Anchor text best practices for WordPress links
By Anis Harbaoui, SEO specialist
Anchor text is the clickable words of a link. It tells readers and search engines what to expect on the other side. Good anchor text is short, descriptive and varied. Bad anchor text is vague, like “click here”, or repeats the same exact keyword every time. This guide explains the types, the rules and the common mistakes.
- Describe what the reader will find on the linked page.
- Vary your wording. Repeating one exact keyword looks forced.
- Avoid “click here” and bare URLs for internal links.
- Keep anchors short, usually two to six words.
What is anchor text?
| Type | Example | Use |
|---|---|---|
| Exact match | internal linking | Sparingly, where it reads naturally |
| Partial match | a guide to internal linking in WordPress | Most of the time |
| Branded | NexalSEO | When you link to a brand or product page |
| Generic | read more | Rarely, and never as the only clue |
| Naked URL | https://example.com/guide/ | When you cite a source |
How does anchor text work for SEO?
Search engines use the words of a link as one signal about the page it points to. Google’s guidance on links asks for link text that is descriptive, concise and relevant to the page it points to. Readers use the same clue to decide whether to click.
How do you write good anchor text?
- Write for the reader first. Would they know where the link goes?
- Describe the destination in two to six words.
- Use words that belong to the topic of the destination page.
- Vary the wording from page to page.
- Place the link inside a sentence where it reads naturally, and link only the descriptive words, not the whole sentence.
How much should you vary anchor text?
There is no magic ratio. The rule of thumb is simple: if every link to a page uses the same exact words, it looks forced. Mix partial and descriptive phrases, and use the exact keyword only where it fits the sentence. NexalSEO’s editor flags anchors that repeat the target keyword exactly, so you can catch this before you publish.
What anchor text mistakes should you avoid?
- “Click here” and “read more” as the only link text.
- The same exact-match anchor on every link to one page.
- Linking a whole paragraph.
- Anchors that promise something the page does not deliver.
- Image links without alt text. The alt text works as the anchor.
Frequently asked questions
Should I use exact match anchor text?
Sometimes, when it reads naturally. If every link to a page uses the exact keyword it looks over-optimised, so mix it with descriptive phrases.
Does anchor text matter for internal links?
Yes. It helps search engines understand the linked page and helps readers decide whether to click.
What should the anchor of an image link be?
The image alt text acts as the anchor, so describe the destination in it.
How long should anchor text be?
Usually two to six words. Long enough to describe the page, short enough to scan.
Related guides
Building a linking plan
Where to link and why.
Content hubs and clusters
Link patterns for pillar and cluster pages.
Pages with no links
Find pages nothing links to.
NexalSEO suggests related pages with a suggested anchor, and flags exact-match anchors that repeat your keyword.
See internal link suggestions