.
• An external link profile should lean on brand name and generic phrases, with exact-match anchors kept to a very small share (usually 1-5%).
• The Penguin algorithm, released in 2012, targeted over-optimized backlink profiles; a profile where every link uses the same keyword can read as a manipulation signal.
• With internal links you have full control, so you can use descriptive text that contains the target page's keyword.
• Link text should match the target page's content, not break the flow of the sentence, and be easy to tap on mobile devices.

The internet is a vast web of millions of pages linked to one another. How strong and meaningful those links are makes it easier for users to move around a site and sends search engines vital signals about your website's structure and content. One of the most important of those signals is anchor text.

So what exactly is this small piece of text that directly affects a web page's SEO performance, and how can you use it best? In this comprehensive guide we'll dig into every detail of anchor text, from its definition and types to SEO strategy and best practices.

Anchor text is the visible, clickable text of a hyperlink. It tells users which page they'll land on when they click, and gives search engines clues about the target page's content.

In HTML, anchor text sits inside the <a> tag. A simple example:

HTML

<a href="https://www.example-site.com/seo-guide">SEO Guide</a>

In this example, "SEO Guide" is the anchor text. Users click this text and are taken to the URL given in the href (hypertext reference) attribute.

Anchor text is one of the most critical parts of your SEO strategy for two main reasons:

• User Experience (UX): It instantly tells users what a link is about. Clear, descriptive anchor text makes navigation easier and gets users to the information they want faster.
• Search Engine Rankings: Google and other search engines look at anchor text to understand what a page is about. Anchor text containing the same keyword from many different sources shows that the page is an authority on that keyword. This is one of the oldest and strongest signals used to lift a page's rankings, especially in external links (backlinks).

In SEO we group anchor text into several types that serve different strategies. Knowing these types is essential for building an accurate, balanced anchor text profile.

• Exact Match: The link text is identical to the target page's keyword. Example: the phrase "WordPress SEO" linking to a page titled "WordPress SEO Guide."
• Partial Match: The link text contains the target keyword, enriched with extra words. Example: "Click to learn about WordPress SEO strategies."
• Branded: The link text contains a brand name. Example: "What Yoast SEO's experts say..."
• Generic: The link text is not specific to the content and uses general phrases. Example: "Read more," "Click here."
• Naked URL: The link text is the URL itself. Example: " https://yoast.com/blog "
• Image Anchor Text: When an image is linked, search engines use the image's alt attribute as the anchor text.

How you use anchor text depends on the type of link (external or internal).

External Links (Backlinks)

External links, the links from other sites to yours, need the most care. Google penalizes unnatural, manipulative link profiles. That's why:

• Diversity Is Essential: Your external anchor text profile should look as natural as possible. Lean mostly on your brand name and generic phrases. Exact-match anchors should make up only a very small share (usually 1-5%).
• The Penguin Algorithm and Over-optimization: Google's Penguin algorithm, released in 2012, targeted spammy and over-optimized backlink profiles. If every backlink to a page uses the same exact-match keyword as its anchor text, Google may read it as a manipulation signal and your rankings can drop.

Internal Links

Internal links are the area where you have full control over your site's SEO. So you can follow a more assertive, goal-driven strategy:

• Be Descriptive and Keyword-focused: When linking internally, use descriptive anchor text that contains the target page's keyword. This is the most effective way to show both users and search engines your page hierarchy and related content.
• Think About User Flow: Place internal links not just for SEO but with how users move through your site in mind. Linking from a related topic to a more detailed page improves the user experience and increases time on site.

• Be Relevant: Your anchor text should match the content of the page it links to 100%. Irrelevant text misleads both users and search engines.
• Be Natural and Readable: Work the link text into the sentence naturally, without breaking its flow. Avoid text that distracts readers or makes the content harder to read.
• Don't Keyword-stuff: Linking the same keyword over and over in one paragraph, or stuffing links with irrelevant words, won't produce good results.
• Consider Mobile: Use anchor text that is long enough and spaced far enough apart to be tapped easily on mobile devices. Links that are too short or too close together hurt the user experience.
• Alt Text for Image Links: When you use an image as a link, make sure it has a descriptive alt attribute. This helps search engines understand the image and the target page.

Anchor text is more than a link; it is a powerful SEO tool that directly affects your website's structure, authority and user experience. For a successful digital strategy, building a balanced, descriptive and natural anchor text profile across both external and internal links is essential.

Remember, the best anchor text is natural and relevant, and makes it clear to both users and search engines exactly what they'll find. By applying this strategy correctly, you can lift your site's rankings, improve the user experience and reach your search engine optimization goals faster.