Link building plays a key role in search engine optimization (SEO), but its effectiveness doesn't depend solely on the source of the link or the domain authority. It also hinges on how the link is embedded within the content. Anchor text (the clickable text linking to another page) is especially useful in PR and native articles: beyond increasing brand awareness and establishing credibility, it also contributes to Google's organic ranking.

From an SEO perspective, the following types of anchor text can be distinguished:

1. Exact match anchor – The anchor text exactly matches the target keyword. (e.g., keyword research)
2. Partial match anchor – The anchor text includes the keyword, but not exclusively. (e.g., keyword research strategies)
3. Branded anchor – The brand name itself is the anchor text. (e.g., Related)
4. URL anchor (naked link) – The URL itself is linked. (e.g., https://related.hu)
5. Generic anchor – A generic phrase with no keywords. (e.g., Click here!, Learn more, etc.)
6. Image alt text as anchor – When the link is placed on an image, the alt attribute content functions as the anchor text.

How to link smartly?

• Think like a reader! If you wouldn’t click on it yourself, don’t use unnecessary anchor text.
• Fit the context! The topic and the content itself should legitimize the link.
• Optimize at the domain level! Your anchor profile should be diverse across your entire site.
• Use unique and relevant anchor texts! Avoid repeating the same keywords across articles.
• Be transparent! Don’t use misleading or undisclosed affiliate/marketing links.

A well-chosen anchor text also enhances the user experience: it helps users navigate, sets clear expectations about the target page, and improves content clarity. This strategy is an effective brand communication tool – it's essential for the anchor to be informative, natural, and valuable from an SEO perspective.

Over-optimization, irrelevant link environments, keyword stuffing, and manipulative SEO practices can undermine credibility and damage your E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) score and trust factor.

It's worth combining different types of anchor text, especially if your primary goal is brand building. A natural link environment embedded in credible, useful content is far more valuable in the long run than manipulative, keyword-heavy approaches. In PR-SEO integration, quality, diversity, and context are your best allies.