Anchor text is the clickable text that contains your link. The words used matter — both for telling Google what a page is about and for keeping your backlink profile looking natural. Using the same anchor text repeatedly, especially exact match keywords, is one of the most common link building mistakes and can trigger over-optimisation penalties.
The other common mistake is following a generic formula — 20% exact match, 50% branded, and so on. The problem with this approach is that every search result is different. The right anchor distribution for a page targeting "bathroom renovation cost" in your market will not be the same as for another keyword, another niche, or another site. A formula gives you a rough guide at best and a false sense of security at worst.
The right approach is to look at what Google is already rewarding for your specific keyword, compare that to where your own profile currently sits, and build anchors that close the gap.
The Anchor Types:
Branded — your brand or company name. One of the most natural anchor types and a signal of legitimacy to Google.
URL — the raw web address. Another inherently natural anchor that carries no keyword footprint.
Topical — words related to your topic without being the exact keyword.
Partial match — your target keyword combined with other words. These carry more keyword weight than topical anchors but are less aggressive than exact match.
Misc / generic — phrases like "click here," "read more," or "this article." These carry no keyword signal but add natural variation to a profile.
Exact match — the precise keyword you are targeting, used verbatim. The most powerful anchor type but also the most risky if overused. Use sparingly and only once your profile has a solid base of other anchor types already in place.
How To Choose The Right Anchors:
Before selecting any anchor text, check what Google is rewarding for your specific keyword. Look at the top ranking pages and break down their anchor profiles by type — exact match, topical, branded, URL, generic. Then look at your own page's current anchor distribution and compare the two.
This comparison tells you exactly where you are over-optimised and where you are under-optimised. If your profile is already heavy on exact match and URL anchors but light on topical, branded, and generic, you should be building more of the latter — and avoiding exact match entirely until the balance is restored.
The goal is to close that gap, not to hit an arbitrary ratio.
If you are a DFY client, our team handles this analysis for you. We pull competitor anchor data from Ahrefs, compare it against your existing profile, and select anchor types that bring you in line with what Google is rewarding for your keyword. If you prefer to provide your own anchor text, you can do so when submitting your targets — we will use it as given, with minor adjustments only if needed to read naturally within the content.
For marketplace orders, we recommend carrying out this analysis before submitting your targets rather than defaulting to exact match anchors.