Overusing Anchor Text in SEO: What Google Actually Devalues (and What’s Fine)
Nadia Gastrom | | 3 min read
Anchor text still matters in 2026—but not in the simplistic “repeat a keyword, rank higher” way. In modern search, anchors are one signal among many (page content, surrounding context, internal linking patterns, and external signals). The real risk with overusing anchor text in SEO isn’t that repetition automatically triggers a penalty; it’s that overly uniform, keyword-stuffed anchors can look unnatural and add little incremental meaning.
A commonly cited discussion comes via Search Engine Journal’s coverage of John Mueller’s comments about repeated anchor text (see: “Google’s John Mueller: Repeated Anchor Text Can Be Ignored” — Search Engine Journal, 2022-08-11: https://www.searchenginejournal.com/google-repeated-anchor-text-ignored/462372/). Where direct wording varies across recaps and transcripts, treat specific outcomes as paraphrase: the practical takeaway is that Google can ignore or devalue repetitive/over-optimized anchors when they don’t provide additional context.
Why repeating the same anchor often adds little SEO value
If every internal link to a page uses the exact same keyword phrase, you’re not giving Google (or users) new information. Repetition can become “background noise,” especially when the destination page and surrounding copy already make the topic clear.
More importantly, patterns matter. A sitewide footprint of exact-match anchors in editorial content can look engineered, while repeated anchors in navigation are usually just…navigation.
What’s usually fine: navigation, breadcrumbs, and templated links
Repeated anchors are normal in:
- Main menus (e.g., “Services,” “Blog,” “Contact”)
- Breadcrumbs (consistent taxonomy labels)
- Footer links (policy pages, key categories)
- Faceted/category navigation on large sites
These are expected UX elements. If you’re improving IA, understanding SEO-friendly website navigation helps you keep anchors consistent where consistency benefits users.
What Google tends to devalue: over-optimized, manipulative patterns
Problems usually show up when anchors are:
- Exact-match stuffed (especially in body copy)
- Unnaturally uniform across many pages
- Misleading (anchor promises one thing, destination delivers another)
- Scaled in a way that looks automated rather than editorial
Think “devalue/ignore” more than “penalize.” Google can simply discount signals that appear unhelpful or manipulative.
Good vs. bad anchor text examples
Good (descriptive, user-first):
- “pricing for enterprise SEO audits”
- “technical SEO audit checklist”
- “see our internal linking guidelines”
Risky (over-optimized or vague):
- “best SEO agency best SEO agency best SEO agency”
- “SEO services” (used identically in every paragraph sitewide)
- “click here” / “read more” (no context)
Quick do/don’t for internal linking anchors
Do:
- Use descriptive anchors that match the user’s intent
- Mix natural variants (partial match, brand, URL when appropriate)
- Keep anchors consistent in menus/breadcrumbs for usability
Don’t:
- Force exact-match anchors into every internal link
- Turn every mention into a link (especially with the same phrase)
- Use anchors that don’t reflect the destination content
Checklist wrap-up
- Repetition in navigation is normal; repetition in editorial links should earn its place.
- If anchors stop adding context, Google may stop valuing them.
- Prioritize clarity for users, then vary anchors naturally to reflect real language and intent.
Article author
Nadia Gastrom
Nadia Gastrom is an independent SEO consultant and writer with more than three years of experience helping businesses improve their organic search visibility through SEO strategy, content optimization, and technical SEO. She has worked extensively with SEO platforms such as Semrush and Ahrefs and has a particular interest in how search is evolving beyond traditional rankings. Nadia is currently exploring Answer Engine Optimization (AEO), AI-powered search, and the ways businesses can make their content more useful and discoverable across emerging search experiences. When she is not researching search trends or writing about SEO, Nadia enjoys travelling, discovering new places, and spending time with dogs. She continues to follow the SEO and AEO industry closely to understand what is changing and what marketers should be preparing for next.