The Importance of Anchor Text in SEO

Anchor text has long been considered an essential component of SEO best practices, especially with Google. At the time this article was written, Google has a massive share of the search engine market.

Anchor text, which refers to the click-able words or phrases within a piece of copy, not only provides context to users about the page they’re about to visit but also plays a role in search rankings. Take for example the link I shared in the beginning of this blog post referring to Google’s market share.

Its importance of anchor lies in its ability to signal to search engines about the content and relevance of the page that a link is pointing to.

Anchor Text and Search Engines

Illustration of an anchor on a beach being displayed on a laptop

Providing Context to Users and Search Engines

When a user encounters anchor text within a piece of content, it serves as a preview of the page they will be directed to. The descriptive nature of anchor text helps users identify the links they’re searching for quickly. For instance, if an article makes a bold claim, users may want to verify the information by scanning for the source link.

In such cases, generic anchor text like “click here” is unhelpful and fails to guide users effectively. Furthermore, anchor text enables search engine crawlers to associate URLs with specific keywords or key phrases, aiding in the indexing and ranking process.

Enhancing User Experience and Accessibility

Optimizing user experience is crucial for securing higher search rankings. Anchor text plays a vital role in achieving this goal. Imagine a visually impaired user relying on a screen reader to navigate websites. If all the anchor text on a page is nondescript, such as “click here” or “read more,” it would be frustrating for that individual to determine the relevance of the website links.

Accessibility is a fundamental component of a good user experience, and search engines like Google prioritize it as well. By utilizing descriptive text, not only can you cater to visually impaired users, but also enhance the overall accessibility of your website.

How Anchor Text Fits with SEO

Google’s Understanding of Target Pages

Google aims to provide users with the most relevant search results, which requires understanding the content of linked pages. By analyzing the words used in the anchor text, search engines can gain insights into the nature and topic of the target page.

Illustration of a laptop displaying an anchor in the ocean

If a page links to a URL using the descriptive text “top 10 restaurants in Ottawa,” Google deduces that users are being directed to a page containing information about the best restaurants in Ottawa.

Descriptive anchor text assists search engines in accurately indexing and ranking website pages.

Avoiding Manipulation and Overuse

In the past, manipulative practices involving keyword-rich anchor text were widespread. Website owners would overuse exact match anchor text to manipulate their rankings. However Google realized the abuse of anchor text as a ranking factor and took action to rectify the situation.

The introduction of the Penguin algorithm update in 2012 targeted manipulative link-building tactics, discouraging the overuse of exact match anchor text. Today, attempts to game search rankings through such practices are more likely to be ignored or penalized.

The Evolution of Anchor Text as a Ranking Factor

Following the Penguin update, the weight of anchor text as a ranking factor has significantly decreased. While it remains important in the SEO process, its influence is nowhere near the level it once was. Google acknowledges that anchor text is still utilized in search rankings to gain a deeper understanding of website pages, enabling relevant results for user queries.

However, the focus now lies more on providing high-quality, informative content rather than solely relying on keyword-rich anchor text for favourable rankings.


In conclusion, anchor text plays a significant role in both user experience and search rankings. The descriptive nature of text provides context to users and helps search engines accurately index and rank website pages.

By using informative text instead of generic phrases, websites can enhance user experience, especially for those with visual impairments.

It is still essential to remember that text remains an important aspect of the SEO process. By balancing content quality, relevance, and descriptive text, websites can optimize their pages for both users and search engines.

While manipulative practices involving the overuse of exact match anchor text have been penalized, it’s essential to remember that anchor text remains an important aspect of the SEO process.

By balancing content quality, relevance, and descriptive text, websites can optimize their pages for both users and search engines.


How should I choose anchor text for my links?

When selecting anchor text, aim for descriptive phrases that accurately represent the target page’s content. Use relevant keywords, but avoid over-optimization or keyword stuffing.

Can I use generic anchor text like “click here”?

While it’s not recommended, you can use generic anchor text sparingly if it is the most appropriate option for the context. However, descriptive anchor text is generally preferred for both user experience and SEO purposes.

Are there any penalties for using over-optimized anchor text?

Over-optimized anchor text, particularly through keyword stuffing or manipulative link-building tactics, can lead to penalties or a disregard of the anchor text by search engines. It’s important to use anchor text naturally and in moderation.

Can I build links without using anchor text?

Although building links without anchor text is possible, utilizing descriptive anchor text offers several advantages. It enhances the user experience, provides context to both users and search engines and contributes to better search rankings.

Topics: SEO Tips, Website Accessibility
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