Anchor text is the visible, clickable wording inside a hyperlink. In the HTML <a href="...">best running shoes</a>, the phrase “best running shoes” is the anchor. It gives both readers and search engines a quick signal about the topic of the destination page.
Why it matters
Search engines read anchor text as a description of the target page. A link pointing to a guide on title tags with the anchor “title tag best practices” reinforces what that page covers. This applies to inbound links from other sites and to your own internal linking, where descriptive anchors help spread context across your pages.
Types of anchor text
- Exact match. The anchor is the exact target keyword, such as “keyword research.” Useful in small doses.
- Partial match. A variation, like “how to do keyword research.”
- Branded. Uses a brand name, such as “Ahrefs.”
- Generic. Phrases like “click here” or “read more” that carry little topical meaning.
- Naked URL. The raw address, such as example.com.
Avoiding over-optimization
A natural backlink profile shows a mix of these types. When too many external links use the same exact-match commercial anchor, it looks manipulative and can trigger a Penguin-style devaluation. For links you control, write anchors that describe the destination plainly. For links you earn, let other sites phrase them how they choose rather than dictating exact keywords.