The Future of Anchor Text and SEO


Anchor text has always been an important element in search engine optimization (SEO). It refers to the clickable text in a hyperlink, and it tells search engines what the linked page is about. Anchor text has been used as a signal by search engines to understand the relevance, authority, and quality of a webpage. However, over the past few years, the role and importance of anchor text in SEO have been changing. In this article, we'll take a closer look at the future of anchor text and how it will impact SEO.

The History of Anchor Text in SEO

In the early days of SEO, anchor text was a simple and effective way to boost a webpage's ranking in search engine results pages (SERPs). Webmasters used exact-match anchor text, which means that the text in the hyperlink matched the keyword they were trying to rank for. For example, if they wanted to rank for "best pizza in San Francisco," they would use that phrase as the anchor text in their backlinks. However, this practice was abused by spammers who flooded the internet with irrelevant and low-quality links, causing Google to update its algorithm to penalize sites that used unnatural and manipulative links. Google's Penguin update in 2012 specifically targeted sites with spammy and irrelevant anchor text, making it more important to use natural and diverse anchor text.

The Role of Anchor Text Today

Today, anchor text is still an important factor in SEO, but it's no longer the dominant signal that it used to be. Google's algorithm has evolved to look at the overall context of a webpage, including the content, quality of links, and social signals, to determine the relevance and usefulness of a page. In fact, Google's John Mueller tweeted in 2020 that anchor text is not a critical ranking factor, and that websites should focus on creating high-quality content and earning authoritative links. This means that webmasters should focus on creating content that people want to share and link to, rather than obsessing over the specific anchor text used in their backlinks.

The Future of Anchor Text and SEO

As Google continues to refine its algorithm, we can expect anchor text to play an even smaller role in SEO in the future. In fact, some experts predict that Google may even stop using anchor text as a ranking signal altogether. Instead, search engines will increasingly rely on machine learning algorithms to understand the contextual relevance of a page and its content. This means that webmasters should focus on creating high-quality and relevant content that answers the user's search intent, and earning authoritative links from reputable sources.


In summary, anchor text has played a significant role in SEO in the past, but its importance is decreasing as search engines become more sophisticated. Webmasters should focus on creating high-quality content that naturally attracts relevant links from authoritative sources, rather than obsessing over specific anchor text. The future of SEO is about creating valuable content that answers the user's search intent and earns the trust and authority of both search engines and users.