Optimizing Your Site

- How to Write Descriptive Link Texts

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A significant aspect of SEO is your linking, especially when you are internally linking to your other existing pages and posts and building backlinks.

But often, many developers or writers only use generic anchor texts that rarely compel readers to click the links. This situation is especially problematic for links that are supposed to finally funnel users to conversion.

If you want your readers to effectively click on your post or page links, they have to anchor on a text that is descriptive.

In this section of the KAMG SEO content hub, we will teach you the simple art of creating descriptive anchor texts for your links.

But before we dive in, there are a few terms we need to define.

What is a Link?

A hyperlink, also simply known as a link, is a reference to data that the user can follow by clicking or tapping. It directs a user from a web page to another entire page or to a specific element within that page.

For example, the below image shows a link in blue text. Clicking it on the webpage where this sample was taken from will take the user to a separate contact or booking form.

Discovery call

When you click or tap a link, you move to a new location on the internet, whether it is a page or section on your site or elsewhere. And that location is called a URL.

To create a link, a URL is embedded or integrated into anchor text (or image, usually in the form of buttons). When a link is created, the anchor text generally becomes underlined and blue.

For example, this entire statement that’s blue and underlined is a link that leads to a happy place.

What is a URL?

Technically speaking, the Uniform Resource Locator (URL) is a web resource reference that specifies its location on a computer network and a mechanism for retrieving it.

Your website’s address is a URL, just like https://example.com. And the addresses of the pages within your website are also URLs.

What is an Anchor Text?

This is the text that is linked from. It is the text that is used to create links and more importantly, it is what readers and search engines use to have an idea of what the link is about.

Anchor texts are an important part of a site’s backlinking strategy, and as such, they play an important role in SEO.

Google’s algorithm carefully examines your anchor choices to determine whether you’re engaging in any bad linking practices. 

Google’s algorithms are complex and ever-evolving. And they can distinguish between a number of different types of anchor text.

Types of Anchor Texts

The image below shows the types of anchor texts according to HubSpot.

Anchor Texts

Exact Match

This anchor text uses exact keywords that the source you’re linking to is targeting.

For example:

  • Cat training
  • Workout shorts
  • Olive oil

One approach is to have a relevant domain link to your cat training webpage by using the same keyword, cat training.

However, use them sparingly. Otherwise, you risk activating Google’s spam filter and being penalised.

Phrase Match Anchor Text

The phrase match anchor text includes a specific phrase for which your website is attempting to rank.

Returning to the cat training example, those who are new to training cats may be looking for introductory guides. As a result, they might look for cat training for beginners which would be an appropriate anchor text to use.

Partial Match Anchor Text

This works like the phrase match anchor text but you use a variation of the keyword instead of using the exact phrasing.

For example:

“Cat training for beginners” = “beginner’s guide to training cats”

Branded Anchor Text

It is also common to use website names and branded anchor texts. For instance, we can use “KAMG Email Marketing Content Hub” as a link label to get you to check out our email marketing content hub.

Generic Anchor Text

This is the most recognisable one. Generic anchor texts are commonly used for CTA buttons and ads.

For example:

  • Buy Now
  • Click Here
  • Subscribe Today

Take note that these generic texts are only good for CTA buttons and ads. But for links within an article or even a landing or product page, you want to make your link texts descriptive even in your CTA buttons.

Naked URL

This type uses the URL as the anchor text, just like this: kasandz.com

Image Anchor or No Text

You can use an image as an anchor so that when you click on it, the user will open the URL embedded in it or linked to it.

But remember that when you use an image as an anchor, you need to accompany it with descriptive text. Doing so, you ensure that Google and other search engines can understand what the image is about.

How to Create a Link

Creating a link is significantly simple. And no matter what text software you are using, the process is highly similar.

  1. Type in or find your anchor text (or image).
  2. Highlight or select it.
  3. Find this linkbutton and click it. In Google Docs, you can find it on the menu or when you right-click (for an image, you can simply right-click on the image to find linking options).
  4. Enter the URL on the space that appears and says URL
  1. Click apply, okay or whatever confirmation button appears or simply press enter.

And you have a link.

