Anchor text, or clickable text, is the visible portion of a hyperlink that users can click. In HTML, it typically appears between link tags; for example, in a link labeled “DNS guide,” those words constitute the anchor text. It helps users by indicating the destination and guiding their decision to click. Search engines also use anchor text as context to understand the relationship between source and target pages. Descriptive links improve navigation and accessibility, while generic anchor text provides less guidance.
A good anchor text is concise, natural, and specific enough to hint at what lies beyond the click. “Discover DNS records” is more informative than “click here,” especially if the destination is a guide on DNS records. However, avoid turning every link into a long sentence or forcing keyword phrases in. Over-optimized anchor text can seem unnatural, confuse readers, and reduce trust. The anchor should accurately describe the destination without promising content that does not exist. If the link leads to a form, document, or commercial page, the anchor text must clearly indicate this.
Internal and external links
In internal links, anchor text connects topics and supports reading paths: a card on Auth-Info can point to a guide on domain transfer, provided the reference is useful. A well-designed link network allows users to explore content without returning to search repeatedly. In external links, anchor text clarifies which source is cited or what service will be opened. In both cases, avoid sequences of adjacent links, as they become hard to read and select—especially on small screens.
Links must be accessible. When a link is an image, the alt text serves as the descriptive element; an image without alt text or an empty link fails to communicate its destination to screen reader users. Visual contrast, clickable area size, and user expectations also matter. Color alone should not distinguish links from regular text. Testing with keyboard and screen reader in addition to mouse navigation is helpful.
Anchor text and SEO
Search engines analyze anchor text to identify pages and interpret content relationships. This does not mean a keyword formula exists to improve rankings. The choice should stem from editorial context and user utility. Repeating identical commercial anchor text across many links, even when irrelevant, may degrade perceived quality and fall into manipulative practices. For sponsored or user-generated content links, appropriate attributes must be used per site and search engine guidelines.
To audit a site’s anchor text, collect a sample of internal links and ask whether each clearly indicates the destination when read in isolation. Phrases like “read more” may make sense in context but are unhelpful when repeated without context in a list of links. It is advisable to correct empty links, vague text, and those leading to unavailable pages. Analysis should also include external links: site owners do not always control how third parties cite them, so reports must be interpreted carefully.
In summary, anchor text is a small but important navigation element. It must be descriptive, truthful, and natural, with a functional destination. The priority is helping visitors understand where they are going; any potential SEO benefit stems from clarity, not artificial keyword repetition.
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