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Anchor Text Optimization: A Natural Link Building Strategy

Anyro•August 18, 2024

Learn what anchor text is, the main types, and how to keep internal and external anchors descriptive and natural.

TL;DR

Anchor text is the clickable text in a hyperlink--and it's one of the signals Google uses to understand the linked page. But here's the trap: over-optimized anchor text (using exact-match keywords too often) looks manipulative and can conflict with Google's spam policies on link schemes. This guide shows you a practical way to keep anchor text varied and natural--and how Seology helps with the internal-link side.

What Is Anchor Text and Why It Matters

Anchor text is the visible, clickable text in a hyperlink. For example:

<a href="https://example.com">best running shoes</a>

In this example, "best running shoes" is the anchor text.

Google uses anchor text as one signal because it describes what the linked page is about. If many sites link to your page with the anchor text "best running shoes," that helps Google understand your page is relevant to that phrase.

Anchor Text Impact on Rankings

Anchor text is one of many signals Google uses to understand pages, and it works best when it appears natural.

The 7 Types of Anchor Text

To build a natural anchor text profile, you need to understand all anchor text types:

1
Exact Match:
Anchor text is the exact keyword you want to rank for (e.g., "SEO automation tool")
Risk Level: High if overused
2
Partial Match:
Contains your target keyword plus other words (e.g., "this SEO automation tool")
Risk Level: Low to medium
3
Branded:
Uses your brand name (e.g., "Seology" or "Seology")
Risk Level: Very low
4
Naked URL:
The full URL as anchor text (e.g., "https://seology.ai")
Risk Level: Very low
5
Generic:
Non-descriptive phrases (e.g., "click here," "read more," "this article")
Risk Level: Very low
6
LSI/Related:
Semantically related keywords (e.g., "AI-powered SEO software" for "SEO automation")
Risk Level: Low
7
Image Anchors:
When an image is the link, Google uses the alt text as anchor text
Risk Level: Low

What a Natural Anchor Text Mix Looks Like

Natural backlink profiles tend to be dominated by branded, URL, and generic anchors, with few exact-match anchors. Google has not published an ideal ratio, so treat this as the general shape rather than a target:

Typical Natural Anchor Mix (Most to Least Common):

Most

Branded anchors

Common

Naked URLs

Fairly common

Generic anchors

Some

Partial match

Few

LSI/Related keywords

Rare

Exact match (use sparingly!)

⚠️ WARNING:

Google has said that links built mainly to manipulate rankings violate its spam policies. There is no fixed percentage that triggers a problem, but a profile dominated by exact-match anchors looks unnatural and is a risk.

Anchor Text Strategy for Internal Links

Internal links (links within your own site) have different rules than external backlinks:

You Can Use More Exact Match: Internal anchor text can be more keyword-focused, as long as it stays descriptive and natural
Be Descriptive: Use anchor text that clearly tells users what the linked page is about
Avoid Generic Anchors: "Click here" doesn't help internal SEO--use descriptive keywords instead
Vary Anchor Text: Don't use the same anchor text for every link to a page

❌ Bad Internal Anchors:

• "Click here"
• "Read more"
• "This page"
• "Link"

✅ Good Internal Anchors:

• "Shopify SEO optimization guide"
• "Learn about technical SEO"
• "Core Web Vitals best practices"
• "How to build quality backlinks"

How to Audit Your Anchor Text Profile

Before optimizing, you need to analyze your current anchor text distribution:

1
Export Backlinks:
Use Ahrefs, SEMrush, or Majestic to export all backlinks pointing to your site
2
Categorize Anchor Text:
Sort each anchor into the 7 types (exact match, partial match, branded, etc.)
3
Calculate Percentages:
Determine roughly how your backlinks split across each category
4
Identify Red Flags:
If exact match anchors dominate your profile, it looks unnatural and may need diluting

Anchor Text Optimization Tactics

Once you've audited your profile, use these tactics to optimize your anchor text distribution:

Tactic 1: Dilute Exact Match Anchors

If you have too many exact match anchors, earn more branded and generic anchor links so the mix looks more natural.

Tactic 2: Guest Post Outreach

When guest posting, request natural partial match or LSI anchors--never exact match.

Tactic 3: Brand Mention Conversion

Find unlinked brand mentions and request the site owners add links with branded anchor text.

Tactic 4: Vary Internal Link Anchors

Use different anchor text variations when linking to the same internal page from multiple locations.

How Seology Helps With Internal Anchor Text

Backlink anchors live on other people's sites, but your internal links are fully in your control. Seology handles that side:

Natural Variation: Generates natural anchor text variations for internal linking
Internal Link Audits: Flags generic internal anchors like "click here" and suggests descriptive replacements

Build Safe, Natural Anchor Text Profiles

Seology audits your internal links and flags vague or repetitive anchors--so every internal link pulls its weight.

Optimize Anchor Text Now

Tags: #AnchorText #LinkBuilding #SEOStrategy #Backlinks #Seology

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