Understanding the Importance of Anchor Text

When people talk about links, they often focus on where the link points. But the words people click matter just as much. Those clickable words help users decide whether a link is worth following, and they help search engines understand the relationship between one page and another.

That clickable phrase is called anchor text. Used well, it improves navigation, strengthens topical relevance, supports internal linking, and creates a better reading experience. Used poorly, it can confuse visitors, weaken page context, or make a site look manipulative.

For SEO, anchor text is not just a small formatting detail. It is part of how your content communicates meaning.

What Is Anchor Text?

Anchor text is the visible, clickable text in a hyperlink. It is the part of a link that users see on the page, usually styled in a different color or underlined depending on the website design.

For example, in a sentence like:

[Learn more about technical SEO]

The phrase “Learn more about technical SEO” is the anchor text.

Anchor text can point to:

• Another page on the same website
• A blog post, guide, product page, or resource
• A downloadable file
• A section lower on the same page
• An external website
• An email address or phone link

From a user’s perspective, anchor text answers a simple question: What will happen if I click this?

From a search engine’s perspective, it provides context: What is the linked page likely about?

That combination makes anchor text important for both usability and search visibility.

Why Anchor Text Matters

Anchor text matters because links are not just pathways. They are signals.

A link tells users and search engines that one page is connected to another. The anchor text explains the nature of that connection. If the words in the link are clear, relevant, and useful, the link becomes more meaningful.

Strong anchor text can help with:

• User experience: Readers can scan a page and understand where each link will take them.
• SEO context: Search engines can better understand what the linked page covers.
• Internal linking strategy: Your most important pages can receive clearer topical support.
• Accessibility: Screen reader users can understand links without needing the surrounding paragraph.
• Conversion paths: Visitors can move naturally from informational content to next steps.

Poor anchor text, on the other hand, can create friction. Phrases like “click here,” “read more,” or “this page” often fail to explain the destination. They may still work in some contexts, but they miss an opportunity to provide meaning.

How Search Engines Use Anchor Text

Search engines analyze links to understand how pages relate to one another. Anchor text is one of the clues they use to interpret the topic of the linked destination.

If multiple pages across a website link to a guide using descriptive phrases like “local SEO checklist,” “local search optimization steps,” or “SEO checklist for local businesses,” those anchors help reinforce what the destination page is about.

That does not mean every link should use the exact same keyword. In fact, repeating the same anchor text too often can look unnatural. The goal is to use helpful, varied language that reflects the page being linked to.

Think of anchor text as a label. A good label is accurate, concise, and useful. A bad label is vague, misleading, or over-optimized.

Anchor Text and User Experience

SEO often gets most of the attention, but anchor text is first and foremost a usability tool.

Readers rarely move through a page word by word. They scan. Links stand out visually, so anchor text becomes part of the page’s navigation system. Clear links help readers make faster decisions.

Consider the difference between these two examples:

• To improve your rankings, click here.
• To improve your rankings, review our on-page SEO checklist.

The second option is stronger because it tells the reader exactly what they will get. It also gives search engines more useful context.

Good anchor text should feel like a natural part of the sentence. It should not interrupt the reader, overpromise, or force an awkward keyword into the copy.

The Main Types of Anchor Text

Anchor text comes in several common forms. Understanding these types helps you build a more natural link profile and avoid overusing one pattern.

Exact-Match Anchor Text

Exact-match anchor text uses the exact keyword or phrase the linked page is targeting.

Example:

• email marketing software linking to a page about email marketing software

Exact-match anchors can be useful when they are genuinely relevant, but they should be used carefully. Too much exact-match anchor text, especially from external backlinks, can look manipulative.

For internal links, exact-match anchors are usually less risky, but variety still matters. If every internal link to a page uses the same keyword phrase, the content can feel repetitive and unnatural.

Partial-Match Anchor Text

Partial-match anchor text includes part of the target keyword along with other natural language.

Examples:

• best tools for email marketing
• how email marketing platforms work
• choosing software for email campaigns

Partial-match anchors are often ideal because they provide topical relevance without sounding forced.

Branded Anchor Text

Branded anchor text uses a company, product, or organization name.

Examples:

• HubSpot
• Google Search Console
• Mailchimp

Branded anchors are common for homepage links, product references, citations, and external links. They tend to look natural because people often link to brands by name.

