Anchor text and keywords

Using keywords that you want to rank for inside the anchor text is typically good practice. But you don’t need to use exactly the same anchors, and variation is really key here. Getting a mixture of different anchor texts will give you the best results long-term. Use a variety of different anchor texts:

• Exact match keyword
• A shorter sentence containing the keyword
• Partial keyword
• Brand or domain
• URL
• Neutral words, such as “click here”, “read more”.