Anchor text refers to clickable words or images that link to another page, either within your website or to an external site. Anchor text is part of your internal linking structure and plays an important role in both user experience and SEO. In this article, you’ll learn what anchor text is, why it matters for search engines, what types exist, and how to use them effectively.

What is anchor text?

Anchor text is the clickable text or image that links to another page—either on your own website or on an external site. It usually appears in a different color than the surrounding text and is often underlined, making it clear what users can click on.

Example: Want to learn more about alt text? Click on the link.
In this case, “alt text” is the anchor text.

Anchor text is also referred to as link text. Although it’s most often a word or phrase, images can also be used as anchor text when they serve as a clickable link.

Why is anchor text important for SEO?

Anchor text is important for SEO because it contributes to your website’s structure, influences how search engines evaluate pages, clarifies the topic of the linked page, plays a role in link building, and helps build domain authority. Poorly chosen anchor text can reduce the value of a link.

Anchor texts are part of on-page SEO. By adding links to other pages within your own website, you build a logical site structure—known as internal linking. Every link contains anchor text, and search engines use this text to assess the relevance of the linked page.

Anchor text provides context by indicating what the linked page is about. The clearer the anchor text, the better search engines can understand the content and assess its relevance.

Anchor text is also used in external links, which is part of link building—when another website links to yours using descriptive text. Well-written anchor text in backlinks strengthens your domain authority and improves your visibility in search results.

Note: Unnatural, irrelevant, or misleading anchor text can lower the value of a link. That’s why it’s important to use anchor text deliberately—whether you’re creating the links yourself or working with an SEO agency.

Types of anchor texts

There are six different types of anchor text: keywords, images, URLs, names, generic text, and topics. Each type serves a specific purpose and has a different impact on SEO. Below we explain them all:

1. Keywords

The most important type of anchor text for SEO is keyword-based anchor text. These links directly tell search engines what the target page is about and help improve its ranking.

Use the main keyword of the target page as your anchor text. Integrate it naturally into the sentence. You can also use keyword variations, synonyms, or long-tail keywords to keep the anchor text unique. Additional words are often added to make the link flow naturally within the sentence.

2. Images

In this case, the anchor text is an image. When users click on the image, they are taken to another page. Always include a descriptive alt attribute, as search engines use this to understand the context of the image link.

3. URLs

This form uses the full URL as the clickable anchor. For example: https://example.com/page. You can also use the domain name or brand URL. These links are functional but less descriptive and not optimal for SEO unless used intentionally.

4. Names

Anchor text can also consist of names—such as brand names, personal names, product names, or service names. Using branded anchor text is increasingly common and encouraged, as Google values brand authority and trustworthiness.

5. Generic Text

These are common phrases like “click here” or “read more.” They do not describe the linked page and offer no SEO value. While usable, they are not recommended if you’re aiming for better visibility in search engines.

6. Topics

If you’re linking to a page that doesn’t target a specific keyword, use the topic or subject of the page as anchor text. This keeps the link logical and relevant for users while maintaining clarity.

Anchor text tips

Keep the following points in mind when writing anchor text:

  • Use keyword-based anchor text as often as possible (the first type from the list).
  • Know the primary and secondary keywords of the page you’re linking to.
  • Incorporate these keywords, synonyms, and variations naturally into your text.
  • Use a variety of anchor texts to avoid over-optimization.
  • Make sure external links open in a new tab so users don’t leave your website.
  • Check which anchor texts are being used in backlinks to your site.