Anchor text mix

Anchor text mix explained

Anchor text mix, sometimes called anchor ratio, describes the balance of different kinds of link text pointing to a site: branded ("Smith Roofing"), URL-only ("smithroofing.co.uk"), generic ("click here") and keyword-rich ("cheap roofers Leeds"). Natural links come in a varied mix, mostly branded and URL-based, because people link however they like.

How it affects trust

A link profile full of exact-match keyword anchors usually signals that links were built or bought, which is the kind of pattern Google's link spam policies target. You don't need to manage percentages. If you earn links naturally, the mix takes care of itself.

For small businesses, the useful takeaway is simple. If you've never built links, you don't need to think about anchor ratios at all. If someone else built links for you, an odd anchor mix is a clue to check what they did.

Risky habits

• Chasing target percentages from SEO forums.
• Asking partners to use keyword anchors.
• Building more links to dilute bad ones.
• Panicking over a few keyword anchors that arose naturally.

A realistic example

A conveyancer reviews her links and finds hundreds using "cheap conveyancing solicitor" as anchor text, all from sites a former provider used. Her genuine links, from clients and partners, use the firm's name. The contrast makes it clear which links were manufactured.

How to review yours

Search Console's Links report shows the most common linking text. Third-party tools show more detail. Look for a heavy share of exact-match commercial phrases from unrelated sites. If you find one, investigate where it came from rather than trying to "balance" it with more built links.

Related link terms

• Anchor text: The clickable text of a link, giving context about the destination.
• Backlink: A link from another website to yours; a classic off-page signal.
• Link building: Earning or acquiring backlinks: quality and relevance matter.