How should internal-link anchor text be written so it is descriptive without becoming repetitive or spammy?

Write anchor text for navigation clarity first.

The anchor should tell a reader what they will get after clicking. Use the natural name of the concept, page, product, service, or task. Exact-match wording is fine when it is the clearest label, but do not force the same phrase into every context.

Vary wording naturally based on the surrounding sentence. A canonical page about XML sitemaps might receive anchors such as "XML sitemap guide," "sitemap diagnostics," or simply "XML sitemaps" depending on context. These all describe the destination without artificial variation for its own sake.

Prioritize link placement. A contextual link inside a relevant explanation is generally more useful than dozens of template footer links. Navigation and breadcrumbs also carry important structural meaning and should use stable labels.

Avoid ambiguous anchors such as "click here" when a descriptive phrase fits. Also avoid linking every occurrence of a term; excessive repeated links reduce readability.

Audit destination consistency. If the same concept links to several competing URLs, consolidate the target strategy before adjusting anchor text.

For programmatic internal linking, set guardrails: relevance threshold, maximum links per section, preferred destination per topic, and exclusions for pages already linked prominently.

The result should read like good editorial navigation. If the anchors feel written for a ranking algorithm rather than a human trying to understand the site, the system is too aggressive.