GlossaryLinks
Exact match anchor
Also called: Keyword anchor
An exact match anchor uses the precise keyword you want to rank for as the link text. Overusing it is a common sign of manipulated links.
An exact match anchor is link text that is the same as the keyword a page targets. If you want to rank for 'project management software', a link whose words are exactly that phrase is an exact match anchor.
These links can be useful when they happen naturally, but a profile full of them looks forced. Real publishers link with all sorts of wording. Google has long targeted over-optimized anchors, and there's no agreed safe percentage, so any hard rule you read online is a guess.
Practical point: aim for variety. Branded anchors, partial matches, page titles and generic phrases should make up most of your links. If you inherit a profile that's heavy on exact matches, don't panic and mass-remove links. Fix the mix going forward and look at whether the old links came from poor sites.
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