The Role of Anchor Text in Internal Linking

If you’ve been in SEO for a while, you’ve probably heard that internal linking is important. But anchor text doesn’t always get the attention it deserves.

It’s one of those things that can make or break your SEO strategy, yet it’s often treated like an afterthought.

If you want your website to get the rankings it deserves, you need to treat anchor text with the seriousness it deserves.

Let’s break down why anchor text is crucial for both SEO and user experience and share some best practices to make your internal links work harder for you.

What Exactly Is Anchor Text?

Anchor text is just the clickable part of a link. It’s the text you see when you’re linking to another page — whether it’s on your own website or someone else’s.

For example:

You link to a blog post with the words “SEO tips for 2025” as anchor text.

Or maybe you link to a product page with “best home improvement tools”.

Basically, anchor text is the words users click on to get to another page, and it’s a signal to Google about what the linked page is about.

When you’re doing internal linking (links between pages on your site), anchor text becomes even more powerful. But here’s the kicker—getting it right isn’t just good for SEO; it’s also good for your users.

And keeping users happy is what leads to better rankings, anyway.

Why Anchor Text is Important for SEO (More Than You Think)

Now, you might be wondering, does anchor text really have that much impact on SEO?

The short answer: Yes.

Anchor text plays a big role in how Google understands your content, how your website is structured, and how much authority you pass between your pages. Let’s break it down:

1. Google Uses Anchor Text to Understand Content

When you link to another page, Google looks at the anchor text to figure out what the linked page is about.

So, if you’re linking to a page about “SEO tools” and you use anchor text like “best SEO software tools for 2025”, Google is like, “Okay, I get it. This page is all about SEO tools.”

The more relevant and descriptive your anchor text, the easier it is for Google to understand the connection between your pages, and the better it can rank them.

2. It Helps with Site Hierarchy and Structure

Anchor text is also essential for creating a clear site structure. When you link to different pages, you’re essentially showing Google what’s important.

If you link a lot to your pillar content (your high-level, foundational pages), it tells Google, “Hey, this page is critical, and it should be prioritised.”

For example, if you have a pillar page about “SEO strategies,” you’d want to use relevant anchor text like “learn more about SEO strategies” or “SEO tips for improving rankings” to link to it from other pages. It helps organise your site, making it easier for Google (and users) to navigate.

The User Experience Factor

Let’s not forget SEO isn’t just about ranking well on Google. At the end of the day, it’s about providing value to your users. Anchor text is a critical part of that because it helps users know where they’re going.

Imagine clicking on a link that says “click here”. No clue where it’ll take you, right? Not very user-friendly. But if the link says something like “how to optimise your website for SEO”, users immediately know what they’re getting into.

By using clear, descriptive anchor text, you make your site easier to navigate, which means your users are less likely to bounce and more likely to stick around longer. And when users stick around longer? That’s good for your rankings, too.

Best Practices for Using Anchor Text in Internal Linking

1. Be Descriptive and Relevant

The anchor text should be a clear description of what the user will find when they click the link.

For example, if you’re linking to a blog post about “SEO keyword research,” don’t just use “click here”. Instead, use anchor text like “learn how to do effective keyword research”.

The goal is to give both Google and your users a clear idea of what they can expect when they click.

2. Use a Variety of Anchor Text

Here’s where things can get a bit tricky.

Over-optimisation is a thing, and you don’t want to fall into the trap of using the same exact match anchor text for every link. Instead, use a mix of:

Descriptive phrases like “learn more about SEO tools.”
Long-tail keywords like “how to do keyword research for SEO.”
Branded terms like “Tech SEO Pros’ SEO tips.”
Generic anchor text like “learn more” when it makes sense (though not too often).

A variety of anchor text makes your site look more natural and signals to Google that you’re not trying to manipulate rankings. It also makes your content flow better.

3. Don’t Go Overboard with Links

Yes, internal links are important, but you don’t want to link to every page from every post. Overloading your content with links can look spammy and hurt the user experience.

Focus on quality over quantity by linking to the most important pages on your site using relevant anchor text, and keep it clean.

4. Link to Important Pages More Frequently

Some pages on your site are more important than others, like your pillar content or top-performing blog posts. Make sure these pages are getting a good amount of internal links with targeted anchor text.

For example, if you’re writing a blog post on “SEO for beginners”, link to your “advanced SEO tips” or “SEO checklist” using anchor text like “learn advanced SEO techniques”.

5. Avoid Keyword Stuffing

Anchor text should always feel natural. If you’re overstuffing it with the same keywords—like “best SEO tools” linking to your SEO tools page over and over again—Google might start to see it as manipulative. Mix it up with some natural variations of your keywords, and focus on making your content user-friendly.

Common Mistakes to Avoid With Your Anchor Texts

1. Overuse of exact-match keywords: It’s tempting to want to rank for specific terms, but constantly using the same exact phrase for every internal link can trigger penalties.

2. Generic anchor text everywhere: “Learn more” is fine in moderation, but if you use it for every link, it won’t give Google or your users any real value.

3. Forgetting mobile users: Make sure your internal links and anchor text work just as well on mobile as they do on desktop. Mobile-first indexing is here to stay.

Final Thoughts

Anchor text plays an important role in how Google understands your site and how users navigate it.

When you use descriptive, relevant anchor text in your internal links, you’re helping both your users and search engines understand what your content is all about.

So, next time you’re writing a blog post or optimising your site, take a few extra minutes to think about your anchor text. Make it clear, make it relevant, and make sure it’s adding value — not just for SEO, but for the people reading your content.