The main types
- Exact-match — the literal target keyword ("link building software")
- Partial-match — a variation that includes part of the keyword
- Branded — the company or site name ("BuildLinks")
- Generic — "click here," "this article," "read more"
- Naked URL — the URL itself used as the visible text
Why anchor text got scrutinized
Anchor text has always told search engines something about the destination page's topic — which made it an obvious target for manipulation once link builders realized that stacking exact-match anchors across many links could push rankings for that exact phrase. Google's Penguin update, launched in April 2012 and later folded into the core algorithm in 2016, specifically targeted this pattern along with other manipulative link schemes.
What a natural anchor profile looks like
Sites that earn links organically end up with a varied mix — mostly branded and generic anchors, with exact-match phrases making up a small share, not the majority. When placing links across an order pipeline, varying anchor text deliberately, rather than requesting the same exact-match phrase every time, keeps the profile looking like what it should: a set of independent decisions by different sites, not one campaign.