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Anchor text is the visible, clickable text in a link. It tells readers what to expect when they click, such as a service page, a related article, or a downloadable file.
Good anchor text makes a website easier to navigate. For a business website or blog, the goal is to help readers recognize useful links before they click.
How Anchor Text Works
A text link has two main parts: the destination URL and the words readers click. The anchor text describes the destination, while the URL tells the browser where to go.
Here’s an HTML example:
<a href="https://tcb.studio/blog/seo">SEO basics</a>In this example, “SEO basics” is the anchor text. The address inside the href attribute is the destination.
In WordPress and most other website editors, you create this link by selecting words in your content and entering a URL. You generally don’t need to edit the HTML yourself.
Anchor text can point to another website, another page on your own site, or a section of the current page. For example, a table of contents uses links that jump to headings within an article.
Why Anchor Text Matters for SEO and Accessibility
Anchor text gives search engines context about the linked page. Google’s link guidance recommends wording that is descriptive, concise, and relevant to both pages.
For readers, the immediate benefit is knowing where a link leads. “WordPress care plans” sets a clearer expectation than “our services” when the destination specifically covers ongoing WordPress maintenance.
Descriptive links also support accessibility. People using screen readers may navigate through a list of links, where repeated labels such as “click here” provide little information. W3C’s guidance on link purpose lets the link or its context carry meaning, but clear wording makes it easier to understand on its own.
Treat anchor text as part of writing useful content. Adding keywords to links does not guarantee higher rankings.
How to Write Good Anchor Text
Start with the destination page, then choose words that accurately describe it. The link should fit naturally into the sentence and help readers decide whether to continue.
Describe the Specific Destination
Avoid making readers guess what “here”, “this page”, or “learn more” means. Name the subject, resource, or action when that information helps.
| Vague anchor text | More useful anchor text |
|---|---|
| Click here | Read the WordPress setup guide |
| Our services | WordPress care plans |
| Download | Download the website launch checklist |
| Read more | Compare SEO and paid search |
The more specific version still needs to match the destination. A link labeled “website launch checklist” should lead to that checklist, rather than a general article about web design.
Keep the Link Focused
Link the words that carry the meaning. There’s usually no reason to make an entire sentence clickable when a short phrase identifies the resource.
For example, in “Use our website launch checklist before publishing”, linking only “website launch checklist” is enough.
If a file’s format matters, include it: “Download the website launch checklist (PDF)”. This helps readers anticipate what will open.
Use Keywords Naturally
Relevant topic words often belong in anchor text because they describe the destination. There’s no need to pack in every variation.
“WordPress SEO guide” reads better than “best WordPress SEO tips optimization guide for small business websites”. If the wording feels forced when you read the sentence aloud, shorten it.
Use consistent labels for navigation and recurring actions. Within articles, choose wording that fits the sentence and remains accurate to the linked page.
Give Each Link a Reason to Be There
An internal link is most useful when it answers the reader’s next question. In an article about website maintenance, a link to backup instructions can help someone complete the task.
Avoid linking a phrase simply because a matching page exists. Read the paragraph with the destination in mind: does opening that page help the reader understand something or take a useful next step?
Anchor Text for Linked Images
An image can also act as a link, such as a product photo that opens a product page. For linked images, Google uses the image’s alt text as anchor text.
When an image is the only content in a link, its alternative text should communicate the link’s purpose. A linked checklist cover, for example, might use “Download the website launch checklist”. If an image and descriptive text are inside the same link, and the image adds no information, use an empty alt attribute (alt="") to avoid repeating the link label.
FAQs About Anchor Text
No. Editing the visible words leaves the destination unchanged unless you also edit the link address. Check both fields before saving, especially when replacing a link to an outdated resource.
Start with important service pages, frequently visited articles, and links whose wording gives readers little indication of the destination. If the problem appears in a shared navigation menu or reusable block, correct it there rather than editing each page individually. Links that already describe their destinations accurately can stay as they are.
No. Anchor text is the wording inside a text link. A backlink is a link from another website to yours, and that link may use your business name, a topic phrase, or other wording as its anchor text.
Avoid using the same wording when readers need to distinguish between destinations. For example, “our services” tells readers less than “website design” and “WordPress maintenance” when those links open different service pages. Reusing a label is reasonable when it consistently points to the same destination.
Open the published page and confirm that each edited link leads to the intended destination. Read the surrounding sentence to check that the wording fits and accurately describes what opens. This verifies the correction, but it doesn’t establish whether the change affected search performance.
Summary
Anchor text helps readers judge where a link will take them. The strongest wording accurately describes the destination, fits the surrounding sentence, and gives the link a reason to be there.
Start with one important page on your website. Read only its linked words, then open each destination and revise any wording that creates the wrong expectation.
Work With TCB Studio
If visitors struggle to find important pages or link problems keep appearing across your site, TCB Studio’s technical SEO services can help identify what needs attention and plan the corrections. Start with hourly work for a defined set of fixes, or explore monthly support if your website needs regular attention.
