The distribution of wording used in links pointing to a page or website.
An anchor text profile summarizes the wording used in links pointing to a page or site. It may include business names, page titles, descriptive phrases, bare URLs and generic labels. The profile is an aggregate view, whereas anchor text describes the wording of an individual link.
The report can reveal patterns worth investigating, but it is not a recipe for a universal ideal percentage. The natural wording used for a named organization, a research report and an online product can differ. A publisher may use your brand name simply because that is how readers recognize the source. Context matters more than making every category fit an invented ratio.
Changes in a profile also depend on the links a tool has observed and how it groups them. A repeated link from one site can influence counts differently from a report that groups by referring domain. Before drawing conclusions, establish what is being counted and inspect the underlying pages rather than treating a chart as proof of manipulation.
Takeaway: Use anchor patterns to ask better questions about actual links. Do not rewrite or purchase links merely to reach a claimed ideal distribution of keyword and brand anchors.
Example
A specialist repair business releases a named diagnostic checklist. Several trade articles link using the checklist’s title, while a supplier directory uses the business name. Those different labels can both be appropriate because they describe different reader expectations.
What to check
When an unusual exact phrase dominates a report, check whether it comes from a repeated template, a legitimate named resource or a coordinated placement. Avoid asking publishers to force keyword-heavy wording into otherwise natural references. Keep the evidence and explanation attached to any remediation decision.
For more detail, see Google link best practices.