Generic Anchor Text

Generic anchor text uses broad phrases that do not describe the destination in detail.

Examples:

• click here
• learn more
• read this
• visit the page

Generic anchors are not always wrong. They can work when the surrounding context is extremely clear or when used in a call to action. However, they are usually weaker than descriptive anchors because they provide less information.

Naked URL Anchor Text

A naked URL anchor uses the actual web address as the clickable text.

Example:

• example.com/resources/seo-guide

This is common in citations, references, social posts, and unformatted content. It can be useful in certain contexts, but it is not usually the best choice for polished web copy.

Image Anchor Text

When an image is linked, search engines may use the image’s alt text as a form of anchor text. This makes descriptive alt text important when images act as links.

If a linked image has missing or vague alt text, both users and search engines may receive less context.

Long-Tail Anchor Text

Long-tail anchor text uses a more specific phrase, often close to a natural search query.

Examples:

• how to create an internal linking strategy for a new website
• ways to improve blog navigation with contextual links

Long-tail anchors can be valuable in educational content because they align with how people ask questions and explore topics.

What Makes Good Anchor Text?

Good anchor text is not complicated. It is clear, relevant, and honest.

The best anchor text usually has the following qualities:

• Descriptive: It explains what the linked page is about.
• Concise: It avoids linking an unnecessarily long sentence.
• Natural: It fits smoothly into the surrounding copy.
• Relevant: It matches the destination page.
• Useful: It helps the reader decide whether to click.
• Accessible: It makes sense even when read out of context.

A strong anchor should set accurate expectations. If the link says “beginner’s guide to keyword research,” the destination should be a beginner-friendly guide about keyword research. If the destination is actually a pricing page, the anchor is misleading.

Misleading anchors may increase clicks temporarily, but they damage trust and can increase bounce rates when users do not get what they expected.

Anchor Text Examples: Weak vs. Strong

Here are a few simple examples of how to improve vague anchor text.

Weak:

• For more information, click here.

Stronger:

• Review our complete guide to internal linking.

Weak:

• You can find the checklist on this page.

Stronger:

• Download the SEO audit checklist.

Weak:

• We explained this topic before.

Stronger:

• We covered how search intent affects content strategy in a previous guide.

Weak:

• Read more.

Stronger:

• Read more about optimizing product category pages.

The stronger examples work because they describe the destination. They also make the content easier to scan.

Anchor Text and Internal Linking

Internal links are links between pages on the same website. Anchor text plays a major role in how effective those links are.

A strong internal linking strategy helps search engines discover pages, understand hierarchy, and identify important content. It also helps users continue their journey through your site.

For example, a blog post about content marketing might naturally link to related pages such as:

• A guide to keyword research
• A content calendar template
• A service page for content strategy
• A case study showing content performance
• A glossary entry defining search intent

Each internal link should use anchor text that accurately describes the destination.

Instead of writing:

• Our template is available here.

You might write:

• Use our content calendar template to plan upcoming campaigns.

This creates a clearer connection between the source page and the destination page.

Anchor Text and Site Architecture

Anchor text also supports site architecture. Your website’s structure is not only defined by menus, categories, and URL paths. It is also shaped by the links inside your content.

When related pages link to each other with clear anchor text, they form topical clusters. These clusters help users and search engines understand which pages belong together.

For example, a site about digital marketing might have a central guide on SEO. Supporting pages might cover:

• Technical SEO
• Local SEO
• Link building
• Keyword research
• On-page optimization
• SEO reporting

If those supporting pages link back to the main SEO guide using natural anchors such as “SEO fundamentals,” “complete SEO guide,” or “search engine optimization overview,” they reinforce the main page’s role as a hub.

At the same time, the main guide can link out to the supporting pages with descriptive anchors such as “technical SEO basics” or “local SEO strategy.”

This creates a logical content ecosystem.

Anchor Text and External Links

External links point from your site to another website. The anchor text you use for external links still matters because it affects user trust and content quality.

When linking externally, choose anchors that clearly identify the source or explain why the link is useful.

Examples:

• Google’s documentation on crawlable links
• an industry report on ecommerce search behavior
• the official accessibility guidelines

External links should support the reader. They can provide evidence, definitions, statistics, tools, or further reading. Avoid linking to low-quality pages, irrelevant sources, or destinations that do not match the promise of your anchor text.

