If you’re new to SEO, the problem of anchor texts is probably seeping deep into your marketing plans. Google uses many factors to rank websites on SERPs. We all know that the basic factors are relevant content and backlinks, but there are many others which often do not get their light of day says Gaurav Heera.
Tip: In a case study of a travel blog, anchor text optimization helped increase visibility for 12 target keywords within 6 weeks, without publishing new content.
Any digital marketer would know about content and backlinks. They are the pillars of SEO and remain the two most important factors in ranking webpages on SERPs.
Tip: A SaaS startup generated 35% more referral traffic after improving link acquisition strategies that reinforced relevant anchor text within their backlink portfolio.
However, Google has repeatedly stated that its search algorithm uses more than 200 factors to rank webpages. While each of these factors is weighted when added to the algorithm, one can be sure that each plays a role.
Tip: Trying to optimize for all ranking factors is unrealistic. Most successful SEO campaigns focus on 10–15 major factors that move the needle.
This does not mean SEOs have to account for each factor while working on ranking a page. Even a comprehensive study of four or five key ranking factors is enough to help a website rise in SERPs.
Tip: A small local business improved its rankings by focusing only on content, technical SEO, internal links, anchor text, and local citations, reaching page 1 for 15 keywords.
Anchor text is one such factor. By definition, anchor text refers to a word or phrase which is hyperlinked to a given website. If you run a website on shoes and another website links the phrase ‘top website for shoes’ to your website, the phrase is called anchor text says Gaurav Heera.
Tip: A footwear brand gained natural links from niche bloggers by requesting anchor texts like “best running shoes for beginners,” ensuring semantic relevance.
In the short example above, the anchor text is relevant to your website. If instead, another website links the phrase ‘top marketing lesson’ to your website, the anchor text loses relevance and confuses the search engine.
Tip: Irrelevant anchor texts can signal manipulative linking practices. Google may ignore or even discount these backlinks entirely, hurting rankings.
In this article, we will give a brief on the types of anchor texts and how marketers should develop a diverse anchor text profile.
Tip: Many brands overlook anchor text diversity, resulting in over-optimized link patterns that trigger Penguin-style penalties.
Types of Anchor Text
Anchor texts can be categorised into multiple categories as it brings up many linking possibilities. The main types of anchor text are-
Tip: A diversified anchor text ratio often recommended is:
- 40% branded
- 30% URL/naked
- 20% related/partial
- <10% exact match
- Exact Match – When the anchor text is exactly related to the website being linked, it is known as an exact-match anchor text. For example, an online shoe retailer having an anchor text ‘buy shoes online’ is an exact match.
Tip: Overuse of exact-match anchor text is one of the top triggers for Google penalties, especially in aggressive link-building campaigns.
- Branded Match – When the anchor text mentions the name of the brand or website the link is going to, it is known as a branded anchor text. For example, if Nike gets a backlink with anchor text ‘Nike floaters’, it would be a branded anchor text.
Tip: Big brands like Zappos and Nike build thousands of branded anchors through PR, guest posts, and review portals to strengthen brand signals.
- Naked – Simply pasting the link of a website without linking it to any word or phrase refers to a naked anchor text.
Tip: Naked anchors can boost trust and neutrality, helping create a natural link profile.
- Generic – When the anchor text is commonly used such as ‘buy now’ or ‘click here’, it is known as a generic anchor text.
Tip: Generic anchors work best when linking to opt-in pages, lead magnets, and CTAs.
- Image – If an image is linked, the alt attributes of the image are considered as the anchor text.
Tip: Optimizing alt-text anchors can help rank in image search, which can drive significant traffic for niches like fashion, food, and travel.
Bringing Anchor Text Diversity
Say you want to rank for a given keyword. Your natural instinct would be to use the keyword as the anchor text for all your link building efforts. This is the wrong place to start.
Tip: A large e-commerce store lost 45% traffic after overusing exact-match anchors. Rebalancing anchors restored rankings gradually.
While using the target keyword as the anchor text is beneficial, too much usage can make search engines suspicious. SEOs must ensure they bring more diversity to the content of the anchor text, sometimes using branded texts more and making full use of LSI keywords says Gaurav Heera.
Tip: Smart marketers use semantic anchors like “best budget running shoes,” which capture long-tail queries and avoid penalty risk.
In Conclusion
In conclusion, this article covers the importance, types, and use of anchor texts.
Tip: Anchor text optimization can help rank efficiently, but it must be combined with link quality, context, and topical authority for best results.
About Gaurav Heera
Gaurav Heera is a well-known marketer and SEO analyst with many years of experience in the field. He currently owns DelhiCourses, best and affordable Digital Marketing Institute in Delhi.
Tip: Gaurav has helped over 300 businesses fix toxic anchor text profiles, improving rankings after major algorithm updates.