When you click a hyperlink, the text you clicked is called anchor text. It looks like a tiny detail in the broader world of SEO — but it is one of the clearest signals Google uses to understand what a linked page is about. Get anchor text right and your links work harder. Get it wrong and you risk exactly the kind of over-optimisation that triggers algorithmic penalties.

Quick Answer: Anchor text is the clickable, visible text of a hyperlink. It signals to Google what the linked page is about. The main types are exact-match (the exact keyword you want to rank for), partial-match (a variation of the keyword), branded (your brand name), generic ("click here", "read more"), and naked URLs. A natural, diverse anchor text profile is a positive SEO signal; a profile dominated by exact-match anchors is a red flag that can trigger a penalty.

What are the different types of anchor text in SEO?

Understanding anchor text types helps you both build links strategically and evaluate the health of your existing link profile.

  • Exact-match anchor text — uses the precise keyword you want the linked page to rank for. Example: a link with the text "broken link checker" pointing to your broken link checker tool. Powerful when earned naturally; dangerous when manufactured in bulk.
  • Partial-match anchor text — includes your keyword alongside other words. "Free broken link checker tool" or "how to use a broken link checker" are partial-match examples. These send a relevance signal without the over-optimisation risk of exact-match.
  • Branded anchor text — uses your brand or website name as the link text. "SEOLinkScan" or "SEOLinkScan.com". The most natural anchor type for editorial links from real publishers.
  • Naked URL anchor text — uses the URL itself as the anchor. "https://seolinkscan.com" or "seolinkscan.com". Common in citations, social media, and directory listings.
  • Generic anchor text — non-descriptive terms like "click here", "read more", "visit this site", or "this article". Provides minimal relevance signal but is natural in editorial writing.
  • Image anchor text — when an image is hyperlinked, Google reads the image's alt text as the anchor text for that link. This is why optimising alt text on linked images matters for SEO.

Which type of anchor text is most valuable for SEO?

Partial-match anchor text offers the best balance of relevance signal and natural appearance. It sends a clear topical signal to Google without triggering over-optimisation flags. Branded anchors are the safest and are how the majority of natural editorial links are written. Exact-match anchors are the most powerful for rankings but carry the highest risk when over-used — Google's Penguin algorithm specifically targets manipulative exact-match anchor patterns.

How does anchor text signal relevance to Google?

When a page links to yours using the anchor text "how to find broken links", Google receives a signal that your page is relevant to the topic of finding broken links. Multiple links with similar anchor text from diverse, relevant sources strengthen that relevance signal considerably.

This is why anchor text is one of the most manipulable SEO signals — which is exactly why Google watches it carefully. A link profile where 40% of all anchors are the same exact-match keyword phrase looks nothing like natural editorial linking behaviour. Real editorial links use varied language because writers naturally express the same concept in different ways.

What does a healthy anchor text distribution look like?

For a site with a natural, organically grown link profile, a typical healthy distribution looks roughly like this:

  • Branded anchors: 30–50% — people linking to you by name
  • Naked URLs: 10–20% — citations using the URL directly
  • Generic anchors: 10–20% — "click here", "this page", "source"
  • Partial-match anchors: 15–25% — keyword variants and topically related phrases
  • Exact-match anchors: 1–5% — the precise target keyword, used sparingly

Sites where exact-match anchors make up 20–40% of all backlinks almost always show signs of artificial link building. Use our anchor text analyser to check where your profile currently stands and identify any over-concentration risks.

What is anchor text over-optimisation and how do you avoid it?

Anchor text over-optimisation occurs when too high a proportion of your backlinks use the same exact-match keyword anchor — typically as a result of deliberate link building targeting a specific phrase. Google's Penguin algorithm, which runs continuously as part of core algorithm updates, specifically targets this pattern.

You cannot easily control the anchor text of links built by others. But for links you actively build or influence — through outreach, guest posting, or directory submissions — you can deliberately vary your anchor text to maintain a natural distribution. Use your brand name, use partial-match phrases, use generic anchors. Save exact-match anchors for the most natural editorial opportunities.

How do you fix an over-optimised anchor text profile?

Fixing over-optimisation requires diluting the problematic anchor text concentration by building new links with varied anchor text rather than removing existing links. New branded links, partial-match links, and generic anchors gradually shift the distribution toward a more natural profile. In severe cases where links were clearly purchased with manipulative anchor text, those links should be disavowed through Google Search Console.

How does anchor text work for internal links?

Internal link anchor text — the link text you use when linking between your own pages — works similarly to external anchor text. Using descriptive, keyword-relevant anchor text for your internal links helps Google understand what your target pages are about and which keywords they are intended to rank for.

A common internal linking mistake is using generic anchors like "click here" or "read more" for internal links. These wasted opportunities to send a clear relevance signal. Use descriptive anchor text that tells Google and users exactly what the linked page covers. Our internal link checker can help you audit your existing internal anchor text patterns.

Summary

  • Anchor text is the clickable text of a hyperlink — it signals to Google what the linked page is about
  • Six main types: exact-match, partial-match, branded, naked URL, generic, and image (alt text)
  • A healthy profile is dominated by branded and partial-match anchors with exact-match making up only 1–5%
  • Over-concentration of exact-match anchors is a Penguin penalty risk — monitor with our anchor text analyser
  • Use descriptive anchor text for internal links — generic "click here" anchors waste a relevance signal opportunity
  • Vary your anchor text deliberately when building links — natural editorial links are always varied

Continue reading: What is duplicate content and how does it actually hurt your SEO?