Anchor Text

The visible text that names a hyperlink, also called link text. It helps people understand what will happen when they follow the link and gives search systems context about the destination page. For an image-only link, the image's text alternative can serve as anchor text.

Why it matters: Use link text that is descriptive, reasonably concise, and relevant to both the current page and the destination. Replace vague labels such as “click here” when the surrounding context does not make the purpose clear, but do not cram keywords into links. Manipulative paid or large-scale link schemes are a separate policy concern; an exact-match phrase does not automatically cause a penalty. Review links in context for usability, accessibility, crawlability, and honest expectations.