Anchor text is the clickable text in a hyperlink. It’s visible to users (usually underlined and in a different color) and provides important context to search engines about what the linked page is about. Proper use of anchor text is a key part of good SEO strategy.
What is anchor text?
Technically, the anchor text is the text between <a>-tag in HTML code. Example: <a href=’https://eksempel.no’>digital marketing</a>, here the anchor text is “digital marketing”.
Search engines use the anchor text to understand the content of the linked page. If many pages link to your page with the anchor text “SEO agency in Oslo”, this signals to Google that your page is relevant for this keyword.
Types of anchor text
There are several types of anchor text, and a natural link profile should contain a mix:
Exact keyword: The link text is identical to the keyword you want to rank for. Example: “best SEO tools”. Powerful SEO signal, but used in moderation to avoid over-optimization.
Partial keyword: Includes the search term in a longer phrase. Example: “read more about the best SEO tools here”.
Brand: The company’s name is used as anchor text. Example: “Sveum Design”.
Generic: Non-concrete phrases such as “click here” or “read more”. Provides little SEO value.
URL: The URL itself is used as the anchor text. Example: “www.sveumdesign.no”.
Image anchor text: For image links, the alt text is used as the anchor text.
Anchor text in internal linking
Internal linking, links between pages on the same website, is very important for SEO. Use descriptive anchor texts that tell the user (and the search engine) what the linked page is about. Avoid generic phrases like “click here”. A good internal linking structure helps Google understand the hierarchy of your site and distributes authority between pages.
Tips for good anchor text practice
Be descriptive: The anchor text should give a precise indication of what the user will find on the linked page.
Vary the anchor texts: A natural link profile has variety, not just exact keywords.
Avoid over-optimization: Too many links with identical exact match keywords can appear manipulative to Google.
Think about the user: The best anchor text is one that makes sense to the reader without extra context.
Update old links: Review existing content and improve generic anchor texts.
Anchor text is a simple but powerful SEO tool that many people underestimate. With thoughtful link texts, you can improve your search engine rankings and give users a better navigation experience. Sveum Design can help you build a strong internal link structure and optimize your anchor texts.
