Make your links say what they mean
The words in your links tell Google and your customers where they're going. Here's how to write them right.
Google reads the words in your links to understand what the pages you're linking to are about, and to find new pages on your site. Your customers read those same words to know whether they want to click. The link text—called anchor text—matters more than most small-business owners realize, and it's one of the easiest things to fix this week.
Key facts
- Google can only follow links that are built as proper HTML anchor elements with an href attribute; other link formats won't work reliably.
- The visible text of a link should describe where the link goes, not stuff keywords or use generic phrases like "click here."
- Google looks at the words surrounding your links too, not just the link text itself, so write naturally in full sentences.
- If you link to images, use descriptive alt text so Google knows what the image is about.
- Repeating the same link text across many links—whether within your site or from outside sites pointing to you—can look unnatural to search engines.
Tip 1: Write link text that describes the destination
Your link text should tell the reader what they'll find on the other side. Instead of "click here" or "learn more," write something specific: "our pricing page," "fence maintenance tips," "book an appointment." This works for both people and Google. A customer knows what to expect. Google knows what the page is about.
Tip 2: Keep link text short and natural
Two to five words is usually enough. Write as you would speak. If you find yourself cramming keywords into the link text, stop. The sentence should read naturally with the link in it. "We offer deck staining services" is better than "deck staining services we offer deck staining." Your reader notices forced language, and search engines have learned to spot it too.
Tip 3: Check the sentence around the link, not just the link itself
Google reads the words before and after your link to understand context. Don't chain multiple links next to each other with no text between them. Instead, write "Read our guide to roof repair" with one link on "guide to roof repair," not separate links on each word. Your reader can tell which link is which, and Google gets better context.
Tip 4: Use different link text for the same page
If you link to your contact page from multiple places on your site, vary the link text. One time use "contact us," another time use "get in touch," another time use "request a quote." A site that refers to the same destination in different ways looks more natural and less like someone was trying to game the system.
Tip 5: Add alt text to images that are links
If you use an image as a clickable link, Google reads the alt text the same way it reads link text. Write a short description of what the image shows and where it goes: "link to our gallery of completed projects" or "before and after photos of kitchen remodels." This helps both Google and people using screen readers.
Tip 6: Link to your own pages when it makes sense
Don't just link outward to other sites. Link between your own pages too. If you write a blog post about seasonal maintenance, link to your service page. If you mention a product, link to the product page. This helps Google find all your pages and helps customers understand what else you offer. Every page you care about should have at least one link pointing to it from somewhere else on your site.
Tip 7: Make sure your links actually work
Google can only follow links built the right way in HTML. If your website builder or template uses JavaScript or other methods to create links, test them. Use your browser's developer tools or ask your web person to confirm that links have proper href attributes. A broken link helps no one.
Sources
- Link best practices for Google - Google Search Central
- Anchor text - Moz
They did the reporting. The writing and the opinions here are ours.
Questions people ask about this
Does the link text really affect Google rankings?
Google uses link text to understand what the destination page is about. The better your link text describes where the link goes, the easier it is for Google to figure out the page's topic and relevance.
What if I use the same link text on multiple links?
Vary your link text even when linking to the same page. Use "contact us" one time, "get in touch" another time, "request a quote" another time. Repeating identical text across many links can trigger spam detection.
Can I use 'click here' as link text?
You can, but don't. It tells the reader nothing about where the link goes, and it tells Google nothing about the destination page. Write something specific instead: "view our menu," "schedule a consultation," "see our portfolio."
What if I link to another website?
Link to external sites when it makes sense and adds value for your reader. Use descriptive link text that explains what they'll find. External links can help establish trustworthiness when you provide context about what the reader can expect.
Do I need to worry about links in images?
If an image is clickable, add alt text that describes what the image shows and where it goes. Google reads alt text the same way it reads link text. This also helps people using screen readers understand the link.
How long should link text be?
Two to five words is usually right. Long enough to be descriptive, short enough to be clear. Write naturally; if it sounds forced, it's too long.
This piece is about Link best practices for Google, published by Google Search Central. Go read the original; the opinions here are ours and the reporting is theirs.
