Anchor Text

Anchor text is the clickable, visible text of a hyperlink, used by search engines as a relevance signal for what the linked page is about.

Descriptive anchor text ("ROAS calculator" linking to a ROAS calculator) gives search engines a much clearer relevance signal than generic anchor text ("click here" or "read more"), and it's also better for accessibility and screen-reader users. Over-optimized, exact-match anchor text used excessively across many links is a pattern Google's algorithms have specifically targeted as a manipulation signal — natural variation in anchor text phrasing is safer and more genuinely useful.