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Anchor Text how to define it in the Link Building

As we have already seen in the introductory article to link building, taking care of the anchor text is essential to perform a natural SEO and avoid penalties. In this post I will talk in more depth about how to define anchors within a link building strategy. As I explained in that chapter, we must start from a reference:

The basic principle is naturalness.

Let’s see how to do it, but before, let’s remember the definition of anchor text (or html anchor).

What is anchor text?

Anchor text, also sometimes called html anchor or html anchor, is the text within a < a > link tag, that is, the text we use to link.

In a more general sense, it is sometimes also considered anchor to the “alt ” attribute of an image when an image is used for linking.

Anchor text examples

< a href=”…”>puppies< / a>: here the anchor would be “puppies”.
: here we could consider “my puppy” as anchor.

Starting point

Imagine that you are talking about Gothic art in an article and want to refer (link) to Wikipedia. How would you do it? What anchor text would you put? Surely you would say something like “as we can read in Wikipedia” or “source:” or ” o in this Wikipedia article…”, and the anchor would be Wikipedia, or a sentence containing the word Wikipedia.

Of course, there would also be people who would put the right link in the word “gothic art” and even some would put a mere “See More Here” or “font”, making the anchor text “here” or “font”. If we see this anchor pattern as natural, this will be the pattern we need to emulate. Put another way:

You have to vary the types of anchors trying to emulate that your links are natural.

In addition, within each type of anchor, we must diversify the anchor text itself as much as possible, always trying to use different words or texts. Again, this is the most natural pattern it turns out.

Anchors can be classified into different types, so that it is easier to define anchor strategies and have better control of our link building. I sort them into 5 blocks, but this is totally personal. I will define each block or type of links, and I will say the frequency of use that I recommend to minimize the risks.

1.- Brand links

They link to the page Mark. They are conservative (safer) links. It is usually unique, although sometimes it allows some variant. You have to use them even for internal sections, that is, not only to link to cover.

Frequency: 20-25%

Example 1: Wikipedia. There would be only one option


Example 2: World Cats

  • Cats World
  • catsworld
  • catsworld

Example 3: All Experts

  • Allexperts
  • All Experts
  • Allexperts

2.- Url links

They link to some URL of the page. They’re just as conservative. You can vary them by using or not “www”, “ http:// ” or ” / ” at the end.

Strictly a url without “www “or” http: / ” “(type “”) it’s almost a brand Link. Really branded and url links are almost the same. Basically they are non-aggressive links, where you do not attack keywords and should form the basis of a risk-free Link Building.

Frequency: 20-25%



3.- Keyword links

They are the most aggressive and have as anchor exact keywords. You have to try, again, to vary the anchor within the possibilities of your keyword.

And a note: let’s not fool ourselves, if your domain is an EMD, type, then your brand Link is not. It’s a keyword link. In these cases, you simply do not have brand links, because linking with the word “bodybuilding” is a keyword link.

Frequency: 20%


  • Gothic art
  • Gothic art
  • gothic

4.- Phrase links

It is a combination of the above and intermediate aggressiveness. They combine your keyword into a longer, natural anchor. They support various degrees of aggressiveness depending on whether almost the entire anchor is the keyword or vice versa.

And the same point: a brand link that includes keyword (type World Cats) could also go in this section. Actually, it does not matter how to call each type of link, but its aggressiveness.

Frequency: 20-30%

Example: Wikipedia

  • this article about Gothic art
  • learn more about Gothic art here
  • Wikipedia about Gothic art.

5.- Fill links

Sometimes called Action anchors. They use words that are not brand or keyword. They are also very natural.

Frequency: 10-15%

Examples for any page

  • out here
  • source
  • more information here
  • in this article.

How to attack a keyword

Anchors are one of the most important indicators for attacking a keyword. Keywords and phrase links are used for this value.

Tag, url or Fill can not, because they do not include any keywords. They are used to give naturalness.


We should always start with conservative links (brand, url and fill) to avoid raising suspicions. I always expect the web to have a minimum of traffic before attacking with aggressive anchors.

With pages of a certain age we should do a previous analysis, with Ahrefs for example, to know what pattern the web has and adjust it accordingly.

Final Words

In a white Hat strategy we must always look for the naturalness of our pattern of links, and this includes the anchors. We must vary the anchors and the type of anchors of our links. At least 60% of them must be conservative to avoid risks.


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