The words you use to link between pages on your website signal keyword relevance to Google. Here is how to use anchor text strategically without over-optimising.
What anchor text tells search engines about a linked page
Anchor text is the visible, clickable text in a hyperlink. When Google sees a link with the anchor text kitchen renovation services, it treats that as a signal that the linked page is relevant to kitchen renovation services. When the same page receives many internal links with descriptive, relevant anchor text from other pages across the site, Google's confidence in that page's relevance increases.
This is why anchor text is one of the most actionable on-page SEO elements on a business website. By intentionally choosing descriptive anchor text for your internal links, you are continuously providing Google with keyword context about your pages every time you publish new content or link between pages.
Choosing descriptive anchor text for your internal links
Descriptive anchor text tells both visitors and search engines what the linked page is about. Instead of click here, read more, or this article, use anchor text that names the topic or service the linked page covers. Phrases like our kitchen renovation process, how to choose a web designer, or website speed optimisation tips all provide useful context and naturally include relevant keywords.
For links to your service pages from blog posts, use anchor text that reflects how your target customers might search for that service. A blog post about kitchen planning could link to your kitchen renovation service page using anchor text like professional kitchen renovation in Nairobi or kitchen renovation services for homeowners. This creates a natural, readable link that also carries keyword relevance.
How to avoid over-optimisation with internal anchor text
Using identical keyword-rich anchor text every single time you link to a page is a pattern that can look manipulative to Google, particularly if the anchor text is an exact match for a competitive keyword and appears across many pages. Natural internal linking uses varied anchor text that includes the target keyword, synonyms, partial phrases, and branded references.
If your kitchen renovation page is being linked from twenty blog posts, it is natural for some links to use kitchen renovation, others to use kitchen remodel services, others to use our renovation team, and some to simply use the page headline as anchor text. This variation looks like genuine navigation intent rather than keyword manipulation.
Auditing and improving your current internal anchor text
Tools like Screaming Frog, Ahrefs, or SEMrush can crawl your website and export a list of all internal links with their anchor text. Review this export and look for links that use vague anchors like click here, here, or more information. These are missed opportunities to add keyword context. Replacing them with descriptive anchors is a low-effort improvement that can have a measurable effect on how well your important pages rank.
Also look for pages on your site that receive very few internal links. Important service pages that are only linked from the main navigation are missing the keyword context that additional blog post and service page links could provide. Creating a content plan that deliberately links to your key service pages from relevant blog posts is one of the most consistent ways to build internal link equity over time.
Frequently asked questions
How many internal links should a typical blog post have?
Two to five internal links per blog post is a reasonable guideline for most small business sites. Each link should point to a genuinely relevant page and use descriptive anchor text. Avoid forcing links that do not fit naturally into the content.
Should I use the same anchor text for all links to my homepage?
Links to your homepage often naturally use your brand name as anchor text, which is appropriate. You can also use descriptive phrases for homepage links from blog posts, but brand-name anchors are expected and natural for homepage links.
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