Definition
Anchor Text is the clickable, visible text within a webpage that links to another page, either internally (on the same site) or externally (to a different domain). It often appears underlined or in a different color, indicating that it’s a hyperlink.
What is it?
Anchor Text serves as a signal to users and search engines about the content and relevance of the linked page. If the anchor text reads “best running shoes,” it implies that the destination discusses or provides information about running shoes. Search engines factor anchor text into their algorithms to better understand relationships between pages, topical authority, and the context of the link. Different types of anchor text include exact match (precise keyword), brand anchor (a company name), and generic phrases (like “click here”). While appropriate, descriptive anchors can help with SEO, overusing the same keywords or employing deceptive text may lead to penalties or lower rankings.
How is it used?
Webmasters and marketers strategically choose anchor text to guide user navigation and signal topic relevance to search engines. For internal links, descriptive anchor text can improve site structure by connecting related pages, thus helping both visitors and crawlers discover valuable content. Externally, when other reputable websites use meaningful anchor text pointing to your site, it can increase referral traffic and bolster trust. However, it’s important to maintain variety in your backlink profile—an excessive reliance on exact-match keywords or generic “click here” links can appear unnatural. Monitoring anchor text distribution allows teams to refine linking strategies, ensuring a well-rounded, user-friendly experience.
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