The anchor text of your internal links should tell the reader a thing or two about the content of the destination page. You don’t necessarily have to use the exact title of the page or target keyword. The anchor text should be able to fit into the sentence naturally while accurately reflecting the destination.
This makes selecting anchor text for internal links a bit of a linguistic task. While it should make sense where it is placed, the link itself should make sense after clicking it.
First Determine the Content of the Destination Page
Prior to choosing the words for the link, you need to figure out what the destination page talks about.
So imagine that the current page contains a mention of certain pages that get links yet have difficulties ranking. If it is an internal link equity page you are linking to, then the anchor “how value moves between internal pages” gives the reader information about the destination page.
Meanwhile, “read more” gives them practically nothing.
The words do not necessarily have to contain every bit of information about the destination page. They should contain only the information relevant to the current situation.
It is in this way that vague anchors sometimes turn into problems. Phrases like “here”, “this page” or “more information” do offer a path to the destination page, but say very little about the page.
Let the Context of the Sentence Define the Anchor
Anchor text does not exist in a vacuum. It exists in the context of the sentence.
Because of this, you have more options.
Imagine the sentence talks about how value can move between pages via internal links. Instead of the anchor “internal link equity” you can use something like “value distributed between pages” and it will fit into the sentence nicely, while providing information about the destination.
You do not need to force yourself to repeat the same wording.
The sentence and the anchor can complement each other. One part of the context comes from the words, while the other part comes from the surrounding context.
Make Sure the Anchor Text Matches the Expectations of the Reader
Anchor text allows for continuity from the current page to the destination page.
When you link “internal linking strategy”, readers expect a page about managing internal links. When the destination page turns out to be a definition of internal links, there is a mismatch, despite both topics being related.
However, such things are easy to overlook.
Topical relevance is not enough. You need to make sure the anchor text is about the exact information contained on the destination page.
A person who follows the link should not have to wonder why these words were used.
Use Keywords as Natural Anchor Text
Keywords are usually descriptive, so there is nothing wrong with using them as anchor text.
If the destination page explains internal link equity and that exact phrase fits into the sentence, linking to it is absolutely fine.
The problem starts if the sentence is built around the keyword and not around the user.
No matter how accurately the phrase reflects the keyword, it is not right if it sounds awkward. It would be easier to use a slight variation.
In the case of internal link anchor text, keyword usage is defined by context. Exact wording is right if it belongs in the sentence. There is no need to create it just for the sake of it.
Descriptive Does Not Mean Excessive
More words do not always mean that the anchor text is more informative.
The anchor “our complete detailed guide explaining everything about internal link equity” tells the user about the destination page, but most of the words are useless.
Sometimes fewer words do the job just as well.
It is important to know whether removing a word makes the destination unclear. If it does not, the word should not be included in the anchor.
It keeps internal anchors readable as part of the sentence, rather than creating blocks of text optimized specifically for keywords.
Good Anchor Text Predicts the Click
Selecting internal anchor text boils down to telling the reader about the next page without ruining the current one.
The destination defines what the anchor needs to say. The context of the sentence defines which wording works best. Finally, reader expectation serves as the last factor: would the destination make sense for the person clicking on the link based only on those words and their context?
When it does, the anchor does its job. It provides meaning for the link even before it is clicked on.
