What are they?
- Anchor text is the visible characters and words that hyperlinks display when linking to another document or location on the web.
Why are they important and how do they work:
- Search engines use this text to help determine the subject matter of the linked-to document.
- In the example (below), the link would tell the search engine that when users search for ”Deals.org.uk B2B site”, that https://deals.org.uk/marketing/ is a relevant landing page to serve in results.
If many links point to a page with the ‘right’ keywords in their anchor text, that page will have a better chance of ranking for that phrase. The anchor text also gives the user an idea of what they can expect from the page they would visit if they click.
Although it may be tempting to repeatedly use the same anchor text, this can be seen as a spam tactic. A diverse profile of anchors is important to mitigate any potential risks to linkbuilding.
Types of anchors used can include: exact match (specific keyword, e.g. deals), phrase match (phrase including the keyword, e.g. check out these great deals) and generic match (non-keyword, e.g. check it out).
How to use anchor text for SEO
You can use anchor text to help your most important landing pages rank for words that you think you “deserve” to rank for – this will improve their organic performance. Anchor text as an SEO tactic can be used both for links within your own websites as well as links from other websites.