When someone creates a backlink to your site, two key elements determine its value: the anchor text they use and whether the link is dofollow or nofollow. Get these wrong, and you risk looking spammy. Get them right, and you build authority naturally.
This guide explains both concepts in plain English with real examples.
By the end, you'll know exactly how to evaluate the backlinks pointing to your site and how to suggest anchor text when earning new links.
What Is Anchor Text?
Anchor text is the clickable text in a hyperlink. It's what users see and click on to navigate to another page.
For example, in the sentence "Learn more about what a backlink is," the anchor text is "what a backlink is."
Anchor text matters because it tells both users and search engines what the linked page is about. When multiple sites link to a page using similar anchor text, Google interprets that as a signal about the page's topic.
But here's the catch: if every backlink to your site uses the exact same keyword phrase, it looks manipulative. Natural link profiles include varied anchor text.
How a Dofollow Link Works
A dofollow link is a standard hyperlink that passes authority (often called "link juice" or PageRank) from the linking site to your site.
When a high-authority site includes a dofollow link to your page, they're essentially vouching for your content. Search engines interpret this as a trust signal.
Technical note: Dofollow is the default. When a site owner creates a link without adding any special attributes, it's automatically dofollow.
Here's what a dofollow link looks like in HTML:
<a href="https://example.com">anchor text</a>Dofollow links are what most people focus on in link building because they directly impact search rankings. However, a natural backlink profile includes both types.
How a Nofollow Link Works
A nofollow link includes a special attribute telling search engines not to pass authority to the linked page.
Here's what it looks like in HTML:
<a href="https://example.com" rel="nofollow">anchor text</a>The rel="nofollow" attribute tells search engines: "I'm linking to this site, but I'm not vouching for it."
Common uses for nofollow links:
- User-generated content (comments, forum posts)
- Paid advertisements
- Untrusted or unverified external links
- Social media platforms
While nofollow links don't pass direct ranking power, they're still valuable. They drive traffic, build brand awareness, and contribute to a natural link profile.
The Difference Between Dofollow and Nofollow (What Actually Matters)
Let's cut through the confusion. Here's what you need to know:
Dofollow links:
- Pass authority to your site
- Directly impact search rankings
- Are the primary focus of most link building strategies
- Come from editorial content on quality sites
Nofollow links:
- Don't pass authority directly (though Google may use them as hints)
- Still drive referral traffic
- Contribute to brand awareness and credibility
- Are common on social media, forums, and comments
Here's the key insight: you need both. A profile that's 100% dofollow looks unnatural. Real websites get a mix of link types from diverse sources.
Focus on earning quality backlinks regardless of the attribute. Don't turn down a valuable link just because it's nofollow.
Types of Anchor Text (and When to Use Each)
Different types of anchor text serve different purposes. A natural backlink profile includes variety across these categories:
1. Exact-Match Anchor Text
Uses your target keyword phrase exactly as-is.
Example: "interior painting contractor" linking to a painting service page.
Use sparingly. Too much exact-match anchor text triggers over-optimization penalties. Limit these to 5-10% of your total backlinks.
2. Partial-Match Anchor Text
Includes your target keyword along with additional words.
Example: "hire a professional painting contractor in Cumming" or "read this guide about interior painting."
This is more natural than exact-match and less likely to trigger penalties. Aim for 15-20% of your anchor text to be partial-match.
3. Branded Anchor Text
Uses your business name or brand.
Example: "Resilience Solutions" or "Resilience Solutions GA."
This should make up the largest portion of your anchor text (30-40%). It's the most natural type because most real sites reference you by name.
4. Naked URL Anchor Text
The actual URL is visible and clickable.
Example: "https://resiliencesolutionsga.com" or "resiliencesolutionsga.com"
These links appear natural and are common in citations, social media, and casual references. Aim for 15-20% of your profile.
5. Generic Anchor Text
Non-descriptive phrases that don't include keywords or brand names.
Examples: "click here," "learn more," "this website," "read the full article"
Generic anchor text should make up 10-15% of your profile. It's common in natural linking patterns.
6. Image Anchor Text
When someone links using an image, Google uses the image's alt text as the anchor text.
Example: A local directory might display your logo as a link. The alt text becomes the anchor text.
Make sure images on your site have descriptive, keyword-rich alt text for this reason.
Building a Natural Anchor Text Profile (Real Examples)
Let's look at what a healthy anchor text distribution might look like for a local painting business:
| Anchor Text Type | Target % | Example |
|---|---|---|
| Branded | 35% | "Resilience Solutions" |
| Naked URL | 20% | "resiliencesolutionsga.com" |
| Partial-Match | 20% | "Cumming painting contractor" |
| Generic | 15% | "click here" or "learn more" |
| Exact-Match | 10% | "interior painting" |
Notice how branded and naked URLs make up more than half the profile. This is natural because most legitimate mentions reference your business name or website.
Exact-match keywords are used sparingly—just enough to signal relevance without looking manipulative.
Over-Optimization Warning Signs (and How to Fix Them)
Too many site owners hurt themselves by over-optimizing anchor text. Here are the red flags:
Red Flag #1: Exact-Match Overload
If 50% or more of your backlinks use the same exact-match keyword, you're at risk.
Fix: Focus on earning new links with branded and generic anchor text. As your profile grows, the over-optimized links become a smaller percentage.
Red Flag #2: Zero Brand Mentions
If almost no one links using your business name, it looks suspicious.
Fix: When building backlinks, suggest branded anchor text to link partners. Most will use it willingly.
Red Flag #3: No Variety
A profile with only exact-match and partial-match phrases looks engineered.
