Links and authority
Anchor text
Anchor text is the clickable text of a link. It tells readers and search engines what the linked page is about.
Types of anchor text
- Descriptive: "our guide to keyword research".
- Branded: "Marketo Studio".
- Exact match: the exact target keyword.
- Generic: "click here" or "read more".
Best practice
Use descriptive anchor text for internal links. For backlinks, a natural mix of branded and descriptive anchors is normal; lots of identical exact-match anchors can look manipulative.
Frequently asked questions
Yes, it helps search engines understand the linked page, especially for internal links.
It isn't harmful, but it wastes the chance to describe the destination, for readers and screen readers too.