In link building, the anchor text refers to the clickable text of a hyperlink. This text is an important signal for search engines because it provides clues about the page the link points to. A well-crafted link building strategy relies not only on the quality of the referring sites, but also on the diversity and smart use of anchor texts.
The different types of anchor texts
1. Exact match anchors
These anchors contain the exact keyword you’re targeting in your SEO strategy. For example, if your target query is “trail running shoes”, a backlink using the anchor trail running shoes is an exact match anchor.
Advantages:
- High relevance for SEO.
- Clearly signals the topic of the destination page.
Disadvantages:
- Excessive use = risk of penalty (over-optimization).
- Should be used sparingly, especially in a diversified anchor profile.
2. Partial match anchors
These include the main keyword surrounded by other words, which makes them appear more natural. For example:
Check out our trail running shoes for muddy terrain.
Advantages:
- Less risky than exact match anchors.
- Allows subtle keyword targeting while varying phrasing.
3. Generic or neutral anchors
These are anchor texts without any keywords, such as:
- click here
- learn more
- visit the website
Use cases:
- Adds humanization to your link profile.
- Essential for preventing over-optimization.
- Can be used strategically to dilute anchor ratios.
4. Branded anchors
These use the brand name only, such as Nike, Monoprix, or FePSeM.
Why use them:
- Signals a natural citation.
- Great for strengthening brand authority.
- Especially useful in brand awareness or media link acquisition strategies.
5. URL anchors
This involves using the page address or site URL as the anchor, for example:
https://www.exemple.com
Ideal context:
- Often used in company profiles or directories (EMD, directories, media listings).
- Good way to earn a link without using keywords (except in EMD: Exact Match Domain cases).
- Low direct SEO potential but valuable for diversity and natural link profile.
Beyond the visible anchor, the HTML link attribute plays a crucial role in how authority is passed. Here’s what you need to know about link attributes to control SEO impact.
How to choose the right anchor mix?
There is no one-size-fits-all rule, because every niche, keyword, and SERP behaves differently. However, one guiding principle stands out: smartly replicate what already works.
Quick tips to avoid penalties:
- Audit competitors: Look at the percentage of exact match anchors used by top-ranking pages for your target keyword.
- Shape your own profile: If the average is 10% optimized anchors, using 50% could be risky.
- Vary anchor types: Mix branded, neutral, partial match, and some URL anchors for a natural profile.
A detailed method for competitive anchor profile analysis will be covered in an upcoming article.
In summary
A high-performing link building strategy relies on anchor text diversity as much as link quality. The goal: send strong SEO signals while appearing natural to Google. Too many optimized anchors? You risk penalties. Too few? You miss valuable opportunities.
Take a balanced approach, guided by competitor data, and remember: caution is key to sustainable SEO.
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