In the vast world of search engine optimisation (SEO), link building plays a crucial role in determining a website’s visibility and authority. One essential element of link building is anchor text. In this blog post, we will delve into the intricacies of link building and explore the significant relationship between anchor text and search engine rankings. By understanding the power of anchor text, you can unlock the potential to boost your website’s organic traffic and improve your SEO efforts.

Understanding Link Building

Link building refers to the process of acquiring hyperlinks from other websites to your own. These hyperlinks, also known as backlinks, act as a vote of confidence for your website in the eyes of search engines. The more high-quality backlinks you have, the more credible and authoritative your website appears. Consequently, search engines tend to rank websites with a strong backlink profile higher in search results.

The Role of Anchor Text in Link Building

Anchor text serves as the clickable text within a hyperlink. It acts as a signal to search engines, providing context and relevance to the linked page. The anchor text you choose plays a crucial role in determining how search engines interpret the linked content. When search engines crawl the web, they analyse the anchor text to understand the subject matter and relevance of the linked page.

The relationship between anchor text and search engine rankings can be summarised in two key aspects: relevance and authority. By utilising relevant anchor text, you can indicate to search engines what the linked page is about, assisting in accurate indexing and improved rankings. Additionally, anchor text helps search engines evaluate the authority and credibility of the linked page, further influencing its ranking position.

Importance of Relevant Anchor Text

Relevance is paramount when it comes to choosing anchor text for your backlinks. When the anchor text accurately reflects the content of the linked page, it enhances the user experience by providing clear expectations of what they will find upon clicking. Moreover, search engines consider this relevancy as a positive signal, increasing the likelihood of better rankings for the targeted keywords.

To optimise the relevance of your anchor text, consider the following:

  1. Keyword Placement: Incorporate target keywords naturally within the anchor text, ensuring they align with the content of the linked page.
  2. Contextual Fit: Choose anchor text that seamlessly integrates within the surrounding content, providing a logical connection between the linking and linked pages.
  3. User Intent: Understand the intent behind the target keywords and create anchor text that satisfies the user’s expectations.

Types of Anchor Text

Exact Match Anchor Text

Exact Match Anchor Text and its Characteristics:
Exact match anchor text refers to using the exact keyword or key phrase that you want to rank for as the clickable text in a hyperlink. It matches the linked page’s target keyword precisely. For example, if you want to rank for the keyword “best hiking boots,” your anchor text would be “best hiking boots.”

The benefits and potential drawbacks of using exact match anchor text:

  • Keyword Relevance: Exact match anchor text provides strong keyword relevancy signals to search engines, helping them understand the content of the linked page.
  • SEO Targeting: It can assist in boosting rankings for specific keywords, especially when used in moderation.

Potential Drawbacks:

  • Over-Optimisation: Excessive use of exact match anchor text may raise concerns of unnatural linking practices, potentially leading to search engine penalties.
  • Limited Variation: Relying solely on exact match anchor text can limit the diversity of your anchor text profile, which may appear less natural to search engines.

Partial Match Anchor Text

Partial match anchor text and its characteristics:
Partial match anchor text involves using variations or partial phrases of the target keyword within the anchor text. Instead of using the exact keyword, you incorporate related terms or modify the phrasing while maintaining relevance. For example, if the target keyword is “best hiking boots,” a partial match anchor text could be “high-quality hiking boots for outdoor adventures.”

When and how to use partial match anchor text effectively:

  • Relevance and Variation: Partial match anchor text allows you to target a broader range of related keywords and increase the diversity of your anchor text profile while maintaining relevance.
  • Natural Language: By incorporating partial match anchor text that mirrors natural language, you can improve the user experience and enhance the contextual flow of your content.

Branded Anchor Text

Branded anchor text and its significance:
Branded anchor text uses the brand name or the website’s URL as the anchor text. It emphasises brand recognition and it creates a connection between the anchor text and the linked website. For example, “Neil Manchip” or “” can be used as branded anchor text. It is worth noting that sometimes the URL is not seen as a branded anchor text but in fact a naked URL. Please keep that in mind.

Advantages of using branded anchor text for link building:

  • Brand Authority: Branded anchor text reinforces the authority and credibility of your brand, signalling trustworthiness to search engines and users.
  • Natural Link Profile: Incorporating branded anchor text helps diversify your anchor text profile, contributing to a more natural and balanced link building strategy.
  • Navigational Purposes: Branded anchor text aids in driving direct traffic to your website when users click on the anchor text, improving user engagement and brand visibility.

Generic Anchor Text

Generic Anchor text and its use and purpose:
Generic anchor text uses non-descriptive terms such as “click here,” “learn more,” or “read this article” as the anchor text. These phrases do not provide specific keyword targeting but serve as general calls to action or navigational prompts.

The appropriate usage of generic anchor text in link building:

  • Versatility: Generic anchor text can be used in situations where specific keyword targeting is not necessary or when the emphasis is on the action or destination rather than keyword relevance.
  • Diverse Link Profile: Including generic anchor text in your backlink profile contributes to a varied and natural linking pattern.
  • User Experience: Generic anchor text can provide clear instructions to users, indicating what they can expect by clicking on the link.

By understanding the characteristics and applications of each type of anchor text, you can craft an effective link building strategy that combines relevance, diversity, and user experience to improve your website’s search engine rankings and overall SEO performance.

The Art of Balancing Anchor Text Diversity

While relevance is vital, it’s equally important to maintain a diverse anchor text profile. Over-optimisation or excessive use of exact match anchor text can raise red flags for search engines, potentially leading to penalties. By diversifying your anchor text, you demonstrate a natural linking pattern, which is more authentic and less likely to trigger search engine scrutiny.

Consider the following strategies for anchor text diversity:

  1. Branded Anchor Text: Use your brand name or website URL as the anchor text. This approach establishes brand recognition and builds a natural and authoritative link profile.
  2. Partial Match Anchor Text: Include variations of your target keywords or use long-tail keyword phrases within the anchor text. This technique allows you to capture a broader range of relevant search queries.
  3. Generic Anchor Text: Utilise generic phrases such as “click here,” “read more,” or “learn more.” While these may not offer keyword targeting benefits, they contribute to a diverse and natural backlink profile.

The Future of Link Building and Anchor Text

As search engines continue to refine their algorithms, the landscape of link building and anchor text may evolve. It is crucial to stay updated with industry trends and best practices to ensure the long-term success of

your SEO efforts. Adapting to changes, while maintaining a focus on relevance and diversity, will remain vital for effective link building.


Link building and anchor text form a symbiotic relationship that greatly influences a website’s search engine rankings. By strategically choosing relevant anchor text and diversifying your linking profile, you can enhance your website’s visibility and authority. As you embark on your link building journey, remember that quality and relevance should always be at the forefront. By consistently applying these principles, you will pave the way for sustainable SEO success.

Neil Manchip SEO Consultant