Link building strategy
Link Building for New Websites: A Practical 6 Month Plan
A new site needs a few trusted links, not a big package. This month by month plan shows what to build and when.
Read articleAnchor Text Ratio: How to Keep Your Backlinks Natural
Too many exact keyword anchors is one of the fastest ways to make a link profile look built. Here are the anchor types, a safe starting mix and how to check yours.
This guide shows how to plan a safe anchor text ratio for your backlinks, with real examples and a free calculator. It is part of my link building guide.
Quick answer
There is no official “safe” anchor text ratio. A natural profile is led by branded and URL anchors, with smaller shares of partial match, generic and exact match anchors. As a starting point, keep exact match keywords to a small minority of your links and compare your mix with the pages that already rank.
What is anchor text?
Anchor text is the clickable text of a link. In <a href="https://zahidawais.com/">Zahid Awais</a> the anchor is “Zahid Awais”. Google uses anchor text to understand what the linked page is about. Its own documentation asks site owners to write descriptive, natural anchor text, which is exactly why unnatural anchors stand out.
The 7 types of anchor text
| Type | Example (target: running shoes page) | Risk |
|---|---|---|
| Branded | Nike, Zahid Awais | Very low |
| Naked URL | zahidawais.com, https://example.com/shoes/ | Very low |
| Brand + keyword | Nike running shoes | Low |
| Partial match | shoes for long distance running | Low to medium |
| Generic | this guide, read more, website | Low |
| LSI / related | marathon trainers, jogging footwear | Low |
| Exact match | best running shoes | High if overused |
Why anchor text ratio matters
Real people link with brand names, URLs and whatever words fit their sentence. They almost never all use your money keyword. When most links to a page use the same commercial phrase, it is a classic sign of manipulated links, and Google’s spam policies name keyword-rich anchor links in articles and guest posts as an example of link spam.
In the audits I run for new clients, over-optimised anchors are one of the most common problems I find after a site drops, often from older link building done before they came to me.
A safe starting mix (rule of thumb)
These ranges are not Google rules. They are a practical starting point I use for a normal business website. Always adjust to what the top ranking pages in your niche look like.
| Anchor type | Homepage | Inner money page | Blog article |
|---|---|---|---|
| Branded + naked URL | 60 to 75% | 30 to 45% | 25 to 40% |
| Partial match + related | 10 to 20% | 25 to 35% | 30 to 40% |
| Generic | 5 to 15% | 10 to 15% | 10 to 20% |
| Exact match | 0 to 5% | 5 to 10% | 5 to 10% |
Example
A service page with 30 linking domains could have 11 branded or URL anchors, 9 partial match (“plumbing repair in Leeds”), 4 generic (“their website”), 3 related (“boiler repair experts”) and 3 exact match (“emergency plumber Leeds”). That page has keyword signals without looking forced.
How to check your current anchor ratio
- Export your backlinks from Google Search Console (Links, then Top linking text) or from Ahrefs or Semrush.
- Group the anchors into the types above.
- Paste the numbers into my free anchor text ratio calculator to see your percentages and warnings.
- Check the top 5 ranking pages for your keyword the same way, and compare.
- Plan your next links to fill the gaps, usually more branded, URL and partial match anchors.
How to fix an over-optimised anchor profile
- Dilute, do not panic: build new links with branded and URL anchors over the next few months.
- Ask for edits: where you have a relationship with the site, ask to change exact anchors to the brand name.
- Remove the worst links: paid links on spam sites with exact anchors are better removed.
- Disavow only when needed: if you have a manual action or a clear pattern of bought links, a disavow file can help. Use the free disavow file generator.
- Strengthen the page: better content and internal links reduce the need for aggressive anchors.
Does the ratio apply to internal links?
Internal links are different. Google wants descriptive anchor text on your own site, and using the page’s main topic words in internal links is normal and helpful. Just avoid stuffing and vary the wording naturally. My internal linking strategy guide covers this in detail.
How I set anchors on client orders
For every link building order, I plan the anchor for each link before outreach. The client gets a sheet with the target URL, the anchor type and the exact words, so the overall mix stays natural even after many months of links. If you order links anywhere, ask your provider for the same plan.
Done for you
I have placed 5000+ links for clients, including brands like Capterra UK, Adobe and OKX. I only use real sites with real traffic, and every link is checked live for 6 months.
Frequently asked questions
What is a good anchor text ratio?
There is no official number. Most natural profiles are led by branded and URL anchors, with exact match anchors as a small minority. Compare with pages that already rank for your keyword.
Can exact match anchors get my site penalised?
Using too many exact match anchors, especially on paid or low quality links, is a common sign of link spam and can lead to a ranking drop or a manual action.
Is anchor text still a ranking factor?
Google uses anchor text to understand what the linked page is about, so it still matters. Natural, descriptive anchors work best.
Should every guest post use my keyword as anchor?
No. Mix branded, URL, partial match and generic anchors. Use exact match only for a small share of links.
Do internal links count toward anchor ratio?
Not in the same way. Descriptive internal anchors are recommended by Google. Just keep them natural and varied.
Sources
Facts checked against these official pages on 10 October 2026. Read my editorial policy.
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