An anchor-text ratio describes the distribution of wording used in links pointing to a page or site. It can help an editor understand a backlink profile, but it is not a Google rulebook and no universal “safe” percentage is published.
Common anchor-text categories
| Category | Example | How to use it in an audit |
|---|---|---|
| Brand | A company or product name | Record it consistently |
| URL | A visible web address | Separate it from phrase-based anchors |
| Descriptive phrase | Words that explain the destination | Check whether it is useful to readers |
| Exact wording | A precise search phrase | Review context and broader repetition |
| Generic text | “Read more” | Consider whether surrounding copy supplies context |
Calculate a distribution
Choose a consistent scope: a target URL, subfolder, or entire domain. Count the chosen units—often unique referring domains—within each category, divide by the total, then multiply by 100. Record the denominator so future reviews are comparable. Sitewide links and repeated placements can otherwise distort a simple count.
Interpret the result in context
A percentage does not establish quality, policy compliance, or a ranking outcome. Review the source pages, topical relevance, surrounding copy, editorial rationale, and whether the pattern reflects links created primarily to manipulate rankings. Google’s spam policies address that purpose; they do not publish fixed anchor-text caps.
Use clear, reader-first wording
Choose text that accurately tells a reader what they will find at the destination. Avoid forcing commercial phrases into unrelated copy, and do not create new links merely to “dilute” a ratio. A three-way arrangement does not make forced anchors or coordinated links automatically safe; see the ABC link-building guide and link-pattern review guide for broader context.
What to do after an audit
Investigate placements that appear irrelevant, misleading, paid without appropriate qualification, or part of a ranking-focused exchange pattern. Document the reason for any action and prioritize content with independent reasons to be cited: research, tools, templates, resource pages, and useful partnerships.