Anchor text

Anchor text is the visible, clickable part of a link. In 'read our pricing guide', the words 'pricing guide' are the anchor. Search engines use anchor text as one clue to what the destination page covers, alongside the surrounding text.

Natural links use a mix of anchors. Some are the brand name, some are the page title, some are a plain URL, and many are phrases like 'this report'. If every link to your site uses the same commercial keyword, that pattern can look manufactured and may be treated as manipulation.

Practical point: don't try to dictate exact anchors on every link. Let the publisher write it in a way that reads well, and accept a healthy share of branded and generic ones. Check your anchor mix in a backlink tool, and be cautious if one money keyword dominates.