But you want to make it effective in terms of convincing people to click.

So here’s…

How to Write Excellent Descriptive Texts for Your Links

Here’s an example of a generic link text.

Descriptive Texts

Of course, you can understand by the context that clicking the word here will direct you to a video that will teach you how to train a cat to sit.

But if you think about it, here doesn’t have complete meaning. And at the very least, the word here is not very convincing.

More importantly, when Google and other search engines crawl the page, they primarily connect the link with the anchor text. And with the anchor text here, it’s not very helpful.

A better option would be “watch a video about how to train a cat to sit.”

watch a video

In the latter example, the reader gets descriptive instruction that can motivate them to click on the link.

And it’s good for SEO. Part of most search engines’ concerns is that your links do not mislead your visitors.

Clear and concise text that truly complements the content of where the link leads goes a long way toward confirming the relevance of your links, as well as your consideration for clarity and transparency.

Tips for writing your anchor text.

Simply becoming acquainted with the various types of anchor text will not ensure higher SERP rankings. To get you started, here are a few best practices for your anchor text optimisation.

  1. Ensure that your anchor text is quickly recognisable.

Many platforms provide a variety of webpage customisation options. Some of these incorporate the anchor into the surrounding text.

Make sure that the anchor is clearly marked and clickable.

  1. Don’t dissatisfy or mislead readers.

When linking to other websites, always keep your promise and provide the content you talk about in the anchor text.

  1. Retain the natural flow of your copy.

While most people attempt to approach this task strategically, focusing on exact and phrase matches, natural language does not always work in this manner.

So use descriptive anchor text that flows naturally with your writing.

  1. Ensure to maintain relevant links.

If you provide time-sensitive content, keep in mind to review and update your links on a regular basis.

  1. Create your links with search intent in mind.

Make sure to consider the reader’s search intentions and see to it that they correspond to the context of your content.

  1. Avoid keyword stuffing.

Google penalizes over-optimized anchor texts and low-quality hyperlinks. So avoid using the same keyword on anchor texts repeatedly.

  1. Diversify your anchor text profile.

A natural link profile is diverse. Excessive link label manipulation will result in your website being penalised.

  1. Keep your link texts as brief as possible.

Although Google considers both the anchor and the surrounding text, avoid anchoring large chunks of text.

  1. Clean up URLs when using naked anchors.

Long winding URL strings can be an eyesore for most readers. Keep your anchor text short and simple.

  1. Maintain an inventory of your links and anchors.

A library of all your links and labels is useful not only during the optimisation process but also when performing site audits.

You can use a tool or platform like Link Whisper to organise your internal links.

Be Smart and Practical With Your Link Texts

Your link texts can make a significant impact on your on-page SEO efforts so you have to ensure that you’re doing them right.

And of course, not all links will require highly descriptive anchors. Simply ensure that you are using text that feels natural to your content and format.

Properly labelled links help you organise your content and web pages. And it gives readers an easier time following your content while allowing search engines to understand your pages better.

Picture of Champ Biala

Champ Biala


CHAMP BIALA is the Head of Content for KAMG and a seasoned writer. Past experiences in education, video production and music allows him to create varied content for multiple business types. He provides content for firms across Asia, the US, the UK and Canada when he is not organising beach festivals in the Philippines.

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Privacy Policy

Last updated: June 08, 2022

This Privacy Policy describes Our policies and procedures on the collection, use and disclosure of Your information when You use the Service and tells You about Your privacy rights and how the law protects You.

We use Your Personal data to provide and improve the Service. By using the Service, You agree to the collection and use of information in accordance with this Privacy Policy.

Interpretation and Definitions


The words of which the initial letter is capitalized have meanings defined under the following conditions. The following definitions shall have the same meaning regardless of whether they appear in singular or in plural.


For the purposes of this Privacy Policy:

  • Account means a unique account created for You to access our Service or parts of our Service.

  • Company (referred to as either “the Company”, “We”, “Us” or “Our” in this Agreement) refers to Kas Andz Marketing Group, International House, 24 Holborn Viaduct, London EC1A 2BN.

  • Cookies are small files that are placed on Your computer, mobile device or any other device by a website, containing the details of Your browsing history on that website among its many uses.

