Use Alt Tags as Anchor Text when Linking with Images
When using links within images, make sure the alt attribute is being used in order to provide the anchor text that you want associated with the link.
Google Uses Alt Attribute as Part of Anchor For Linked Images
For linked images, Google sees the alt attribute as a descriptive part of the page it is on, but it is also used as part of the anchor for the page the image is linking to.
Anchor Text is Used as a Ranking Signal to Understand Link Context
Google uses anchor text as a ranking signal to help understand the context of a link. John recommends implementing more useful anchor text which provides more meaningful information than "click here".
Anchor Tags Are Seen as Textual Content & Can Contribute to Keyword Stuffing
If there are too many anchor tags which duplicate a keyword, then these can contribute to keyword stuffing as Google sees anchor tags as a part of the textual content of a page.
Anchor Text Helps Google Understand Topic of Target Page
The anchor text in a link helps Google understand the broader topic of the target page.
Significant Onpage Changes Can Impact Google’s Ability to Crawl Page
Rankings in search can change after a migration even if the URLs haven’t changed. This can happen if the layout of a page changes significantly meaning that Google’s ability to crawl a site can get better or worse. Pay particular attention to changes in internal linking and anchor text which can impact Google’s ability to crawl a site.
It Doesn’t Matter if Internal Link Anchor Text is Branded or Not
Having a brand name in the anchor text of your internal links makes no difference in terms of ranking, as long as the anchor text is descriptive for users.
Make Sure Internal Link Anchor Text Provides Context
Internal link anchor text should provide Google with the context of the target page. Avoid using anchor text like "click here" which doesn’t tell Google anything about the page you’re linking to.
Use Descriptive Anchor Text for Internal Links
Use descriptive anchor text for internal linking to give Google a better understanding of the content of the page you’re linking to.