Also be mindful when using commercial anchors for external links. If an external link is sponsored, paid, affiliate-based, or user-generated, use the appropriate link attributes according to your SEO policies and platform standards.

Anchor Text and Backlinks

Backlinks are links from other websites to your site. Their anchor text can influence how your pages are perceived, but backlinks are harder to control because other sites choose how they link to you.

A natural backlink profile typically includes a mix of:

• Brand names
• Page titles
• Partial-match keywords
• Naked URLs
• Generic phrases
• Descriptive editorial anchors

If a large percentage of backlinks use the same keyword-rich anchor text, that can look unnatural. This is especially true if the links come from low-quality or unrelated websites.

Instead of trying to manipulate backlink anchor text, focus on earning links through useful content, original insights, strong resources, digital PR, and genuine relationships.

When you do have influence, such as with partner bios, guest contributions, or resource listings, choose anchor text that is accurate and natural rather than aggressively optimized.

Anchor Text Optimization Best Practices

Anchor text optimization is about balance. You want links to be meaningful without making them feel engineered.

1. Prioritize Relevance

The linked page should match the anchor text closely. If your anchor says “beginner’s guide to analytics,” do not send users to a sales page with only a brief analytics mention.

Relevance improves trust. It also helps search engines connect topics more accurately.

2. Use Natural Language

Anchor text should sound like something a person would actually write. Avoid awkward phrases added only for SEO.

Instead of:

• Learn our best affordable email software small business platform.

Use:

• Compare affordable email software for small businesses.

The second version is still descriptive, but it reads naturally.

3. Vary Your Anchors

If several pages link to the same destination, do not automatically use the same anchor every time. Use natural variations that fit the surrounding context.

For a page about website audits, you might use:

• website audit checklist
• technical site audit process
• how to audit your website
• SEO audit steps
• complete website audit guide

Variation helps your internal linking feel more organic and gives search engines broader context.

4. Avoid Over-Optimization

Over-optimized anchor text often repeats exact-match keywords too frequently. This can happen when every link is written for search engines instead of people.

A natural page should include a mix of anchor styles. Some anchors may be keyword-focused, while others may be branded, action-oriented, or contextual.

5. Keep Anchors Concise

You do not need to link an entire sentence when a short phrase will do. Long anchors can look messy and may make the page harder to scan.

Weak:

• If you want to learn everything there is to know about optimizing a page for search engines, visit this guide.

Stronger:

• Explore our on-page SEO guide.

The shorter version is easier to read and more useful.

6. Make Links Visually Clear

Anchor text only works if users can recognize it as a link. Make sure your website design clearly distinguishes links from regular text.

Good link styling often includes:

• A contrasting color
• Underlining or another visible indicator
• Clear hover and focus states
• Sufficient color contrast for accessibility

Do not rely on color alone if it makes links difficult for some users to identify.

7. Avoid Misleading CTAs

A call-to-action anchor should accurately reflect the next step.

For example:

• Get a free consultation should lead to a consultation request flow.
• Download the checklist should trigger or lead to a downloadable resource.
• View pricing should lead to pricing information.

Clear CTAs improve conversion quality because users know what to expect.

8. Consider Search Intent

Anchor text should align with where the reader is in their journey.

Informational content often works well with anchors like:

• how internal links support SEO
• guide to content pruning
• keyword research basics

Commercial content may use anchors like:

• compare service packages
• request a proposal
• view platform features

Matching anchor text to intent makes the path feel natural.

Common Anchor Text Mistakes

Even experienced content teams make anchor text mistakes. Many are easy to fix once you know what to look for.

Using Too Many “Click Here” Links

“Click here” is not always harmful, but it is rarely the strongest option. It gives little context and can be especially unhelpful for screen reader users scanning links.

Replace generic links with descriptive phrases whenever possible.

Linking the Same Page Too Often

If a page includes multiple links to the same destination, ask whether each link is necessary. Repeated links can distract readers and dilute attention.

In some cases, it makes sense to link to the same page more than once, especially in long content. But every link should have a purpose.

Linking Irrelevant Keywords

Do not link a keyword just because it is present. The link should help the reader continue learning or take action.

If the destination is not directly useful at that moment, skip the link.

Using Exact-Match Anchors Everywhere

Exact-match anchors can be helpful, but overuse creates a pattern that feels unnatural. Mix in partial-match, branded, and contextual anchors.

