Reviewed July 2026. This article was substantially updated to reflect current web standards and practices.
Anchor text is the clickable text of a link. Its primary job is to set an accurate expectation about the destination. Clear anchor text improves navigation, accessibility, internal discovery, and search engine understanding.
Write links that make sense alone
Prefer specific text such as 'website accessibility checklist' over 'click here' or a pasted URL. Keep it reasonably concise and relevant to both the current page and the destination.
Use internal links as information architecture
Link related pages where the relationship helps the reader continue a task or understand a topic. Do not force the same keyword phrase into every link. Natural wording varies with context.
Do not manufacture external anchors
Buying keyword-rich links, placing optimized links in low-value guest posts, and using comments or widgets to create backlinks can violate search spam policies. Earn editorial references and let the publisher describe the destination naturally.
Make links technically crawlable
Use a real a element with an href. Linked images need useful alternative text. Google's link best practices emphasize descriptive, concise, relevant text rather than exact-match manipulation.
Internal anchor text examples
On a service overview, a link labeled 'website design process' sets a clearer expectation than 'learn more.' In an article about site maintenance, 'WordPress security checklist' is more useful than repeating an exact commercial phrase. A phone or email link should expose the number or address when that is what the visitor needs.
Accessibility considerations
People using screen readers may navigate through a list of links without the surrounding paragraph. Repeated links called 'read more' become difficult to distinguish. Avoid putting an entire long card inside a link when a concise title link and clear supporting text will do. Make focus states visible and keep adjacent links far enough apart for touch.
Sitewide anchor review
- Find empty links, linked images without useful alternatives, and controls implemented without
href. - Replace vague repeated labels with destination-specific language.
- Check that important pages receive contextual internal links from related content.
- Remove broken, redirected, and obsolete destinations.
- Review templates for keyword-rich links repeated across every page.
- Check sponsored and user-generated links for appropriate qualification.
Anchor text is one signal among page content, site structure, and many other factors. Write it to help someone choose the next useful destination. That approach supports accessibility and search understanding without trying to control how external sites describe the brand.