What is an anchor text and how important is it in SEO? Find out everything in our complete guide

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The power of links in SEO is enormous. Thanks to them, Google can identify which sites are most relevant to users' searches and, thus, give them a better position in the search results.

The logic is this: if a page receives a lot of references from other authoritative websites in that niche, it means that it is relevant within its market. That is why link building is so important for website optimization.

Within this logic, there is another relevant factor that the search business owner database engine also evaluates, in addition to the quantity and quality of links for a page: its anchor text .

So, if you are committed to SEO work for your website, you should know the power of this factor. But you should also know the care you need to take when using it, so as not to be penalized by Google.

In this post, we're going to clarify everything related to anchor text, show you its importance, and present you with the best tips for using it correctly. Shall we begin?

What is an anchor text?
Anchor text is the visible text that is clicked to access a link that takes you to another page. For example, in the phrase "investing in SEO is important", the word "SEO" is the anchor text of the link. In HTML , you'll see the code like this:

<a href=”https://rockcontent.com/es/blog/que-es-seo/”>SEO</a>
In texts on the Internet, it is common to find links that take the user to other pages that provide more information. In this way, anchor texts prevent information from being limited to the text being read, since the links are inserted naturally in the context of a sentence and enrich the content.

Therefore, anchor text accurately describes the content of the landing page and contextualizes both the user and the search engine about what they will find on it.

What is its importance in SEO?
The anchor text is one of the main factors evaluated by Google to identify what the page that received the link is about and, thus, index it for this matter .

In the example we mentioned above, the page receives a link with the anchor text "SEO". This way, the search engine understands that the content is about that topic.

Let's imagine that other websites also create links to that page, but using other terms in the anchor text, such as "website optimization" or "search engine optimization." These pages are also helping Google understand the topic addressed, since the search engine is already able to understand the semantics of the words and, in this case, they all refer to the same topic.

Therefore, if several websites use "SEO" or other related terms as anchor text, Google indexes that page for these keywords giving it a good position in the search results that are related to these terms.

This logic applies both to backlinks received externally and to links created internally, since both strategies help to position a page.

Of course, there are many other factors that influence indexing and positioning, but anchor text is an important element that should always be considered.


Algorithm Updates
When Google started considering anchor texts as a ranking factor, it was very easy to get a good position for a certain keyword.

All that was needed was to create links massively, internally and externally, using exactly the desired term in the anchor text to be well positioned in searches.

However, this created a poor user experience and Google had to revise its criteria regarding this factor.

It was then, in 2012, that the Penguin update transformed the link building scene. Websites that built links artificially and without quality started to be penalized.

After that update, the algorithm began analyzing the profile of links created for a page as a way to track manipulation attempts.

Today, if there is an excess of links with exact anchor text (i.e. all with the same keyword for which they want to rank), it can be considered a sign of spam.

The idea is that sites are linked naturally, thanks to their content and not through black hat practices .

And if you receive links naturally, it is also natural that the anchor texts vary. Therefore, you must understand how to use keywords, avoiding excessive repetition so that Google does not penalize you.

Continue reading to better understand how to use them correctly!

Types of anchor text
In order to avoid always using the same keyword in the anchor text, it is interesting to use different variations. This way, you not only avoid the algorithm interpreting that you are spamming, but also offer more resources for Google to understand your page.

There are several different types of anchor text that can be used. We'll discuss a few of them below!

Exact correspondence
E.g.: Discover everything about SEO

It is the exact use of the keyword you want to rank well for, which tells Google exactly what the target page is about. In the example above, we want to rank for the SEO term, so only that term is used as anchor text.

The only caveat is that we cannot overuse the term exact. When a page receives many exact match links, that can trigger an alert in the search engine about a possible manipulation attempt .

Partial correspondence
E.g.: Learn all about SEO techniques

To avoid using only exact match, you can use partial match. In this case, the anchor text includes the keyword along with other terms that also inform the subject of the page for Google. This way, the link turns out to be more natural.

Long tail
E.g.: Learn all about search engine optimization techniques (SEO)

This is also a type of partial match. The difference is that the anchor text becomes longer when other terms are used.

In this way, the landing page is strengthened in positioning for more specific searches .

Imagine someone searching on Google for the terms in this example. They are much more specific than just "SEO" and therefore there is also less competition.

However, it's important not to overdo the size. To get it right, think about the words people naturally use to perform a search.

Semantic
Eg: Find out all about website optimizations

Another way to get away from exact matching is by using synonyms of the keyword .

In this way, the anchor text adds semantic value and helps the search engine to have greater precision about the subject of the page.

This is especially useful when the anchor text uses ambiguous terms. For example, the word "memory" can refer to different topics. But if the intention is to talk about computers, using the synonym "RAM" helps Google better understand its semantic field.

