Anchor Text Best Practices: A Complete Guide

Anchors are clickable links that connect one page, section, or resource to another. In HTML, an anchor is created with the <a> element. In search optimization, the visible words within that link are called anchor text. Used carefully, anchors improve navigation, clarify page relationships, and help search engines interpret content. Used poorly, they can confuse readers, create accessibility problems, or appear manipulative.

Essential Concepts

• Use descriptive anchor text.
• Link to relevant, trustworthy pages.
• Make links easy to identify.
• Avoid excessive exact-match keyword links.
• Check internal and external links regularly.
• Write accessible links that make sense without surrounding text.

What Is an Anchor?

An anchor is an HTML element that creates a hyperlink. A basic example looks like this:

<a href="https://example.com">Read the article</a>

The href attribute specifies the destination. The words “Read the article” form the anchor text, which users see and select.

Anchors can point to several types of destinations:

• Another page on the same website
• A page on a different website
• A specific section on the current page
• An email address
• A file, such as a PDF
• A telephone number on a mobile device

An internal page link may look like this:

<a href="/gardening/planting-tomatoes/">planting tomatoes</a>

A link to a section of the same page uses an ID:

<a href="#care-instructions">See care instructions</a>

The destination section must contain the matching ID:

<h2 id="care-instructions">Care Instructions</h2>

Why Anchor Text Matters

Anchor text gives readers a concise description of the linked destination. It also provides search engines with contextual information. For example, “how to prune blueberry bushes” communicates more than “click here.”

Good anchor text is:

• Specific
• Relevant to the destination
• Brief
• Natural within the sentence
• Understandable when read by itself

Weak anchor text includes vague phrases such as “click here,” “learn more,” or “this page,” especially when several links use the same wording. These phrases are not always wrong, but they provide little information for users who scan a page or use a screen reader’s link list.

Instead of writing:

For more information, click here.

Write:

Read our guide to pruning blueberry bushes.

The second version identifies the subject and sets a clear expectation.

Internal Anchor Best Practices

Internal links connect related pages within the same website. They help readers find supporting information and help search engines understand a site’s structure.

Link to a page only when it adds value to the current discussion. A recipe article might link to posts about food safety, ingredient substitutions, or proper storage. A home repair article might link to guidance about tools, materials, or maintenance.

For additional guidance on choosing useful link wording, see this guide to writing better anchor text for internal links.

Use descriptive text that reflects the destination. The anchor should not promise information that the linked page does not provide. Misleading wording increases frustration and can weaken trust.

Place important internal links within the main body of the article. Navigation menus, footers, and sidebars have a purpose, but contextual links often provide stronger meaning because they are surrounded by related content.

Avoid adding several links to the same destination in one short passage unless each link serves a distinct purpose. Excessive repetition can make an article difficult to read.

External Links and Attributes

External links lead to other websites. They can support factual claims, direct readers to primary sources, or provide additional instruction. Link to sources that are relevant, stable, and appropriate for your audience. For a practical example of how anchor-related details can be presented in a specialist publication, review Kayak Angler’s article about anchors.

Use rel="nofollow" when a link should not pass ranking credit, such as certain paid or sponsored links. Paid placements should also use rel="sponsored" where appropriate. User-generated links may use rel="ugc".

Example:

<a href="https://example.com" rel="nofollow">Source information</a>

For links that open in a new browser tab, use:

<a href="https://example.com" target="_blank" rel="noopener">Visit the source</a>

Opening a new tab is not always necessary. It can interrupt a user’s expected browsing behavior, particularly on mobile devices. Use it selectively and make the behavior clear when it matters.

Anchor Text and Search Optimization

A sound linking practice does not rely on repeating one target keyword. Search engines evaluate the surrounding content, the destination page, the source page, and the overall pattern of links.

Use varied wording that accurately describes the destination. For a page about composting, suitable anchors might include:

• composting basics
• how to start a compost pile
• kitchen scraps for compost
• compost maintenance tips

Do not force keywords into sentences where they sound unnatural. Do not create links solely to influence rankings. A reader-centered link is more useful and less likely to appear deceptive.

Accessibility Considerations

Accessible anchors make sense to people with different methods of browsing. Screen reader users may review a list of links without reading the surrounding paragraph. Each link should therefore communicate its purpose on its own.

Avoid linking an entire paragraph. A short phrase is easier to scan and select. Make sure linked text has sufficient color contrast and is visually distinct from regular text. Color should not be the only sign that text is clickable.

Do not use empty anchors unless they serve a specific technical purpose. Confirm that keyboard users can reach and activate every link in a logical order.

Common Anchor Problems

Broken links lead to missing pages and reduce confidence in a website. Review important links after changing URLs, removing pages, or migrating a site. Redirects can preserve access, but too many redirects may slow the experience and complicate maintenance.

Other common problems include:

• Linking to pages that require an unexpected login
• Using vague text for several different destinations
• Adding links that do not support the surrounding content
• Creating long, difficult-to-read URLs as visible text
• Linking to unsafe or unreliable sources
• Using too many links in a single paragraph

A regular link review can identify these issues. Focus first on high-traffic pages, important conversion paths, and articles that receive frequent updates.

FAQs

What is the best anchor text?

The best anchor text briefly and accurately describes the linked page or section. It should sound natural in the sentence and remain understandable without extra explanation.

Is “click here” bad anchor text?

“Click here” is not automatically wrong, but it provides little information. Descriptive wording is usually clearer for readers, search engines, and assistive technology.

How many internal links should an article contain?

There is no fixed number. Add an internal link when it helps the reader understand the subject or continue to a relevant page. Remove links that add repetition or distraction.

Should external links open in a new tab?

Usually, no. Opening a new tab changes the expected browsing behavior and can create problems for some users. Use a new tab only when there is a clear reason, and apply appropriate security attributes.

Can anchor text affect search rankings?

Anchor text can help search engines interpret the destination page, but it is one signal among many. Accurate, varied, reader-focused wording is preferable to repeated keyword phrases.

How can I find broken anchors?

Use a website crawler, a link-checking tool, or server and analytics reports. Review the reported destination manually before changing the link, because some tools may flag temporary errors or restricted pages.