How to Control Google Search Results with Anchor Text (Yes, It Still Works!)

When I started learning SEO back in 2006, the best way to rank a site was to get a bunch of [pretty spammy] links to the site with the exact keyword you wanted to rank for as the anchor text. 10+ years and many algorithm updates later, lots of SEOs advise not to do this. In these tests to see if I could measure what was more important – the actual link or the anchor text. I wanted to get a better understanding of this difference since so many link building types, such as earned media or scholarships don’t have anchor text. 

What Is Anchor Text?

Before diving into my findings, let me clarify what anchor text is. Anchor text refers to the clickable words used in a hyperlink to link to another page. For example, if I wanted to rank for “best SEO company,” I’d link those words to the page I want to rank higher.

Testing Anchor Text: The Surprising Results

In my initial test, I linked to a page using a specific anchor text targeting a keyword I wanted to rank for. We saw immediate gains. But here’s where things got interesting—I decided to change the anchor text to something else and watch what happened.

When I updated the anchor text to target a different keyword, the site lost all the gains it had made from the original link. The link itself was still there, but changing the anchor text caused the rankings to unravel completely.

In this test, the original anchor text focused on “web design,” and when I changed it to “local SEO,” the results were dramatic. Both keywords are related, yet the shift was enough to undo the ranking boost we’d achieved with the first anchor text.

Does Google Really Care About Anchor Text?

Despite what some people might say, Google still heavily relies on anchor text to understand what the linked page is about. While many SEOs believe that Google’s algorithm has become too advanced to rely on this old-school tactic, my tests prove otherwise. Anchor text still plays a major role in determining rankings.

However, as with all SEO tactics, you need to be cautious about how you use it. Doing this at scale can raise red flags with Google, leading to potential penalties.

Does Anchor Text Impact Local Pack Rankings?

Anchor text doesn’t just affect organic rankings; it can also impact local pack rankings. In the same test, after adding the link, the site moved into the Local Pack (the top 3 local results on Google Maps). But when I changed the anchor text, the rankings reverted to their previous state.

Conclusion: Anchor Text Is Still Powerful (But Use It Wisely)

The bottom line? Anchor text still works and can significantly impact your rankings. But as with all SEO tactics, scale is the enemy. If you overdo it, Google may take notice, and you risk undoing all your hard work.

If you’re strategic about how you use anchor text and avoid doing it at scale, you can see real gains without triggering penalties. It’s a method that lets you control Google search results—but it requires careful planning and moderation.

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