How search engines use it
Anchor text is one of the signals search engines use to understand a linked page. A link reading 'commercial roofing services' says more about its destination than 'click here'.
Common types
Exact match (the page's main keyword), partial match (keyword plus other words), branded (your company name), naked URL (the address itself) and generic ('read more'). Natural link profiles mix all of them.
Internal links
You control the anchor text on links within your own site. Descriptive internal anchors help visitors find related pages and help search engines map your site.
Why Anchor Text matters
Clear anchor text makes pages easier to navigate and easier for search engines to understand. Overdoing exact-match anchors, especially on links from other sites, can look manipulative.
From 'learn more' to useful
A service site linked every service page with 'learn more'. Rewriting the internal links to describe each page, like 'water heater repair' or 'drain cleaning', made the site easier to navigate and gave each page a clearer signal.
Common mistakes
Exact-match everywhere
Using the same keyword-rich anchor for every link looks unnatural. Vary the wording.
Generic anchors
'Click here' and 'read more' tell nobody what's on the other side. Describe the destination.
Buying links with keyword anchors
Paid links built to manipulate rankings break Google's spam policies and can cause ranking problems.
Where we work on this