Linking to Low-Quality Pages

Anchor text can only do so much. If the destination page is thin, outdated, irrelevant, or difficult to use, the link will not create a good experience.

Before adding a link, ask: Is this destination worth the reader’s click?

Ignoring Accessibility

Links should make sense out of context. Screen reader users may navigate from link to link, so repeated anchors like “read more” can become confusing.

Descriptive anchor text improves accessibility and usability at the same time.

Creating Keyword-Stuffed Sentences

A sentence packed with keyword-heavy anchors is hard to read. SEO copy should still sound human.

If a link feels awkward, rewrite the sentence instead of forcing the anchor.

How to Audit Anchor Text on Your Website

An anchor text audit helps you understand how your site uses links and whether those links support your SEO goals.

You do not need to audit every link manually at first. Start with your most important pages, such as:

• Homepage
• Main service pages
• Product pages
• High-traffic blog posts
• Conversion landing pages
• Topic hub pages
• Pages ranking on page two or three of search results

Step 1: Identify Important Destination Pages

List the pages you most want users and search engines to understand. These might be revenue-driving pages, cornerstone guides, or high-value resources.

For each page, define the primary topic. This helps you evaluate whether the anchor text pointing to that page is clear and relevant.

Step 2: Review Internal Links

Look at which pages link to each important destination. Ask:

• Is the anchor text descriptive?
• Does it match the destination page?
• Are there too many exact-match anchors?
• Are there missed opportunities to link from related content?
• Are old links pointing to outdated URLs?

You may find that some important pages have very few internal links, while less important pages receive too much attention.

Step 3: Check for Generic Anchors

Search for repeated phrases like:

• click here
• read more
• learn more
• this article
• this page

Decide whether each one can be improved. You do not need to eliminate every generic anchor, but high-value links should usually be descriptive.

Step 4: Look for Over-Optimization

If one page receives dozens of internal links with the exact same keyword anchor, revise some of them. Use natural variations that reflect the context of each source page.

Step 5: Fix Broken or Redirected Links

Anchor text loses value if the link leads to a broken page, unnecessary redirect chain, or irrelevant destination. Update links so they point directly to the best available page.

Step 6: Improve Link Placement

Links placed naturally within relevant body copy are often more useful than links buried in footers or unrelated blocks. Review whether your most important links appear where users are most likely to need them.

Step 7: Document Guidelines

If multiple writers, editors, or SEO specialists work on your site, create anchor text guidelines. This keeps your internal linking consistent without making it robotic.

Your guidelines might cover:

• When to link internally
• How to choose descriptive anchor text
• How often to link to service pages
• When to use branded anchors
• When to avoid exact-match anchors
• How to handle CTAs

Anchor Text for Blog Content

Blog posts are one of the best places to use anchor text strategically because they naturally cover related topics.

When writing or updating a blog post, look for opportunities to link to:

• Deeper guides
• Related beginner resources
• Product or service pages, when relevant
• Glossary definitions
• Original research
• Templates or tools
• Case studies

The key is to place links where they genuinely help the reader.

For example, in a post about writing landing pages, it may be useful to link to resources about:

• Conversion copywriting
• A/B testing
• Call-to-action examples
• Landing page design
• Lead generation strategy

Each link should feel like a helpful next step, not an interruption.

Anchor Text for Ecommerce Websites

For ecommerce sites, anchor text can support product discovery, category relevance, and buyer decision-making.

Useful ecommerce anchors might include:

• women’s waterproof hiking boots
• compare lightweight carry-on luggage
• shop replacement coffee filters
• view skincare products for dry skin
• learn how to choose a running shoe

Internal links can connect blog content, buying guides, category pages, product pages, and support resources.

For example, a buying guide about hiking gear could link to category pages for backpacks, boots, jackets, and trekking poles. Descriptive anchors help users move from research to shopping without feeling pushed too early.

Avoid using the same product keyword repeatedly in every link. Ecommerce sites can easily become over-optimized because category names are repeated across many pages. Use natural variations where appropriate.

Anchor Text for Local SEO

Local businesses can use anchor text to connect service pages, location pages, blog posts, and contact paths.

