Anchor Text: What It Is and How to Use It for SEO in 2026

In 2006 I noticed something odd: searching Google for “click here” returned Adobe Reader, QuickTime and Internet Explorer download pages, even though those pages didn’t use the words. Thousands of sites (mine included) linked to them with “click here”. It was a lesson in the power of anchor text. It still matters in 2026, though Google is much better at spotting manipulation. Here’s how to use it well.

Quick answer: Anchor text is the visible, clickable text of a link. Google uses it to understand what the linked page is about. Write descriptive, natural anchors that match the target page (“how to install WordPress locally”), especially for internal links, and avoid vague “click here” or stuffing exact-match keywords into backlinks.

Types of anchor text

• Exact match: the target keyword, like “anchor text”.
• Partial match: includes the keyword with other words, like “using anchor text for SEO”.
• Branded: a brand name, like “QuickOnlineTips”.
• Naked URL: the address itself.
• Generic: “click here”, “read more”, “this site”.
• Image links: the image’s alt text acts as the anchor.

Anchor text best practices

1. Be descriptive: tell readers and Google what they’ll get on the next page.
2. Keep it concise: a few words, usually 2-6.
3. Use varied, natural phrasing rather than the same exact keyword every time.
4. Prioritise internal links: you control them, and they help pages rank. See keyword cannibalization to avoid pointing the same anchor at two pages.
5. Make links accessible: screen reader users often jump between links, so “click here” is unhelpful.

What to avoid

• Buying links with keyword-rich anchors; it violates Google’s spam policies.
• Over-optimised backlink profiles where most links use the same commercial phrase.
• Hidden or tiny links.
• Low-quality link schemes like bought .gov and .edu backlinks.

If spammy anchors already point at your site, see how to find toxic backlinks. Google’s link best practices cover anchor text in detail.

FAQ

Is “click here” bad for SEO?

It wastes an opportunity and hurts accessibility. Use descriptive text instead.

Should every internal link use my exact keyword?

No. Mix exact, partial and natural phrases.

Does anchor text still matter in 2026?

Yes, as one of many signals helping Google understand linked pages.