Anchor text is the visible, clickable text of a link. It tells users and search engines what the linked page is about.
If you click the words ”SEO agency in Vienna” and end up on another page, that text is the anchor text.
What kinds of anchor text are there?
Anchor text can be built in different ways. Some contain the exact keyword of the target page, others are more general.
Common variants:
- exact keywords such as ”SEO agency Vienna”
- brand terms such as ”Northstar Media”
- neutral text such as ”click here”
- URL anchors such as ”northstarmedia.co”
- combinations of brand and keyword
Anchor text matters to search engines because it hints at what the target page contains.
Why anchor text matters for SEO
Well-chosen link text helps search engines understand how relevant a page is for particular topics or keywords. That makes it important both for internal links and for link building.
Anchor text that is over-optimised or always identical can look unnatural, though. A natural mix of different wordings is usually the better strategy.