Generic
Eg: Discover everything about SEO: click here

Expressions like "click here", "find out more", "learn more", etc. are classified as generic anchor text. After all, they can be used with any type of link.

The problem is that these terms do not add any semantic value to the anchor text and should therefore be avoided.

Imagine, for example, if someone types "click here" into Google. Surely, that example page would not appear in the results.

Brand
Eg: Discover everything about SEO on Rock Content

This is the use of the brand name (of the website or blog) as anchor text. This type is often used in natural external references, so it is hardly considered spam.

However, it doesn't give Google much information about what the content is about.

Brand with keyword
Eg: Discover everything about SEO on Rock Content

On the other hand, the use of the brand, blog or website in the anchor text, together with the keyword, is more relevant information for the search engine and helps the brand position itself as a reference for that term.

URL
E.g.: Discover everything about SEO at https://rockcontent.com/es/blog/que-es-seo/

This type of anchor text uses the target page's own URL. If you use that option, make sure you're using a friendly URL , so Google can easily understand it.

Image
Links do not need to be created only in text, images can also reference other pages.

In this case, Google reads the "alt" tag as anchor text. That's why we emphasize the importance of completing this tag to optimize your images .

seo guide
Tips to optimize anchor text
Now that you know the types of anchor text, let's look at some tips to optimize its use in favor of the positioning of your pages in Google results.

Use the various types
The most obvious thing to do is to use exact match to objectively show Google what your keyword is.

However, as we said, this practice can be interpreted as spam when used excessively. So, use the different variations we mentioned.

For each page, you can create a list of anchor text , with synonyms, related words, and other possibilities. This way, the terms will vary and appear natural to the search engine.

Always think about the user
SEO professionals know the importance of anchor text for good positioning.

However, some people focus so much on optimization that they end up harming the user experience with artificial keyword stuffing.

There is a small rule that applies to the entire SEO strategy: think of the user first . If he has a good reading experience, Google will recognize it .

Therefore, use anchor text naturally, promoting pleasant reading and taking advantage of the different types we mentioned above.

Use it in relevant contexts
The more relevant the content on the page is to the anchor text, the better your ranking will be.

For example, if your search term is "SEO tips," the anchor text will carry more weight with Google in a post about SEO than in the footer of any website.

The logic is simple:

If a specialized SEO text creates a link to your website, it means that you are a reference on the topic. Therefore, the ideal is for the anchor text to be as close as possible to the context of the page.

This is especially true for your link building and guest posting strategy (as we'll see later). You should focus on earning backlinks from relevant websites in your niche and not asking for citations on random pages. Quantity counts, but quality is much more important .

Pay attention to guest posts
You won't always have control over the backlinks you receive. One of the cases in which we know on which site and how the link will be created is the guest post , that is, when you are invited to write on another blog as a specialist.

Take advantage of the fact that you have a domain over this post and create a smart link to your blog.

If you have good relationships, your pages can be linked—with good anchor texts—by authorities in your area , which Google places great value on.

However, since link building practices are always in the search engine's sights, it is recommended not to use exact match in guest posts, as it may indicate an artificial link. When in doubt, it prevents Google from mistrusting your website.

Since we mentioned strategy, we also invite you to download our complete and free material on how to make Guest Posts perfectly.

Take advantage of internal links
Links between internal pages of your website also have a powerful impact on positioning, in addition to improving user navigation.

So, use this resource wisely as well, using the most authoritative pages to convey relevance to others that have less visibility.

Take advantage of the fact that this is a type of link over which you have complete control. Show Google, with the anchor text, the subject of the pages you want to rank and for which terms they should be indexed. And, again, do not abuse the exact match.

Monitor your anchor texts
As we said, most of the external links you receive are not under your control, in the end, if you have good content, the references will arise naturally.

So, you need to monitor the backlinks you receive to know what anchor texts they are using.

A basic Excel spreadsheet already helps you manage your keywords and avoid excessive repetition. Some tools, such as SEMrush , Monitor Backlinks and Ahrefs, present a report of the anchor text used for a given page and help you monitor it.

This way, you can see if there are links from untrustworthy sites or the possibility of being considered spam.

If you find an anchor text that is hurting your pages, try contacting the website administrator and asking them to change the term to something more suitable.

A good neighborly policy is essential for such moments!

Conclusion
Anchor text is an important element of your SEO strategy. The problem is that, often, the creation focuses on content, titles and images and the anchor text is left in the background.

And, as we have seen, some oversights can cost you a penalty from Google. Therefore, it is necessary that you know the good practices and the possibilities of use and, most importantly, that you remember to apply them.