Anchor text is the clickable words that make up a link, the part you actually read and click.
It tells both people and Google what the linked page is about. A link with the anchor "best running shoes" signals the target page is about running shoes.
The simple version: The visible label on a link, a small hint about where it goes.
What it does for you
- Context. It helps Google understand what the linked page covers.
- Relevance signal. Descriptive anchors from trusted sites strengthen rankings.
- Trust. A natural mix of anchors looks earned, not manipulated.
Keep it natural
- Be descriptive. Use real words, not "click here" or a bare URL.
- Vary it. The same exact phrase on every link looks engineered.
- Avoid stuffing. Over-optimised exact-match anchors can trigger spam filters.
Frequently asked questions
What is the best anchor text for SEO?
Descriptive text that reflects the linked page, used naturally. A mix of exact phrases, brand names and plain wording looks earned; the same exact-match phrase everywhere looks engineered.
Can anchor text hurt my rankings?
Yes, if it is over-optimised. Lots of identical exact-match anchors from low-quality sites can trigger spam filters, so keep it varied and natural.
Does anchor text matter for internal links too?
Yes. Descriptive internal anchors help Google understand what your own pages are about and pass relevance between them, so avoid "click here" inside your site.