What is Anchor Text? How to Analyze It on an Expired Domain
When you analyze an expired domain's backlink profile, you look at who is linking to it. But just as important is how they are linking to it. The specific, clickable text in a hyperlink is known as anchor text, and it's one of the most potent signals that search engines like Google use to understand what a webpage is about.
For an expired domain hunter, the anchor text profile is a treasure map that can reveal the domain's true topic and, more importantly, expose a history of spam and manipulation. A domain with great authority metrics can be rendered worthless by a toxic anchor text profile. This guide will explain what anchor text is and how to analyze it properly.
What is Anchor Text?
Anchor text is the visible, clickable text in a hyperlink. In the underlying HTML, it looks like this:
In this example, the phrase "This is the anchor text" is what a user would see and click on. Google's original PageRank algorithm was revolutionary because it counted links as "votes." Anchor text takes this a step further; it's the subject line on the ballot, telling Google what the vote is *about*.
If hundreds of websites link to a page using the anchor text "best coffee grinders," Google will quickly surmise that the linked page is a strong authority on the topic of coffee grinders.
The Different Types of Anchor Text
To analyze a profile, you need to recognize the different categories of anchor text.
- Branded Anchors: The anchor text is the brand name. Example: "Unowna is a great tool."
- Naked URL Anchors: The anchor text is the URL itself. Example: "Check out this tool at [https://unowna.com](https://unowna.com)."
- Generic Anchors: The anchor text is a non-descriptive, common phrase. Example: "Click here for more info."
- Exact-Match Anchors: The anchor text is the exact keyword the page is trying to rank for. Example: "This is the best expired domain finder."
- Partial-Match Anchors: The anchor text contains the target keyword along with other words. Example: "This Unowna tool helps you find domains."
How to Analyze an Expired Domain's Anchor Text Profile
Using an SEO tool like Ahrefs or Moz, you can pull up a report that shows a full breakdown of a domain's anchor texts. This "anchor text cloud" is one of the most important parts of your due diligence. You are looking for one thing above all else: **a natural distribution.**
What a Natural (Good) Profile Looks Like ✅
A natural anchor text profile is what you would expect from a real website that earned its links organically over time. It will be heavily dominated by branded and naked URL anchors. People linking to a real brand naturally use the brand's name or its URL.
A healthy, natural profile will typically have a distribution something like this:
- 70%+ Branded and Naked URL Anchors
- 10-20% Partial-Match and Miscellaneous Anchors
- Under 5% Generic Anchors
- Under 5% Exact-Match Anchors
This kind of profile tells you the domain built its authority legitimately.
What a Manipulated (Bad) Profile Looks Like ❌
A spammy or manipulated anchor text profile is a massive red flag. In the past, SEOs would aggressively build links using exact-match keywords to rank for them. Google's Penguin algorithm update specifically targeted and penalized this practice.
Signs of a toxic profile include:
- A High Percentage of Exact-Match "Money" Keywords: If the top anchor texts are phrases like "best online casino," "payday loans online," or "cheap viagra," the domain was 100% used for a spam campaign. Avoid it at all costs.
- Foreign or Toxic Anchors: The presence of anchor text in Russian or Chinese, or related to adult/gambling topics, is an instant disqualifier.
- Very Low Branded Anchors: If the brand name itself barely appears in the anchor text profile, it's a sign that the links were built artificially rather than earned.
Conclusion: The Unspoken Story of a Domain
The anchor text profile tells the unspoken story of how a domain gained its authority. A natural, brand-heavy profile tells a story of organic growth and genuine endorsement. A profile stuffed with exact-match keywords tells a story of aggressive manipulation and high risk.
When you vet an expired domain, make the anchor text analysis a mandatory step in your workflow. It's one of the fastest and most reliable ways to look past the surface-level metrics and understand the true character and safety of the asset you're about to acquire.