Examples include:

• emergency plumbing services in Austin
• schedule a roof inspection
• our Chicago dental office
• residential HVAC maintenance plans
• directions to our downtown location

Local anchor text should be clear and helpful. If a page is about a specific service area, link to it using language that reflects the actual location and service. But avoid stuffing city names into every link unnaturally.

A good local SEO link feels useful to someone trying to solve a nearby problem.

Anchor Text for SaaS and B2B Websites

SaaS and B2B websites often have complex buyer journeys. Anchor text can guide readers from educational content to product information, comparison pages, demos, and case studies.

Strong B2B anchors might include:

• workflow automation features
• compare project management plans
• customer onboarding case study
• security and compliance overview
• book a product demo

Because B2B buyers often need multiple touchpoints, internal links should create a logical path. A top-of-funnel guide can link to a template or educational resource, while a mid-funnel article may link to a feature page or comparison guide.

The anchor text should match the reader’s likely intent at that stage.

Accessibility and Anchor Text

Accessible anchor text helps all users, including people using assistive technologies.

A screen reader may allow users to jump through links on a page. If every link says “read more,” the user may not know what each link refers to. Descriptive anchors solve this problem.

Accessible anchor text should:

• Make sense without relying entirely on surrounding text
• Avoid repeated generic phrases
• Clearly describe the destination or action
• Be visually distinguishable from regular text
• Avoid opening new experiences without warning when possible

For example, “download the annual report” is more accessible than “download.” “View our pricing plans” is clearer than “see more.”

Accessibility and SEO often overlap because both reward clarity.

Anchor Text and Content Strategy

Anchor text should not be handled randomly at the end of content production. It should be part of your content strategy from the beginning.

Before publishing a new page, ask:

• What existing pages should link to this page?
• What pages should this new page link to?
• Which anchor phrases would be most natural?
• Is this page part of a larger topic cluster?
• Should the page support conversions, education, or navigation?

This is especially important for large websites. Without a plan, internal links become inconsistent. Some pages become isolated, while others receive too many links with repetitive anchors.

A simple internal linking process can improve both content quality and discoverability.

Anchor Text vs. Text Structure Anchor Charts

The phrase anchor text can sometimes be confused with classroom terms like text structure anchor chart or text structures anchor chart. They sound similar, but they refer to different concepts.

In SEO and web content, anchor text means the clickable words in a hyperlink.

In education, a text structure anchor chart is usually a visual classroom reference that helps students understand how writing is organized, such as cause and effect, compare and contrast, sequence, problem and solution, or description.

The overlap is mainly in the word “anchor.” In both cases, the “anchor” helps provide structure and guidance. Anchor text guides users through digital content, while a text structures anchor chart helps learners identify patterns in written material.

If you are creating content for teachers or educational websites, this distinction matters. A page about anchor text should focus on hyperlinks and SEO. A page about a text structure anchor chart should focus on reading comprehension and writing organization.

How Anchor Text Supports Topic Clusters

Topic clusters are groups of related content built around a central theme. Anchor text helps connect those pieces.

A topic cluster often includes:

• A broad pillar page
• Supporting blog posts
• Definitions or glossary entries
• Templates or tools
• Case studies
• Product or service pages

For example, a pillar page about content marketing might link to supporting pages about content calendars, buyer personas, blog strategy, lead magnets, and content analytics.

The supporting pages can then link back to the pillar page using descriptive anchors. This reinforces the relationship between the pages and helps readers explore the topic in depth.

Good anchor text makes topic clusters feel intentional rather than accidental.

How Many Internal Links Should a Page Have?

There is no universal number of internal links every page should include. The right amount depends on page length, topic depth, site structure, and user intent.

A short landing page may only need a few carefully chosen links. A long-form guide may include many links to related resources. The goal is not to hit a specific number. The goal is to make every link useful.

Ask these questions:

• Does this link help the reader understand the topic better?
• Does it support a logical next step?
• Is the destination page relevant and high quality?
• Is the anchor text clear?
• Would the page still feel focused with this link included?

If the answer is yes, the link may be worth adding. If the link only exists for SEO and does not help the reader, reconsider it.

Should You Use Keywords in Anchor Text?

Yes, keywords can be used in anchor text when they are relevant and natural. But keyword use should not override clarity.

For example, if you are linking to a page about anchor text, using the phrase anchor text may be completely appropriate. It clearly describes the destination. But using the exact phrase in every link from every page would be excessive.

