Link Text

What is Link Text?

Link text, also known as anchor text, is the visible, clickable text in a hyperlink. It is usually distinguished from the surrounding text by being colored, underlined, or both, indicating to users that clicking on it will take them to another webpage or document. In the context of SEO (Search Engine Optimization), link text is crucial because it provides both users and search engines with contextual information about the content of the link’s destination.

Purpose and Use

The main purposes and uses of link text include:

  • Contextual Relevance: Giving users and search engines an idea of what to expect when they follow a link. Properly chosen link text improves user experience and aids in website navigation.
  • SEO Optimization: Search engines use link text to understand the content of the linked page and its relevance to search queries. This can influence the page’s search engine ranking for those queries.
  • Accessibility: For users navigating with screen readers, descriptive link text provides clarity on where a link leads, enhancing web accessibility.

Best Practices for Link Text

  1. Descriptive and Concise: Link text should accurately describe the destination page without being overly long or verbose.
  2. Avoid Generic Phrases: Using generic phrases like “click here” or “read more” is less informative for users and search engines. It’s more beneficial to use text that describes the link’s content.
  3. Match Content of the Target Page: The link text should reflect the topic or headline of the target page to ensure consistency and relevancy.
  4. Use Keywords Appropriately: Including relevant keywords in link text can help with SEO, but it should be done naturally and avoid keyword stuffing.
  5. Maintain Readability and Context: The link text should make sense within the context of the sentence or content it is part of, ensuring a smooth reading experience.


  • In a blog post about healthy eating, a hyperlink with the anchor text “Mediterranean diet benefits” might lead to a detailed article on that topic.
  • On a university website, a link with the text “Undergraduate admissions process” would direct users to a page outlining steps for prospective students.

SEO and Link Text

In SEO, the diversity and relevance of link text are important factors. Search engines analyze the anchor text of inbound links to a webpage to infer the content’s relevance to specific search queries. Over-optimization, such as using the exact same anchor text for many links, can be flagged as manipulative by search engines and potentially lead to penalties. A natural link profile includes a variety of link text types, including branded (e.g., “OpenAI”), exact match (e.g., “artificial intelligence research”), and generic (e.g., “learn more”) anchor texts.


Link text is a fundamental element of web design and SEO, serving as a guide for both users and search engines to understand the content of linked pages. By adhering to best practices for creating descriptive, relevant, and contextually appropriate link text, webmasters can enhance user experience, improve website accessibility, and contribute positively to their site’s search engine ranking.

Nedim Mehic

Nedim is a senior technical SEO specialist, and the co-founder of Beki AI. On the Beki AI blog, we share new and innovative strategies to SEO and content marketing.

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