The visible, clickable wording of a text link.
Anchor text is the wording a reader uses to understand a text link before opening it. The destination URL may be long or technical, but the label can say plainly what the person will find. A good label makes sense in its sentence and sets an accurate expectation about the linked page.
Anchor text is not the destination’s title, although they can overlap. It also is not a place to force every phrase you hope to rank for. Describe the relevant information naturally. “See delivery areas” and “compare delivery options” promise different things even when both concern delivery; the label should match the actual purpose of the destination.
Consider the surrounding text as well as the linked words. A useful explanation can establish why a source matters, leaving the link itself concise. Repeated labels such as “learn more” become harder to distinguish when several appear together. Clear wording helps readers choose without requiring them to open every link and work backward from the destination.
Takeaway: Use a concise description of what the linked page provides. A natural, accurate label is more useful than generic instructions or a list of keywords.
Example
A commercial kitchen supplier links from an oven description to a document listing electrical requirements. It uses “oven electrical specifications,” not “click here” or “best restaurant oven commercial kitchen equipment.” The customer can distinguish that document from the warranty and installation-booking links beside it.
What to check
Read the linked phrase and then open the destination. If the phrase promises prices but the destination contains only a contact form, change the wording or link to actual pricing information. Make sure links remain visibly identifiable in the final design.
For more detail, see Google link best practices.