Anchor text is the visible text of a link. Good anchor text helps someone predict what they will find after clicking and gives context to the destination. Treat it as part of the sentence and customer journey, rather than a place to repeat a keyword as often as possible.
Describe the next useful step
A phrase such as “website audit services” is clearer than “click here” when the destination explains that service. The text should fit the surrounding paragraph and describe the actual page. Avoid promising a free tool when the link opens a sales form. Where an image acts as a link, its accessible text also needs to communicate the destination.
Plan internal links around reader needs
Connect related pages where the next page genuinely helps. An article about broken forms might link to development support; a guide to customer journeys may point to conversion review. Do not force the same phrase into every page. Navigation, article links and service cross-references have different roles and should be readable in context.
Review externally created anchors in context
Backlink reports can show how other sites describe your business, but unusual wording alone does not prove a penalty or attack. Investigate the source, placement and campaign history. Avoid buying placements with mandated exact-match anchors or joining networks built around manipulating rankings. Brand names and descriptive references are common natural ways to link.
Check accessibility and maintenance
A reader should understand the link without needing to inspect its URL. Test keyboard access, visible focus and contrast in the website design. Fix broken destinations and update internal links after necessary migrations. Good link text supports navigation; it cannot rescue a destination that does not answer the reader’s question.
Questions to consider
Must every anchor contain the target keyword?
No. Use the wording that accurately describes the destination and reads naturally.
How many internal links should a page have?
Add links that help the reader. A fixed quota can produce unnecessary links and distract from the page’s purpose.
Put the guidance into practice
Use this guidance to review your own website and record the issues you find. For help deciding what to address first, explore our relevant website and marketing services or contact Web Expert Solutions with your website address and requirements.
Further reading: official guidance relevant to this topic.