Definition

The anchor text is the clickable text of a hyperlink. It plays a major role in how search engines understand the link: it describes the destination page.

Types of anchors

• Exact match: uses the target keyword (“IP software”)
• Partial: contains the keyword in context (“our dedicated IP software”)
• Branded: brand name (“IPzen”)
• Naked URL: ipzen.com
• Generic: “click here”, “read more”
• Image: anchor pulled from the alt attribute

Best practices

• Diversify anchors to avoid over-optimisation
• Use descriptive internal anchors (see internal linking)
• Avoid “click here” anchors that carry no semantic value
• For international SEO, translate anchors in line with hreflang
• For inbound backlinks, target a natural profile (branded + partial dominant)