Internal anchor text optimisation is the practice of deliberately choosing descriptive, keyword-relevant link text when one page on your site links to another. Because Google uses anchor text as a contextual signal — both for external and internal links — varied, descriptive internal anchors help search engines understand what a target page is about. Using generic phrases such as “click here” or “read more” for internal links wastes this opportunity. Equally, over-optimisation (using the exact same keyword-rich anchor on every internal link pointing to a page) can appear manipulative. The goal is natural but intentional variation: use the target page’s primary keyword phrase as anchor text where it reads naturally, and use related phrases or partial matches elsewhere. Good internal anchor text is also a usability signal, telling human readers clearly where a link leads.