Writing Descriptive Anchor Text for Internal and Outbound Links
Anchor text is the visible, clickable text of a link. It tells readers what they will find before they click, and search engines use it as a description of the destination page. Good anchors are short, specific and honest; they make a page easier to scan and the destination easier to understand.
What makes anchor text descriptive
Describe the destination, not the action. Text such as "click here" or "read more" says nothing about the target page, especially to someone using a screen reader that lists links out of context. A phrase like "guide to redirect chains" sets an accurate expectation.
Keep anchors reasonably short. A few words that name the topic usually work better than a full sentence wrapped in a link.
<!-- Vague -->
To fix redirects, <a href="/guides/redirects/">click here</a>.
<!-- Descriptive -->
See the <a href="/guides/redirects/">guide to flattening redirect chains</a>.Avoiding repetition and over-optimization
Repeating the exact same keyword phrase in every link to a page reads unnaturally and adds little information. Vary wording naturally according to context, as an editor would. Links to different pages should not share identical anchors, or readers cannot tell them apart.
Make sure the anchor matches what the destination actually contains. Misleading link text frustrates readers and weakens the usefulness of the signal.
Placement and context
Links inside relevant paragraphs carry useful surrounding context, while long lists of links in footers carry little. A short list of related reading at the end of an article works well when each item has a clear, distinct title.
Review link text during editing, just like headings, so every link on a page can stand on its own.