Is Anchor Text Still a Big Ranking Factor in 2025?

[Backlink Hero]

Hey folks,


I’ve been testing some backlink strategies this year, and I’m noticing mixed results when it comes to anchor text.


Some sites still seem to benefit a lot from keyword-rich anchors, while others rank fine with mostly branded or natural anchors.


What’s been your experience in 2025?

• Are exact-match anchors still working?
• Do you play it safe with branded/naked URLs?
• Have you seen penalties from over-optimization recently?

Curious to hear what’s working best across different niches. Let’s compare notes.

 

[tiiberius]

Yes they are still working but should be used sparingly and far apart in time.

Semantic phrases are very effective.

 

[Backlink Hero]

Yes they are still working but should be used sparingly and far apart in time.

Semantic phrases are very effective.

Good point. I’ve also seen semantic phrases pulling weight lately — they feel more natural and safer long term. Do you usually mix them in alongside branded anchors, or mostly replace exact-match with semantic ones?