What is anchor text?

Anchor text is the clickable text in a hyperlink that users see and search engines read. Strong anchor text helps people understand what they will find when they click, and it helps Google understand what the target page is about.

Why anchor text matters for SEO

Search engines use anchor text as a relevance signal. When many sites link to a page using consistent, descriptive anchor text, that page is more likely to rank for those words. Poor or misleading anchor text, on the other hand, can confuse users and weaken your SEO.

For growth-focused B2B and e-commerce teams, anchor text is one of the simplest on-page levers you can control. It connects your content, clarifies your site structure, and supports your backlink strategy without extra budget.

Types of anchor text

Not all anchor text is created equal. Different types send different signals to search engines and should be used with intention.

  • Exact match anchor text uses the main keyword of the target page, for example "email marketing automation" linking to a guide on that topic.
  • Partial match anchor text includes the keyword plus extra context, such as "advanced email marketing automation tips".
  • Branded anchor text uses your brand name, for example "6th Man Digital", and is useful for building authority and trust.
  • Generic anchor text uses vague wording like "click here" or "read more", which adds little SEO value.
  • URL anchor text uses the raw URL, such as https://www.example.com, which is common but not very descriptive.

A healthy anchor text profile mixes these types. Over-optimising with only exact match anchor text can look manipulative and may trigger search engine filters.

Best practices for using anchor text

Good anchor text is specific, natural, and useful. It should match the intent of the page you are linking to and fit smoothly into the sentence.

When you build internal links, use anchor text that explains what the user will gain, such as smart internal linking strategies instead of vague labels. For external links and backlinks, keep the same principle, but avoid forcing keywords where they do not belong.

For technical SEO and content audits, tools like the 6th Man SEO extension and the Outbound Links Downloader help you quickly review where and how anchor text is used on your site.

How anchor text fits into your broader SEO strategy

Anchor text sits at the crossroads of UX and SEO. It guides users through your content and signals topical relevance to search engines, especially when combined with consistent on-page optimisation and a strong backlink profile.

If you are serious about organic growth, treat every anchor text as a micro decision. Align it with your keyword research, your content map, and your business goals so every link pushes your SEO in the right direction. To go deeper, explore our SEO insights or our core SEO services tailored to fast-moving B2B and e-commerce teams.