Internal Anchor Text: The Words You Link With Matter

Anchor text is the visible, clickable text of a link. For internal links — the ones pointing between pages on your own site — it is one of the easiest SEO improvements to get right and one of the most commonly wasted.

The words you choose tell both readers and Google what the linked page is about. Used thoughtfully across a site, descriptive anchor text helps the right pages rank for the right terms.

Why the wording matters

When you link to a page, the anchor text acts as a hint about that page’s topic. Link to your roofing services page using the words roofing services and you reinforce what that page is about; link to it as click here and you waste the signal.

Because you control every internal link on your own site, you have a free, fully controllable way to support your important pages. Over a whole site, consistent, descriptive anchors add up.

Choosing good anchor text

Use natural, descriptive phrases that genuinely describe the destination. They should read well in the sentence and make sense to someone deciding whether to click. Accessibility benefits too, since screen readers often read links out of context.

Vary the wording sensibly rather than using the exact same phrase every single time, and keep it relevant. The aim is to be helpful and clear, not to cram a keyword into every link.

Mistakes to avoid

Generic anchors like click here, read more and this page are the biggest waste — they tell Google nothing and help no one. Replace them with text that describes where the link goes.

At the other extreme, do not over-optimise by linking every mention of a keyword to the same page with identical anchor text. It looks unnatural. Link where it genuinely helps the reader, and let the wording stay natural.