Definition
Exact match anchor text spam refers to the over-optimization of link anchor texts by systematically using the exact keyword one wants to rank for. For example, if a site wants to rank for 'cheap car insurance', it would obtain dozens or hundreds of links with that exact anchor. Before Google Penguin (2012), this technique was highly effective. Since then, an anchor profile dominated by exact matches is a strong signal of manipulation. A natural link profile contains anchor diversity: brand, naked URL, generic anchors ('click here', 'learn more'), partial anchors, and only a small percentage of exact match anchors. SEO experts generally recommend that exact anchors not exceed 5 to 10% of the total link profile. Beyond that, the risk of Penguin penalty or manual action increases significantly.
Key Points
- Google Penguin specifically targets over-optimized anchor profiles since 2012
- A natural profile generally does not exceed 5 to 10% exact match anchors
- Anchor text diversity is a major indicator of naturalness for Google
- Brand and generic anchors should dominate a healthy link profile
Practical Examples
Unbalanced anchor profile
A site receives 200 backlinks, 150 of which use the exact anchor 'best lawyer Paris'. This 75% exact anchor ratio triggers a Penguin algorithmic alert and the site loses 40 positions on that keyword.
Natural anchor diversification
A healthy link profile for a law firm would contain: 30% brand anchor ('Dupont Law Firm'), 25% naked URL, 20% generic anchors, 15% partial anchors ('lawyers in Paris'), and only 10% exact match anchors ('lawyer Paris').
Frequently Asked Questions
There is no universal percentage, but most SEO experts recommend keeping exact match anchors between 3 and 10% of total. The rest should be split between brand anchors (30-40%), naked URLs (20-30%), generic anchors (15-20%), and partial anchors (10-15%).
Start by auditing your profile with tools like Ahrefs or Majestic. Identify overrepresented anchors, then dilute them by acquiring new links with brand, generic, or natural anchors. As a last resort, use Google's disavow tool for the most toxic links.
Go Further with LemmiLink
Discover how LemmiLink can help you put these SEO concepts into practice.
Last updated: 2026-02-07