When backlink anchor texts deviate semantically from the linked content topic, reducing trust in relevance scoring.
Have you ever noticed that a link to your page might use totally irrelevant words, sending the wrong SEO signal? I know the frustration when a seemingly good backlink ends up confusing Google about your page’s true topic. I want to share a key link-building mistake you must avoid to keep your site’s authority focused.
I am going to explain exactly What is Topical Drift in Anchor Text? and show you how to ensure every link you earn is a powerful, relevant vote. I will give you simple, actionable tips for monitoring and correcting this issue across every platform and industry. This focus on clear, relevant anchor text will keep your rankings stable and focused.
What is Topical Drift in Anchor Text?
Topical Drift in Anchor Text occurs when the text used to link to your page (the anchor text) is consistently unrelated or only vaguely related to the actual topic of your receiving page. Think of it like a newspaper writing an article about “climate change” but linking the phrase “best shoes” to your environmental policy page. The link itself is off-topic.
I view Topical Drift in Anchor Text as a serious SEO risk because it sends confusing and conflicting signals to Google’s ranking algorithms. If too many irrelevant anchors point to your page, Google may misclassify your page’s main topic or even devalue the links as low-quality. My goal is to maintain a natural, relevant anchor text profile that reinforces my page’s true topic.
Impact of Topical Drift Across CMS Platforms
Since Topical Drift is an external (off-page) problem, my CMS setup focuses on ensuring my internal anchor text is perfect and my content is structured for clarity.
WordPress
On WordPress, I focus on using SEO plugins to meticulously audit my internal anchor text to ensure it is always perfectly aligned with the page’s topic. If my internal links are clear and consistent, they help counteract any confusion caused by external, drifting anchor text. I also use clear, topic-focused Title Tags to reinforce the page’s subject.
Shopify
For my Shopify stores, I ensure my product and collection links use highly descriptive and consistent anchor text for all internal navigation. I use the exact product name or category title in the internal link. This internal clarity helps reduce the confusion from external sites that might link using irrelevant, generic terms.
Wix
Wix users should focus on ensuring their few core internal links use explicit, topic-relevant phrases in the anchor text. I avoid using generic anchors like “click here” or “read more” when linking to a service page. The clearer my internal links are, the stronger the topic signal I send to Google.
Webflow
Webflow’s structured CMS allows me to build templates that automatically use the page’s H1 heading as the anchor text for all internal links to that page. This automated consistency is a highly effective way to prevent Topical Drift internally. The clean structure minimizes ambiguity for search engines.
Custom CMS
With a custom CMS, I enforce strict editorial guidelines that mandate the use of exact or partial-match keyword phrases for internal linking. I also track all incoming external anchors using a third-party tool. This technical discipline allows me to identify and disavow highly irrelevant or spammy anchors that cause drift.
Topical Drift Application in Different Industries
I focus on ensuring the primary anchor text signals match the most valuable keywords for each specific sector.
Ecommerce
In e-commerce, I must ensure the majority of my anchor text points to my product category using the specific category or product name, not generic commercial phrases. I reach out to sites linking to me with anchors like “click here” and ask them to change the text to a descriptive product name. This cleans up the anchor profile.
Local Businesses
For local businesses, I must ensure my anchor text profile is dominated by the specific service and the location. If a local directory links to me, the anchor text should be “Plumbing Services in [City]” or “Best Plumber [City].” I avoid generic anchors like “My Business Website” which cause drift.
SaaS (Software as a Service)
With SaaS, I focus on ensuring my anchor text uses the name of the software, key features, or solution-oriented phrases. I reach out to review sites to ensure they link using the correct product or feature name, not just general terms like “helpful tool.” This maintains a strong, feature-specific topic signal.
Blogs
For my blogs, I focus on ensuring the anchor text is always the exact title of the article or a phrase that clearly summarizes the topic. If an external site links with an irrelevant anchor, I may contact them for a correction or use the disavow tool. I want my topic authority to be undeniable.
Frequently Asked Questions
Is Topical Drift a penalty from Google?
Topical Drift is not a direct penalty, but it is a risk factor. It confuses Google, preventing my pages from ranking for the right topic and potentially devaluing the links. It is a sign of an unhealthy or unfocused link profile.
What is a good percentage of exact-match anchor text?
I recommend keeping exact-match anchor text low, usually under 5% of my total external link profile, to remain natural. I should prioritize using branded (my brand name) and partial-match (a phrase including my keyword) anchors to avoid drift safely.
How does internal linking affect Topical Drift?
Strong, relevant internal linking helps counteract external drift. By sending clean, clear anchor text signals internally, I reinforce my page’s true topic to Google, mitigating the confusion from outside links.
What should I do if a large, irrelevant site links to me?
If the link is highly irrelevant or spammy, I will use Google’s Disavow Tool to tell Google to ignore that link. If the link is from a high-authority site but uses an irrelevant anchor, I will politely ask the site owner to change the anchor text to a more descriptive phrase.
