Created on September 16, 2020 | Updated on March 11, 2021

Backlink Profile and Anchor Text. What's the Connection?

8 min read
SEO Articles
anchor text

If you are working on your blog or site you’ve probably heard of backlink profile and anchor text. And you know how essential they are. Google itself and many SEO experts say how vital quality backlinks are for your site’s ranking.

Yet not all think about backlinks and anchor text connection. Well, we advise you to perceive it as a single whole. Google’s Senior Webmaster Trends Analyst John Mueller had multiply confirmed that the engine uses anchor text for a better understanding of the link’s essence.

This way, not only the backlinks themselves but also anchor text influence the site’s ranking.

Nevertheless, are all the anchor text equally beneficial for your site’s position? How do you ensure that the anchors work for the ranking boost and do no harm?

We get that link building is not the easiest task and anchor text may add some dismay. In this article, we’ll try to make things clearer. Continue reading to learn what best practices to implement and use anchor texts together with links like a pro.


What is a backlink profile?

Let’s quickly revise what the backlink profile is. Basically, we can define the backlink profile as a list of the links that are pointing to your site.

So, your backlink profile may consist of a variety of backlinks:

  • A collection of pages with the anchor text linking to you,
  • A list of pages linking to your site grouped by the keywords class,
  • An array of links from pages/sources based on the country’s origin.

Also, you can choose other key factors around which you’ll group the links. As you can see, it’s up to you how to form the list.

You may notice that some SEO specialists say they have a “strong” backlink profile. Nonetheless, there is no clear definition of the so-called “strong” profile. The only thing we can mention is that professionals associate quality backlinks with links coming from relevant, authority, and industry-related websites.

What is an anchor text?

According to Moz, the anchor text is a visible text you can click on and which is in a hyperlink. How do you recognize an anchor text? Well, it's pretty simple. Most of the browsers show it in blue and often underline it.

The anchor text appears when you are pointing to another site, page on your site, or another source. You need to also note that the image can contain an anchor text. In this case, the search engines will assume the image’s alt tag as an anchor.

Accordingly, the text anchor in HTML will look like this.

<a href="">guest posting service</a>

The image’s anchor text goes like this.

<a href=””>

<img src=”/guest-posting.png” alt=”guest posting blog”/>


internal link anchor text

In both cases, Google will count the anchor text as a representation of how others see your page/site. In other words, the anchor shows what your page is about.

But that’s not all. Search engines use anchor text to understand what keywords it is better to rank your page for.

That’s why we insist on the anchor text’s importance.

You may think: “OK, I can influence the quality of the internal link anchor text. But about the external one?” Sure thing, it’s not the easiest task. What we can advise, is monitoring and auditing your backlinks.

All-in-all, the diversity of your anchor text profile ensures Google that you write expert and trustworthy content. That, in turn, helps your site rank better.

Anchor text variants

Of course, there are various types of anchor text. We also should mention that every anchor text type will have a different impact on the backlink profile. You can read Ahref’s study for more. But for now, let’s jump to the anchor text types.


In this case, we add a link to the phrase/keyword for which we’d like to rank. Also, the anchor text reflects the essence of the page we are linking to.

For instance: I am using Adsy’s guest posting service to place my articles.

We send customers to Adsy’s main page that tells about the guest posting service opportunities. So, we’d like to rank for the keyword “guest posting service.”

anchor text


This way, the anchor text fully aligns with your brand’s name.

For instance: I am using Adsy’s guest posting service to place my articles.

The final destination is the same main page of Adsy.

Phrase match

In this situation, the anchor text is made of the keyword (we’d like to rank for) + another word(s).

For instance: I am using Adsy’s guest posting service to place my articles.

In fact, the landing page also fully fits the description of the anchor text.

Partial match

With this option, you also complete a mission of including the keyword into the anchor text. Yet the words’ position doesn’t fully correlate with the desired one.

For instance: I am using Adsy as a service for guest posting to place my articles.

As you can see, all the primary words are in the phrase. But we don’t get the initial words’ sequence we aim for.

Naked URL

As the name suggests, it’s a bare link to the page.

For instance: I am using Adsy’s guest posting service to place my articles.

This way, we see the URL of the page to which the author directs us.

anchor text link

Genric or random

We all know this type of anchor text. In this case, a random word or phrase acts as an anchor text.

For instance: I am using Adsy’s guest posting service to place my articles. Click here to see.

The anchor text may also include this phrase in the whole - “click here.” Other popular options are read more, more, check more, etc.

Best practices of the anchor text

Remember, we’ve mentioned that not every anchor text is efficient? It’s time to study this issue a bit deeper. So, what should you take into account when creating anchor text?


The formula is pretty simple. The more relevant the anchor text is the more quality the backlink is. How do you ensure this?

So, we’ve mentioned that the anchor text has to relate to the page/source you are pointing to. There might be a few options.

For example, your anchor is “mirrorless cameras.” You can link to the page that is called Mirrorless Cameras and offers a variety of gadgets to fellow photographers.

On the other hand, you may use the anchor “mirrorless cameras” in your article about the best cameras in 2021. You can employ this text with a link to direct readers to another article that offers more insights on this type of camera.

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