A natural approach may include variations such as:

• how anchor text works
• anchor text best practices
• optimizing link text
• descriptive internal links
• SEO-friendly anchor text

This gives readers and search engines useful context without making the content feel repetitive.

Anchor Text and Calls to Action

CTA links often have a different job than informational links. They are designed to move users toward a specific action.

Common CTA anchors include:

• Request a quote
• Book a demo
• Download the guide
• Start your free trial
• Schedule a consultation
• View pricing

CTA anchor text should be action-oriented and specific. Users should understand what happens next.

Vague CTAs can create hesitation. Specific CTAs reduce uncertainty.

For example, “Submit” is less helpful than “Send my request.” “Get started” may work in some contexts, but “Start building your content plan” may be stronger if it matches the offer.

How to Write Better Anchor Text

If you are unsure how to choose anchor text, use a simple process.

First, define the destination

What is the linked page actually about? Is it a guide, service page, product page, category page, form, tool, or download?

Next, identify the reader’s need

Why would someone click this link at this moment? Are they trying to learn more, compare options, solve a problem, or take action?

Then, write a clear phrase

Use words that describe the destination and fit naturally in the sentence.

Finally, check for accuracy

Make sure the anchor does not exaggerate, mislead, or promise something the destination does not provide.

A simple formula is:

• Verb or context plus destination topic

Examples:

• review the SEO checklist
• compare content strategy services
• download the planning template
• learn how redirects work
• explore our analytics dashboard features

This keeps anchors clear and action-focused.

Anchor Text Checklist

Before publishing or updating a page, review your links with this checklist:

• Does each link have a clear purpose?
• Is the anchor text descriptive?
• Does the anchor accurately match the destination?
• Are important pages receiving relevant internal links?
• Are you avoiding excessive exact-match repetition?
• Are generic anchors used sparingly?
• Do CTA links clearly describe the next action?
• Are links visually easy to identify?
• Would the anchor make sense to someone using a screen reader?
• Are broken, outdated, or redirected links fixed?

A quick review can significantly improve the quality of a page.

Measuring the Impact of Anchor Text Improvements

Anchor text changes can support SEO and engagement, but they should be measured as part of a broader content strategy.

Useful indicators include:

• Improved rankings for destination pages
• Increased organic traffic to internally linked pages
• Higher click-through rates from content pages
• Better engagement on destination pages
• Reduced orphan pages
• More balanced internal link distribution
• Improved conversions from contextual links

Do not expect every anchor text change to create immediate results. Internal linking improvements often work gradually as search engines recrawl pages and users interact with clearer pathways.

The best results usually come from combining anchor text optimization with stronger content, better site structure, technical SEO, and a clear conversion strategy.

Frequently Asked Questions

What is anchor text in simple terms?

Anchor text is the clickable text in a link. It tells users what they can expect if they click and helps search engines understand the linked page.

Why is anchor text important for SEO?

Anchor text gives search engines context about the destination page. It also improves internal linking, navigation, accessibility, and user experience.

Is exact-match anchor text bad?

Exact-match anchor text is not automatically bad. It becomes a problem when it is overused or looks unnatural. Use exact-match anchors only when they fit the content and mix them with natural variations.

What is the best anchor text to use?

The best anchor text is descriptive, relevant, concise, and natural. It should accurately explain the linked destination.

Should I use “click here” as anchor text?

You can use “click here” in limited situations, but descriptive anchor text is usually better. Instead of “click here,” use a phrase that explains the action or destination.

How long should anchor text be?

Anchor text should usually be short enough to scan easily but long enough to be clear. A few words are often enough, though longer phrases can work when they sound natural.

Can anchor text improve conversions?

Yes. Clear CTA anchor text can reduce uncertainty and guide users toward actions such as booking a demo, downloading a resource, viewing pricing, or contacting a business.

How often should I update anchor text?

Review anchor text whenever you update content, add new pages, change URLs, or refine your SEO strategy. Older content often contains valuable internal linking opportunities.

Key Takeaway

Anchor text may seem like a small detail, but it has a major impact on how people and search engines understand your website. Clear, descriptive links make content easier to navigate, strengthen topical relevance, support accessibility, and guide users toward meaningful next steps.

The best approach is simple: write anchor text for humans first. Make it accurate, useful, and natural. When your links genuinely help readers move through your content, they are far more likely to support your SEO goals as well.