Anchor Text Best Practices by Link Type: When to Use Branded, Exact-match, Partial-match and Descriptive Anchors

Anchor text helps search engines and users understand what a linked page is about. Used carefully, it strengthens topical relevance, improves navigation and supports a logical internal linking structure. Used carelessly, it can contribute to keyword cannibalisation, ranking dilution in SEO and an unnatural backlink profile.

This matters most on larger websites. When several pages target closely related phrases, the words used in internal links can accidentally make those pages look interchangeable. A category page, product guide and supporting blog post may all receive links using the same keyword, even though each page serves a different search intent.

The practical answer is not to avoid keyword-rich anchor text altogether. You need a controlled system that matches anchor type, link destination, page purpose, accessibility and search intent. SEO Letters helps you build that system alongside the content itself, from keyword research and topic clustering to structured article production and internal link recommendations. You can explore the publishing workflow at app.seoletters.com.

What Is Anchor Text in SEO?

Anchor text is the visible, clickable wording within a hyperlink. For example, in the sentence below, the phrase technical SEO audit is the anchor text:

Review our technical SEO audit checklist before launching the campaign.

The anchor text gives readers a clear indication of what they may find after clicking. Search engines can also use it as one contextual signal when interpreting the linked page, although it is only one part of a much larger evaluation process.

Anchor text appears in several environments:

• Internal links between pages on your own website.
• Editorial backlinks from third-party websites.
• Navigation menus and breadcrumbs.
• Image links, where alt text may provide context.
• Product cards, related article modules and calls to action.
• Social and user-generated links, where the SEO value may vary.

The same phrase can be suitable in one setting and awkward in another. A branded anchor may work well in a press article, while a descriptive anchor may be more useful in a detailed tutorial. That is why anchor text should be managed by link type and page context, not by a single universal ratio.

Why Anchor Text Matters for Keyword Cannibalisation

Keyword cannibalisation occurs when multiple pages on one website appear to compete for the same search query or a group of closely related queries. The result is often inconsistent rankings, page switching in the search results, lower click-through rates and weaker authority signals.

Anchor text can intensify the problem.

Imagine a website with these three pages:

Page	Intended target	Actual role
/seo-audit/	SEO audit	Commercial service page
/seo-audit-checklist/	SEO audit checklist	Informational resource
/technical-seo-guide/	Technical SEO	Broad educational guide

If all three pages receive internal links labelled SEO audit, the site is sending an unclear signal. A crawler may understand the pages individually, but the internal linking pattern suggests that the pages have similar importance and relevance.

This is a form of SEO content overlap. The pages may not be exact duplicates, yet their subjects, wording, headings and anchor text are close enough to create confusion.

The main risks include:

• Ranking dilution in SEO: authority and relevance are spread across several URLs rather than concentrated on the strongest page.
• Duplicate keyword targeting: multiple pages are deliberately or accidentally optimised for the same term.
• Search intent conflict: an informational article competes with a product or service page.
• Unclear internal hierarchy: supporting content fails to pass meaningful context to the primary page.
• Unstable rankings: Google alternates between URLs because it is uncertain which page best answers the query.

A good anchor strategy should clarify the relationship between pages. It should show which page is the main commercial destination, which pages support it and where the user can go next.

The Four Core Anchor Text Types

Most anchor text guidance groups links into four main categories:

1. Branded anchors
2. Exact-match anchors
3. Partial-match anchors
4. Descriptive or natural anchors

Each type has a useful role. Problems arise when one type is used across every link, regardless of the page or audience.

1. Branded Anchor Text

Branded anchor text uses a company name, product name or recognisable brand variation.

Examples include:

• SEO Letters
• SEO Letters content platform
• Google Search Console
• HubSpot
• BBC News

Branded anchors are usually the safest option for external links because they reflect how people naturally refer to businesses and resources. They can help establish brand associations without forcing a keyword into every sentence.

For internal links, branded anchors are most appropriate when:

• You are linking to the homepage.
• You are introducing a product or platform.
• The destination is a brand-led resource centre.
• The surrounding sentence already explains the topic.
• The linked page is an About, company, tool or product page.

Branded anchor examples

Build your content workflow with SEO Letters.

The research was based on data from Google Search Console.

You can compare content performance inside the SEO Letters publishing platform.

A branded anchor is less useful when it hides the topic of the destination. If a user sees “click here for SEO Letters”, they may know the brand but not what they will find. Add descriptive context around the link when necessary.

2. Exact-Match Anchor Text

An exact-match anchor uses the target keyword exactly, or very close to the exact phrase.

Examples include:

• keyword cannibalisation audit
• internal linking strategy
• technical SEO audit
• blog writing tool

Exact-match anchors can be useful, but they need restraint. They are most effective when the phrase fits the sentence naturally and the linked page genuinely focuses on that topic.

Use an exact-match anchor when:

• The destination is the clear canonical resource for the phrase.
• The user needs precise information about that subject.
• The anchor is supported by relevant surrounding copy.
• You are linking from a closely related page.
• The link improves clarity rather than merely adding a ranking signal.

Exact-match example

Run a keyword cannibalisation audit when several URLs appear in Search Console for the same query.

This works because the destination should logically explain how to perform that audit. The anchor describes the resource and supports the reader’s next step.