  • Country refers to: United Kingdom

  • Device means any device that can access the Service such as a computer, a cellphone or a digital tablet.

  • Personal Data is any information that relates to an identified or identifiable individual.

  • Service refers to the Website.

  • Service Provider means any natural or legal person who processes the data on behalf of the Company. It refers to third-party companies or individuals employed by the Company to facilitate the Service, to provide the Service on behalf of the Company, to perform services related to the Service or to assist the Company in analyzing how the Service is used.

  • Usage Data refers to data collected automatically, either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit).

  • Website refers to Kas Andz Marketing Group, accessible from kasandz.

  • You means the individual accessing or using the Service, or the company, or other legal entity on behalf of which such individual is accessing or using the Service, as applicable.

Collecting and Using Your Personal Data

Types of Data Collected

Personal Data

While using Our Service, We may ask You to provide Us with certain personally identifiable information that can be used to contact or identify You. Personally identifiable information may include, but is not limited to:

  • Email address

  • First name and last name

  • Phone number

  • Address, State, Province, ZIP/Postal code, City

  • Usage Data

Usage Data

Usage Data is collected automatically when using the Service.

Usage Data may include information such as Your Device’s Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that You visit, the time and date of Your visit, the time spent on those pages, unique device identifiers and other diagnostic data.

When You access the Service by or through a mobile device, We may collect certain information automatically, including, but not limited to, the type of mobile device You use, Your mobile device unique ID, the IP address of Your mobile device, Your mobile operating system, the type of mobile Internet browser You use, unique device identifiers and other diagnostic data.

We may also collect information that Your browser sends whenever You visit our Service or when You access the Service by or through a mobile device.

Tracking Technologies and Cookies

We use Cookies and similar tracking technologies to track the activity on Our Service and store certain information. Tracking technologies used are beacons, tags, and scripts to collect and track information and to improve and analyze Our Service. The technologies We use may include:

  • Cookies or Browser Cookies. A cookie is a small file placed on Your Device. You can instruct Your browser to refuse all Cookies or to indicate when a Cookie is being sent. However, if You do not accept Cookies, You may not be able to use some parts of our Service. Unless you have adjusted Your browser setting so that it will refuse Cookies, our Service may use Cookies.
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  • Web Beacons. Certain sections of our Service and our emails may contain small electronic files known as web beacons (also referred to as clear gifs, pixel tags, and single-pixel gifs) that permit the Company, for example, to count users who have visited those pages or opened an email and for other related website statistics (for example, recording the popularity of a certain section and verifying system and server integrity).

Cookies can be “Persistent” or “Session” Cookies. Persistent Cookies remain on Your personal computer or mobile device when You go offline, while Session Cookies are deleted as soon as You close Your web browser. Learn more about cookies on the Free Privacy Policy website article.

We use both Session and Persistent Cookies for the purposes set out below:

  • Necessary / Essential Cookies

    Type: Session Cookies

    Administered by: Us

    Purpose: These Cookies are essential to provide You with services available through the Website and to enable You to use some of its features. They help to authenticate users and prevent fraudulent use of user accounts. Without these Cookies, the services that You have asked for cannot be provided, and We only use these Cookies to provide You with those services.

  • Cookies Policy / Notice Acceptance Cookies

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  • Functionality Cookies

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    Purpose: These Cookies allow us to remember choices You make when You use the Website, such as remembering your login details or language preference. The purpose of these Cookies is to provide You with a more personal experience and to avoid You having to re-enter your preferences every time You use the Website.

For more information about the cookies we use and your choices regarding cookies, please visit our Cookies Policy or the Cookies section of our Privacy Policy.

Use of Your Personal Data

The Company may use Personal Data for the following purposes:

  • To provide and maintain our Service, including to monitor the usage of our Service.

  • To manage Your Account: to manage Your registration as a user of the Service. The Personal Data You provide can give You access to different functionalities of the Service that are available to You as a registered user.

  • For the performance of a contract: the development, compliance and undertaking of the purchase contract for the products, items or services You have purchased or of any other contract with Us through the Service.

