Content revised 20 October 2026.
Anchor text is the clickable wording of a link. Good anchor text helps someone understand where the link leads without forcing the same keyword phrase into every sentence.
Describe the next useful step
“Compare web design packages” tells a reader more than an unexplained “click here.” The best wording depends on the sentence and destination. Keep enough context around the link so the reader understands why it matters.
Avoid a repetition formula
You don't need every link to a service page to use an identical exact-match phrase. That can make articles awkward and distract from the answer. Use natural descriptions that honestly fit the destination. A link labelled as a price comparison should not open an unrelated generic sales page.
Think about accessibility too
Someone navigating through a list of links should still have a useful idea of the destinations. For an image used as a link, its alternative text should explain the function where needed. Do not hide the only useful label inside a visual effect that disappears on mobile.
Review a small set of real journeys
- Find a paragraph where the reader needs more detail.
- Choose the page that answers that specific question.
- Read the sentence with the link included.
- Open the destination and check that it fulfils the expectation.
Keep the edit in context
Anchor text is one part of useful internal linking. It doesn't replace an accurate destination page, sensible site structure or working navigation. Improve those together rather than treating link wording as a standalone ranking trick.
Official guidance: Google’s anchor-text recommendations.