How to Optimize Anchor Text and Why It Matters

One of our SEO tips in 2021 will be optimizing anchor text is one of the most important things you can do as a SEO professional.

You probably already know that, but what you might not know is why it matters and how to best optimize your anchor texts.

level up your SEO game by reading “right way”.

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Types of Anchor Text

Exact-match anchors

Link labels must always match the focus keyword targeted by the page you’re linking to. When the anchor “link building services” takes a reader to a page about link building services, for example, it’s an exact match.

Partial- or phrase-match anchors

Some link builders by digital marketing companies also create infographics to attract more visitors, so it’s important to make sure that the graphic links are tied to high-quality content. On this page, a keyword variation is used in place of an exact match version. The variant “backlink packages” can be used as an anchor text instead of “link building services,” for off page SEO,  as demonstrated by the anchor text example above.

Branded anchors

The anchor of a hyperlink that references a brand name is referred to as a sponsored link. We SEO Experts in Toronto frequently do this when we mention and connect with well-known companies like Apple, Facebook, Shopify, and others. Unless your business’s name is an exact match for a spammy exact match domain (EMD), using a branded anchor will keep you out of trouble with Google. An EMD is an example of such a domain name, which increases the likelihood of people visiting your site because it contains a relevant keyword, such as However, it’s considered spammy in that regard. Instead of learning these yourself, it’s better to hire SEO experts for your business. 

Generic anchors

“Click here” and “Read more” are two examples of bad links. They mean well, but they don’t clearly communicate what to anticipate from the page they’re linking to, which is detrimental for conversion and SEO.


When an image is linked, Google uses the image alt text as the link anchor text. It’s another good reason to add a description when you upload an image to your article.

How to Write Anchor Text

You should optimize the anchor text for three reasons.

  1. First, Google uses anchor text to understand your website’s topic and intent (so it can match search results accordingly).
  2. Second, the person clicking on the hyperlink expects to see a relevant result based on a keyword or brand name they type or speak into a search engine.
  3. Third, you want each link on your page to produce a positive user experience. Put another way:

Make link labels as clear as possible

Our SEO Toronto Experts suggest that your business’ exact-match branded anchor is your best option because it’s most likely going to lead to an increase in conversion rates. In fact, about 52 percent of B2B marketers report that using the exact term in the link label increases conversions by 14 percent compared with with other popular options.

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