How to Use Anchor Text Safely for SEO Gains

Anchor text is just the bit of text you click on when there’s a link. But what you might not know is that Google actually looks at that text to figure out what the page you’re linking to is all about.

Now, if every link to your site uses your exact target keyword, say, “best SEO agency in London” over and over, then that’s going to raise some red flags. It looks forced. It looks manipulative. And Google’s spam filters are smart enough to pick up on that.

Creating Natural Anchor Text Variation

So, what do you do instead? Mix it up. Sometimes you’ll use an exact match like “SEO checklist.” That’s fine - in moderation.

Other times, go with a partial match, like “this free SEO checklist tool” or “check out our full SEO checklist here.” It still gives context, but it sounds way more natural.

Then there’s branded anchor text, like using your company name - that’s always a safe bet. It builds trust, and it’s normal. But it won’t help you rank for specific keywords unless your brand name is the keyword.

You’ve also got the generic stuff, like “click here,” “learn more,” or “this article.” These don’t add keyword value, but they make your profile look natural, which is still important too.

And then there’s naked URLs, you know, just pasting the link itself like “yourwebsite.com.” Again, not keyword-rich, but totally normal and expected in citations or lists.

Internal vs External Links

When it comes to internal links, like linking between your own blog posts or product pages, that’s your playground. You’ve got full control over the anchor text, so use keywords more strategically while still keeping things varied.

For external links, you usually don’t get to choose the anchor text. But if you’re doing outreach or partnerships, just suggest something that flows in their content - but don’t force keywords for the sake of it.