  • To contact You: To contact You by email, telephone calls, SMS, or other equivalent forms of electronic communication, such as a mobile application’s push notifications regarding updates or informative communications related to the functionalities, products or contracted services, including the security updates, when necessary or reasonable for their implementation.

  • To provide You with news, special offers and general information about other goods, services and events which we offer that are similar to those that you have already purchased or enquired about unless You have opted not to receive such information.

  • To manage Your requests: To attend and manage Your requests to Us.

  • For business transfers: We may use Your information to evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of Our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which Personal Data held by Us about our Service users is among the assets transferred.

  • For other purposes: We may use Your information for other purposes, such as data analysis, identifying usage trends, determining the effectiveness of our promotional campaigns and to evaluate and improve our Service, products, services, marketing and your experience.

We may share Your personal information in the following situations:

  • With Service Providers: We may share Your personal information with Service Providers to monitor and analyze the use of our Service, to contact You.
  • For business transfers: We may share or transfer Your personal information in connection with, or during negotiations of, any merger, sale of Company assets, financing, or acquisition of all or a portion of Our business to another company.
  • With Affiliates: We may share Your information with Our affiliates, in which case we will require those affiliates to honor this Privacy Policy. Affiliates include Our parent company and any other subsidiaries, joint venture partners or other companies that We control or that are under common control with Us.
  • With business partners: We may share Your information with Our business partners to offer You certain products, services or promotions.
  • With other users: when You share personal information or otherwise interact in the public areas with other users, such information may be viewed by all users and may be publicly distributed outside.
  • With Your consent: We may disclose Your personal information for any other purpose with Your consent.

Retention of Your Personal Data

The Company will retain Your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use Your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.

The Company will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of Our Service, or We are legally obligated to retain this data for longer time periods.

Transfer of Your Personal Data

Your information, including Personal Data, is processed at the Company’s operating offices and in any other places where the parties involved in the processing are located. It means that this information may be transferred to — and maintained on — computers located outside of Your state, province, country or other governmental jurisdiction where the data protection laws may differ than those from Your jurisdiction.

Your consent to this Privacy Policy followed by Your submission of such information represents Your agreement to that transfer.

The Company will take all steps reasonably necessary to ensure that Your data is treated securely and in accordance with this Privacy Policy and no transfer of Your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of Your data and other personal information.

Disclosure of Your Personal Data

Business Transactions

If the Company is involved in a merger, acquisition or asset sale, Your Personal Data may be transferred. We will provide notice before Your Personal Data is transferred and becomes subject to a different Privacy Policy.

Law enforcement

Under certain circumstances, the Company may be required to disclose Your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).

Other legal requirements

The Company may disclose Your Personal Data in the good faith belief that such action is necessary to:

  • Comply with a legal obligation
  • Protect and defend the rights or property of the Company
  • Prevent or investigate possible wrongdoing in connection with the Service
  • Protect the personal safety of Users of the Service or the public
  • Protect against legal liability

Security of Your Personal Data

The security of Your Personal Data is important to Us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While We strive to use commercially acceptable means to protect Your Personal Data, We cannot guarantee its absolute security.

Children’s Privacy

Our Service does not address anyone under the age of 13. We do not knowingly collect personally identifiable information from anyone under the age of 13. If You are a parent or guardian and You are aware that Your child has provided Us with Personal Data, please contact Us. If We become aware that We have collected Personal Data from anyone under the age of 13 without verification of parental consent, We take steps to remove that information from Our servers.

If We need to rely on consent as a legal basis for processing Your information and Your country requires consent from a parent, We may require Your parent’s consent before We collect and use that information.

Links to Other Websites

Our Service may contain links to other websites that are not operated by Us. If You click on a third party link, You will be directed to that third party’s site. We strongly advise You to review the Privacy Policy of every site You visit.

We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.

Changes to this Privacy Policy

We may update Our Privacy Policy from time to time. We will notify You of any changes by posting the new Privacy Policy on this page.

We will let You know via email and/or a prominent notice on Our Service, prior to the change becoming effective and update the “Last updated” date at the top of this Privacy Policy.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

Contact Us

If you have any questions about this Privacy Policy, You can contact us:

  • By email: team@kasandz.com