What Is Anchor Text? Best Practises

by Tom Kotze

At Contentellect, we know that mastering the basics of SEO is crucial for any website’s success. Anchor text is the clickable text in a hyperlink, guiding users and search engines alike.

This tool helps search engines understand the context of linked content, influencing your rankings and user experience.

In this article, we’ll delve into the importance of anchor text, best practices for optimising it, and how to fix common issues.

By following our expert advice, you’ll enhance your site’s visibility and authority. Stay with us to learn everything you need about anchor text.

What Is Anchor Text?

Anchor text refers to the clickable text in a hyperlink. It is the visible part of a link that users see and click on to navigate to another webpage. Typically, anchor text is highlighted in a different colour and is underlined. For example, in the hyperlink Contentellect, “Contentellect” is the anchor text.

Anchor text serves two primary purposes: guiding users and signalling search engines about the content of the linked page.

The words used in anchor text provide context to both users and search engines, helping them understand what to expect when they click on the link. This context is crucial for search engine optimisation (SEO) because it helps search engines determine the relevance of the linked content, impacting how pages rank in search results.

By using descriptive and relevant anchor text, you can improve the user experience and enhance your site’s SEO performance.

Users are more likely to click on links that clearly indicate what they will find on the other side, and search engines can better index and rank your pages based on the contextual clues provided by your anchor text.

anchor text

Why Is Anchor Text Important?

Anchor text is crucial for several reasons:

User Experience

As mentioned above, anchor text enhances user experience by providing clear and relevant information about the linked content.

When users see descriptive and accurate anchor text they understand what to expect from the link and can navigate your site more efficiently. This leads to a smoother and more intuitive browsing experience, encouraging users to explore more content on your site.

SEO And Rankings

Search engines rely on anchor text to grasp the context and relevance of the linked page. Well-optimised anchor text includes keywords that signal to search engines what the linked page is about, which can significantly improve your site’s search engine rankings.

By strategically using anchor text, you help search engines index and rank your pages more effectively, enhancing your site’s visibility in search results.

Link Authority

Anchor text can transfer link authority, also known as link juice, from one page to another.

This boosts the SEO value of the linked page, as it inherits some of the ranking power from the referring page.

Using relevant and authoritative anchor text ensures that this link equity is passed on, contributing to better overall on-page SEO performance.

Anchor Text Best Practices

To maximise the benefits of anchor text, it’s essential to follow best practices. Here are some key strategies:

Make Sure Anchor Words Are Relevant

Relevance is critical when selecting anchor text. The text should accurately describe the content of the linked page. Using relevant keywords helps search engines understand the relationship between the linked pages and improves the chances of ranking for those keywords.

For instance, if you’re linking to a page about SEO strategies, your anchor text should reflect that context, such as “effective SEO strategies”.

anchor text

Don’t Over-Optimise Your Anchor Text

While it’s important to use relevant keywords, over-optimising anchor text by using exact match keywords excessively can lead to penalties from search engines.

Instead, use a natural mix of exact match, partial match, branded, and generic anchor texts to maintain a balanced and natural linking profile.

For example, instead of repeatedly using “buy shoes online,” alternate with variations like “best place to buy shoes” or simply “this website”.

Pay Attention To Surrounding Text

The context surrounding your anchor text matters. Search engines consider the text around the anchor text to understand its relevance better.

Ensure that the surrounding content supports and complements the anchor text.

For instance, if your anchor text is “learn about anchor text,” the surrounding sentence should relate to SEO practices or linking strategies.

Fix Alt Text Issues

For images that are used as links, the alt text acts as the anchor text. Make sure your alt text is descriptive and relevant to the linked content.

This practice not only helps with SEO but also improves accessibility for users with visual impairments. For example, if an image links to a page about social media tips, the alt text should be something like “social media marketing tips”.

How To Find And Fix Anchor Text Issues

Finding and fixing anchor text issues is essential for maintaining a strong SEO strategy and ensuring a seamless user experience.

Anchor text plays a crucial role in how search engines interpret the relevance of your links, so regular audits are necessary to keep your link profile healthy.

Here’s how you can identify and resolve common anchor text issues effectively.

anchor text

Use SEO Tools

To begin with, leverage powerful SEO tools like Ahrefs, SEMrush, or Moz. These tools can help you analyse your anchor text distribution and pinpoint over-optimisation or irrelevant anchors.

They provide comprehensive insights into how your anchor texts are performing, allowing you to make informed decisions about necessary adjustments.

Check For Broken Links

Next, ensure all links within your SEO content are functional and lead to the intended pages. Broken links not only harm the user experience but also negatively impact SEO, and they greatly hamper SEO backlinking services.

Regularly scan your site for broken links and fix or remove them promptly to maintain the integrity of your site’s link structure.

Update Irrelevant Anchors

Lastly, review your anchor texts for relevance. Replace outdated or irrelevant anchors with more accurate ones that reflect the current content of the linked pages.

This practice ensures that both users and search engines understand the context and value of the link, improving the overall coherence and quality of your content.

By following these steps, you can manage and enhance your anchor text strategy, leading to better SEO performance and a more user-friendly website.

Frequently Asked Questions

What is rich anchor text?

Rich anchor text includes a combination of relevant keywords, phrases, and additional descriptive words. It goes beyond simple exact-match anchors by providing more context to both users and search engines.

For instance, instead of linking with “click here,” rich anchor text might be “learn more about effective SEO strategies.” This detailed approach enhances the relevance and informative value of the anchor, making it more useful for SEO.

anchor text

Does anchor text matter?

Yes, anchor text matters significantly for SEO. When optimised correctly, it helps search engines understand the context and relevance of the link, thereby influencing search engine rankings.

Properly optimised anchor text can improve both user experience and SEO performance by providing clear, descriptive links that guide users and search engines.


When used correctly, anchor text is a powerful SEO tool. By grasping its significance and adhering to best practices, you can boost your website’s visibility, authority, and user experience.

Key steps include using relevant, natural anchor texts, considering the surrounding context, and regularly auditing your links for optimal results.

At Contentellect, we specialise in high-quality, search engine optimized content and powerful link building strategies. Ready to elevate your SEO game?

Explore our blog posts for more insights, or contact us to discover how our services can help you achieve your digital marketing goals.

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Tom Kotze

Tom is an experienced copywriter and content marketer. He has been writing for Contentellect since 2018, and has covered every niche under the sun. Tom has a hospitality background and was a restaurateur/coffee shop owner before starting his content marketing career.

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