Optimal anchor text length is 2-5 words. For type ratios, keep exact match to a maximum of 5-20%, partial match at 15-20%, branded at 20-30%+, and minimize generic anchors like “click here.” Warning: over-optimized anchor text triggers Penguin penalties. The key is balance—descriptive enough to help users and search engines, varied enough to appear natural.

This guide covers anchor text best practices for effective internal linking without over-optimization.

What Is Anchor Text?

Definition

Anchor text is the visible, clickable text of a hyperlink. In HTML:

<a href="https://example.com/page">This is anchor text</a>

What users see: Blue, underlined text (typically)

What search engines see: A signal about the linked page’s content

Why Anchor Text Matters

For users:

  • Indicates what to expect from clicking
  • Provides context about destination page
  • Helps with navigation decisions

For SEO:

  • Helps Google understand linked page content
  • Passes topical relevance signals
  • Contributes to page authority flow

Optimal Anchor Text Length

Optimal: 2-5 words (10-50 characters)

Examples:

  • “content marketing strategy” (3 words) ✓
  • “SEO tips” (2 words) ✓
  • “how to write better headlines for your blog posts that drive traffic” (12 words) ✗

Why This Length Works

Too short (1 word):

  • May lack descriptive value
  • Limited keyword opportunity
  • Can be vague (“here,” “this”)

Too long (6+ words):

  • Looks unnatural
  • May be over-optimized
  • Harder for users to scan

2-5 words:

  • Sufficient for context
  • Natural reading flow
  • Room for keywords

Anchor Text Types and Recommended Ratios

TypeRecommended %
Exact matchMax 5-20%
Partial match15-20%
Branded20-30%+
Generic (“click here”)Minimize

Exact Match

Definition: Uses target keyword exactly as-is

Example: Linking to a page about “email marketing tips” with anchor text “email marketing tips”

When to use:

  • Sparingly for high-priority pages
  • When it reads naturally in context
  • Max 5-20% of total anchors

Warning: Over-optimized anchor text triggers Penguin penalties

Partial Match

Definition: Contains keyword plus additional words

Example: Linking to “email marketing tips” page with “best email marketing tips for beginners”

When to use:

  • Safe option for most internal links
  • 15-20% of total anchors
  • Natural for long-tail variations

Branded

Definition: Uses brand or product names

Example: “Learn more on the HubSpot blog” or “According to Moz”

When to use:

  • External links to brand properties
  • Navigation links
  • 20-30%+ of anchors

Generic

Definition: Non-descriptive text like “click here” or “read more”

Example: “Click here to learn about email marketing”

When to use:

  • Minimize usage
  • Sometimes necessary for UX
  • Loses SEO value

Better alternatives:

  • “Read our email marketing guide”
  • “Learn more about email marketing”

Naked URL

Definition: The URL itself as anchor text

Example: “Read it at https://example.com/email-marketing"

When to use:

  • Citations and references
  • When URL itself has value
  • Keep under 5%

Internal Linking Best Practices

Anchor Text Distribution

Ideal internal link mix:

Anchor TypePercentage
Partial match30-40%
Descriptive/Natural20-30%
Exact match5-10%
Branded10-15%
GenericUnder 5%
Naked URLUnder 5%

Contextual Relevance

Good practice: Link from contextually relevant content

Example: In an article about “social media strategy,” linking to your “content calendar template” page makes sense.

Avoid: Forcing unrelated links into content

More valuable:

  • In body content (paragraphs)
  • Earlier in content
  • Surrounded by relevant text

Less valuable:

  • Footer links
  • Sidebar widgets
  • Bulk lists of links

Avoiding Over-Optimization

Signs of Over-Optimization

Red flags:

  • 50%+ of anchors are exact match
  • Same anchor text used repeatedly across site
  • Keyword-stuffed anchor text
  • Unnatural phrase structures

The Penguin Algorithm

What it targets: Manipulative link schemes and anchor text spam

Applies to: Both internal and external links

Result of violation: Ranking penalties

Safe Anchor Text Strategy

Do:

  • Vary anchor text naturally
  • Prioritize user experience
  • Use keyword variations
  • Write for readability first

Don’t:

  • Use exact-match anchors repeatedly
  • Stuff keywords into anchor text
  • Force links where they don’t fit
  • Create unnaturally long anchor phrases

Writing Better Anchor Text

The Natural Test

Read your sentence aloud. Does the anchor text sound natural in conversation?

Natural: “Learn more about internal linking best practices in our guide.”

Unnatural: “Our internal linking best practices SEO optimization guide covers it.”

Describing Destination Content

Good anchor text answers: “What will I find if I click this?”

Example page: How to create a content calendar

  • Good: “content calendar guide” ✓
  • Good: “how to plan your content” ✓
  • Weak: “this article” ✗
  • Weak: “click here” ✗

Contextual Integration

The anchor text should flow naturally within the sentence:

Forced: “If you want to learn about email marketing (email marketing tips guide), check it out.”

Natural: “These email marketing tips will help you improve open rates and engagement.”

Anchor Text for Different Link Types

Purpose: Site navigation and topical relationships

Strategy:

  • Primarily partial match and descriptive
  • Occasional exact match for important pages
  • Natural language variations

Purpose: Citation, reference, attribution

Strategy:

  • Often branded or naked URL
  • Descriptive when adding context
  • Avoid exact-match unless natural

Example: “According to research from Backlinko…”

Best practice: Brand or descriptive anchor, relevant to the source

Measuring Anchor Text Effectiveness

What to Track

Internal link audit:

  • Distribution of anchor text types
  • Over-used exact-match phrases
  • Pages with too many/few internal links

Performance metrics:

  • Click-through on internal links
  • Page authority flow
  • Ranking improvements for linked pages

Audit Tools

Free options:

  • Google Search Console (internal links report)
  • Screaming Frog (free version)

Paid options:

  • Ahrefs
  • SEMrush
  • Moz

Frequently Asked Questions

How many words should anchor text be?

2-5 words is optimal. This length provides enough context without appearing over-optimized.

Is “click here” bad for SEO?

Yes, “click here” wastes SEO value because it doesn’t describe the destination page. Use descriptive alternatives.

Can anchor text be too long?

Yes. Anchor text over 6-7 words looks unnatural and may be seen as manipulative. Keep it concise.

Should internal links open in new tabs?

Generally no for internal links—users expect to stay on your site. New tabs are better for external links that take users away.

How often should I link to the same page?

No strict limit, but multiple links to the same page from one article should use varied anchor text.

Does anchor text affect the linking page or linked page?

Primarily the linked page. Anchor text tells search engines what the destination page is about.

Key Takeaways

  • Optimal length: 2-5 words
  • Exact match: max 5-20%
  • Partial match: 15-20%
  • Branded: 20-30%+
  • Generic (“click here”): minimize
  • Warning: Over-optimized anchor text triggers Penguin penalties

Conclusion

Effective anchor text is descriptive, varied, and natural. The 2-5 word guideline gives you enough room to provide context without triggering over-optimization concerns. Focus on helping users understand what they’ll find when they click, vary your anchor types, and avoid repeating exact-match keywords across your site. Good internal linking with thoughtful anchor text improves both user experience and SEO performance. Try our free letter counter → to verify your anchor text stays within the optimal character range.