Introduction
If backlinks are the highways to your website, then anchor text is the signpost telling Google what to expect at the destination. Get the balance wrong—too many keyword-rich anchors, not enough branded ones—and you could trip a spam filter or even earn a penalty. But get it right, and you’ll build a strong, natural backlink profile that boosts your rankings safely and sustainably.
So, what is the right balance of branded vs. keyword anchor text in your backlink profile? In this expert guide, we’ll break down the different types of anchor text, how Google evaluates them, and how to craft a natural, algorithm-friendly distribution that strengthens your SEO without raising red flags.
What Is Anchor Text (And Why Does It Matter)?
Anchor text is the visible, clickable text in a hyperlink—typically underlined and in blue. From an SEO perspective, it tells search engines what the linked page is about.
Example:
Check out our guide to link building strategies.
Why Google Cares:
- Helps Google understand context
- Influences page relevance for keywords
- Affects backlink quality assessments
But over-optimized anchor text (especially exact-match keywords) is a classic black-hat tactic. Google’s Penguin algorithm cracked down hard on this, so a natural mix is now crucial.
Types of Anchor Text (With Examples)
Understanding anchor text types is key to balancing your backlink profile.
1. Branded Anchor Text
- Uses your brand or company name
- Example: “Read more from Shopify.”
- Best for: Building brand recognition, trust
2. Exact Match Anchor Text
- Matches your target keyword exactly
- Example: “SEO tools” linking to a page targeting “SEO tools”
- Best for: Direct keyword rankings—use cautiously
3. Partial Match Anchor Text
- Includes the keyword, but with extra words
- Example: “best SEO tools for startups”
- Best for: Balancing optimization and natural flow
4. Generic Anchor Text
- No specific keyword or brand
- Example: “Click here,” “this website,” “learn more”
- Best for: Avoiding over-optimization
5. Naked URL Anchor
- Plain URLs used as links
- Example: https://yourdomain.com/blog
- Best for: Diversifying anchor profile, citations
6. Image Anchor (Alt Text)
- When an image is the link, the alt text acts as the anchor
- Best for: Mixed media backlinks and accessibility
Why Anchor Text Distribution Matters for SEO
Google’s Penguin Update (2012–2023+)
Penguin specifically targets:
- Overuse of exact-match anchors
- Unnatural link building patterns
- Spammy backlinks from low-quality domains
A natural, diversified anchor text profile:
- Boosts rankings without risk
- Builds long-term SEO value
- Improves click-through and user experience
The Ideal Anchor Text Ratio: Data-Driven Guidelines
While there’s no official “perfect ratio”, SEO studies and expert consensus offer strong benchmarks:
| Anchor Text Type | Safe Range (Percentage of Total Backlinks) |
|---|---|
| Branded | 50% – 70% |
| Exact Match | 1% – 5% |
| Partial Match | 10% – 20% |
| Generic | 5% – 15% |
| Naked URLs | 5% – 15% |
| Image (Alt Text) | Varies depending on use |
Pro Tip: Always err on the side of under-optimization. A branded-heavy profile is far safer than one overloaded with keywords.
How to Analyze and Adjust Your Anchor Text Profile
Step 1: Use a Backlink Analysis Tool
Top options include:
- Ahrefs
- SEMrush
- Moz
- Majestic
Look at:
- Total backlinks
- Anchor text breakdown
- Referring domains
- Domain authority
Step 2: Audit for Over-Optimization
Red flags:
- 10%+ exact-match anchors
- Multiple links from low-quality directories
- Repetition of the same keyword anchor
Step 3: Dilute with Natural Anchors
Use branded, generic, or naked URL links to diversify and stabilize your profile.
Tips for Building a Balanced Anchor Text Profile
Prioritize Branded Outreach
Encourage bloggers and partners to link using your brand:
“According to [BrandName]…”
Write Natural Guest Post Anchors
Use partial matches and contextual phrases:
“…tools like this one can boost your SEO.”
Use Internal Linking Strategically
Anchor optimization within your own site is safer—and effective.
Build a Varied Backlink Portfolio
Diversify:
- Guest posts
- Mentions
- Podcast appearances
- Digital PR
- Directories (selectively)
Common Mistakes to Avoid
Overusing exact-match anchors from low DA blogs
Creating backlinks too quickly with similar text
Ignoring alt text in image links
Not checking backlink spam score before link building
Conclusion
Anchor text is a powerful SEO lever—but only when handled with nuance. The right balance between branded and keyword anchor text ensures your backlink profile looks natural to Google while still targeting the keywords that matter. Aim for a branded-heavy mix, sprinkle in partial-match and generic anchors, and be surgical with exact matches. With regular audits and mindful link-building, your SEO strategy will be both powerful and penalty-proof.