Fix: Include naked URLs in citations, press releases, and directory listings. Use generic phrases in guest posts and resource pages.
Red Flag #4: Unnatural Patterns
All your links from the same time period use the same anchor text? That's a pattern Google recognizes.
Fix: Vary your approach month to month. One month focus on local directories (branded), the next on guest posts (partial-match and generic).
Anchor Text Strategy for Local Businesses
Local businesses have a unique advantage: you can naturally vary anchor text by including location modifiers.
Smart local anchor text variations:
- "painting contractor in Cumming, GA"
- "North Atlanta remodeling services"
- "Alpharetta home improvement"
- "Cumming painter" or "Johns Creek painting company"
- Business name + location: "Resilience Solutions Cumming"
These variations let you target local search terms while maintaining diversity. You're not repeating the exact same phrase every time.
When reaching out for partnership links or local directory submissions, suggest location-based anchor text that makes sense for the context.
What Google Says About Anchor Text and Link Attributes
Google's official guidance is clear: manipulative anchor text is against their webmaster guidelines.
From Google's documentation:
- Anchor text should be descriptive and relevant
- Over-optimized anchor text is a link scheme violation
- Natural links use varied, contextual phrases
- Nofollow should be used for paid or untrusted links
In 2019, Google introduced additional link attributes beyond nofollow: rel="sponsored" for paid links and rel="ugc" for user-generated content.
While these attributes provide more context, Google treats all three similarly to the original nofollow. They're hints about the nature of the link.
Practical Tips: What to Do When Someone Offers a Backlink
When you earn a backlink opportunity, here's how to approach anchor text:
Tip #1: Don't Demand Exact-Match Keywords
Let the site owner choose what feels natural. If they ask for suggestions, offer 2-3 options with different anchor text types.
Example suggestion: "You could use our business name 'Resilience Solutions,' or something like 'this Cumming painting contractor' if that fits better in context."
Tip #2: Consider the Context
Anchor text should make sense within the sentence. Don't force awkward keyword phrases just for SEO.
Bad: "We recommend interior painting services Cumming GA for your project."
Good: "We recommend Resilience Solutions for your project" or "Check out this guide to painting costs."
Tip #3: Vary Your Requests Over Time
If you earn multiple links from guest posting or partnerships, don't use the same anchor text every time. Rotate between branded, partial-match, and generic options.
Tip #4: Prioritize Dofollow When It Makes Sense
If someone asks whether to make a link dofollow or nofollow, suggest dofollow for editorial content where you genuinely add value. For paid placements or lower-quality contexts, nofollow is appropriate.
Monitoring Your Backlink Profile
Use tools to track your anchor text distribution and link attributes:
- Google Search Console: Free tool showing a sample of your backlinks. Go to "Links" in the sidebar to see which sites link to you and what anchor text they use.
- Ahrefs or SEMrush: Paid tools providing comprehensive backlink analysis, including anchor text distribution and dofollow/nofollow ratios.
- Moz Link Explorer: Another option for tracking your backlink profile with detailed anchor text reports.
Check your profile quarterly. Look for red flags like over-optimization or sudden spikes in exact-match anchor text.
If you spot problems, focus on earning new, diverse links rather than trying to remove old ones (unless they're clearly spammy).
Frequently Asked Questions
What percentage of my backlinks should be dofollow?
There's no perfect ratio, but a natural backlink profile typically includes 60-80% dofollow links and 20-40% nofollow.
Focus on earning quality links rather than obsessing over the exact mix. Google expects diversity.
Can I change anchor text after a link is published?
Only if you control the linking site. If another site links to you, you'd need to contact the site owner and request they update the anchor text.
Most site owners are willing to make reasonable updates if you explain why.
What's the best anchor text for local businesses?
Use a mix: brand name (40%), service + location (20%), generic phrases (20%), and naked URLs (20%).
For example: "Resilience Solutions," "painting contractor in Cumming," "learn more," and "resiliencesolutionsga.com."
Are branded anchor text links less valuable?
No. Branded anchor text is natural and expected. It's actually safer than exact-match keywords because it can't be over-optimized.
Most natural links use brand names, so they should make up a large portion of your profile.
What happens if I have too much exact-match anchor text?
Over-optimization can trigger Google penalties. If most of your links use the same keyword phrase, it looks manipulative.
Diversify by earning links with varied, natural anchor text going forward.
Should I ask for dofollow links when guest posting?
Most reputable sites have their own linking policies. Don't demand dofollow links—it comes across as pushy.
Focus on creating valuable content. Quality sites often give dofollow links naturally when the content warrants it.
Key Takeaways
Here's what you need to remember about backlink anchor text and link attributes:
- Variety is natural. Mix branded, exact-match, partial-match, generic, and naked URL anchor text.
- Don't over-optimize. Limit exact-match keywords to 5-10% of your total backlink profile.
- Both link types matter. Pursue dofollow links for rankings, but don't reject valuable nofollow opportunities.
- Context is king. Anchor text should always read naturally within the sentence.
- Local businesses win with location modifiers. Use city names and service areas to vary anchor text naturally.
- Monitor regularly. Check your backlink profile quarterly and adjust your strategy if you spot red flags.
Next Steps
Now that you understand anchor text and link attributes, put this knowledge to work. Review your existing backlink profile, identify any over-optimization issues, and create a plan for earning diverse, natural links going forward.
If you're looking for professional remodeling or painting services in the Cumming, GA area, Resilience Solutions is here to help. We serve homeowners across North Atlanta with quality craftsmanship and transparent pricing.