Internal anchor text should come from a full semantic cluster built around the page you're promoting, not from a single repeated phrase. Every keyword variation in that cluster belongs somewhere in your internal linking.
What’s the right approach to internal anchors?
Build a semantic core for the topic cluster tied to your target page before choosing any anchor text. This means collecting the primary keyword along with its long-tail variations and synonyms – the different ways real users might search for the same thing.
Once that list exists, use it fully. Every keyword in the cluster that sounds natural (grammatically and to a real reader) should appear as internal anchor text somewhere on the site. This variety is what search engines expect from internal linking that reflects genuine topical coverage, rather than one phrase copy-pasted across every link.
Which keywords go where?
Match anchor priority to page priority:
- Highest-volume keyword – link to the most important landing page in the cluster.
- Lower-volume, long-tail keywords – link from blog posts and supporting content.
The goal is to use the entire collected semantic set as internal anchors across the site. This spread helps the linking ("donor") page rank better for the exact keywords used in its anchors, because it signals topical relevance through natural language variation rather than repetition.
Does the same logic apply to external anchors?
Not directly. External anchor text follows a different logic, mainly because you also need to manage the ratio of anchored to non-anchored (naked/branded) backlinks. Overusing exact-match commercial anchors in external links can look manipulative to search engines, so that ratio matters far more externally than internally.
How many commercial anchors can you use internally?
For internal links, commercial (money) anchors can be used as often as needed as long as each one is relevant to the destination page and phrased naturally. Internal linking doesn't carry the same spam-signal risk that external link profiles do, so this is one area where you have real flexibility.
What about generic anchors like “here” or “read more”?
Generic anchors ("here," "read more," "this page") are acceptable, but they carry less SEO value on their own. When you use them, wrap them in near-anchor text that still includes the target keyword nearby. This keeps the page's topical intent clear instead of diluting it with a vague, keyword-free phrase.
Key takeaway
Build the semantic cluster first, then spend it fully across internal anchors – high-volume terms on your priority landing pages, long-tail variants from supporting content, and keyword-adjacent phrasing around any generic anchors you do use. This is standard, widely used practice, and it consistently supports better rankings for the linked pages.