Exact-match anchors become risky when they are repeated excessively, especially across third-party websites. A backlink profile where many unrelated domains use the same commercial phrase can look manipulated. Internally, repeated exact-match anchors can also reinforce content overlap by making different pages appear to target one keyword.

3. Partial-Match Anchor Text

A partial-match anchor includes part of the target keyword, a variation or a related phrase.

Examples include:

• audit pages for overlapping keywords
• practical methods for improving internal links
• reducing cannibalisation in organic search
• an SEO content planning workflow

Partial-match anchors often provide the best balance between relevance and natural language. They give search engines useful context without forcing the same rigid keyword into every link.

Use partial-match anchors when:

• The destination covers a broader topic than one exact query.
• You want to connect semantically related pages.
• The wording needs to fit a complex sentence.
• The website contains several pages in the same topic cluster.
• You are linking between an introductory page and a deeper specialist resource.

Partial-match example

Start by reviewing practical methods for reducing cannibalisation in organic search.

This anchor can point to a guide about content consolidation, internal linking, redirects or search intent mapping. It does not lock the page into one narrow keyword.

Partial-match wording is particularly useful in topic clusters. A pillar page might link to articles about:

• identifying overlapping pages
• mapping keywords to URLs
• consolidating duplicate content
• improving internal links
• measuring ranking changes

The anchors can vary naturally while still making the relationship clear.

4. Descriptive and Natural Anchor Text

Descriptive anchors explain the action or resource without necessarily using the primary keyword. They are often longer and closely connected to the sentence around them.

Examples include:

• see the full process for mapping keywords to URLs
• review the data before merging two similar pages
• compare the pages currently ranking for this query
• read the step-by-step content consolidation guide

These anchors are useful for users because they explain what happens after the click. They can also support accessibility, especially when a screen reader user navigates links outside their surrounding paragraph.

Use descriptive anchors when:

• The user needs a clear action.
• The link leads to a process, checklist or downloadable resource.
• The exact keyword would sound forced.
• You are linking within a long-form guide.
• The link appears in a list of several similar resources.

Avoid vague wording such as “click here”, “read more” or “learn more” when the link stands alone. These phrases do not provide enough information for users or search engines.

A better version is:

Review the keyword cannibalisation audit process before changing page titles or redirects.

Anchor Text by Link Type

Anchor text decisions should also reflect where the link appears. Internal links, editorial backlinks, navigation links and calls to action have different expectations.

Link type	Most suitable anchor styles	Main purpose	Primary caution
Internal contextual link	Partial-match, descriptive, occasional exact-match	Clarify topical relationships and guide users	Do not make several URLs look like the same target
Editorial backlink	Branded, URL, natural descriptive	Build trust and referral relevance	Avoid requesting the same commercial anchor repeatedly
Homepage link	Brand, business name, descriptive brand variation	Establish brand identity	Avoid forcing a generic keyword into the homepage anchor
Navigation link	Short descriptive label	Support site architecture and usability	Do not use keyword-stuffed menu labels
Product link	Brand, product category, descriptive benefit	Explain the commercial destination	Match the wording to the actual offer
Image link	Accurate alt text	Provide accessible context	Do not use alt text as a hidden keyword list
CTA link	Action-led descriptive phrase	Encourage the next step	Avoid vague “get started” wording without context
Footer link	Brand or concise descriptive label	Provide utility navigation	Repeated sitewide anchors carry limited contextual value

Internal Contextual Links

Contextual internal links are usually the most valuable links for managing keyword relationships. They appear inside relevant body copy, where the surrounding text can explain the connection between pages.

Suppose you have a pillar article about content strategy and a supporting article about keyword cannibalisation. The pillar could link using:

• diagnose overlapping pages
• identify keyword cannibalisation
• map search intent across your content
• audit competing URLs

Each phrase points towards the same specialist resource, but the wording reflects the sentence and the user’s stage in the journey.

The destination page should also link back to the pillar using a suitable broader phrase, such as:

• complete SEO content strategy
• topic clustering framework
• content planning process

This creates a clear hierarchy. It also helps prevent every page from targeting the same phrase.

Editorial Backlinks

You have less control over external anchor text, but you can influence it through outreach and digital PR. When pitching content, avoid asking every publisher to use an exact commercial keyword.

A safer outreach playbook might suggest:

• Your brand name.
• The article title.
• A natural description of the resource.
• A plain URL.
• A relevant partial-match phrase, where it genuinely fits.

For example, if you are promoting a guide about internal linking, a publisher could link using:

SEO Letters’ guide to building internal links

That is descriptive, branded and relevant. It does not look like a forced placement for the phrase “best internal linking strategy”.

A healthy external link profile usually includes variation. The exact distribution depends on industry, brand strength, link acquisition history and the types of websites linking to you, so fixed percentage rules should be treated cautiously.

Navigation and Sitewide Links

Navigation links help users understand the structure of your website. They are important for accessibility and crawlability, but they should not become a place for aggressive keyword optimisation.

Use labels that are:

• Short.
• Clear.
• Consistent.
• Understandable without surrounding copy.
• Aligned with the actual destination.

For example, “SEO Templates” is clearer than “best SEO templates for marketers and agencies”. The longer phrase may be suitable in body copy, but it is excessive in navigation.

Sitewide footer links should be used sparingly. Since the same anchor appears on many pages, it offers limited page-specific context and can make the site structure look repetitive.

How to Choose the Right Anchor Text

Use this six-stage process when creating or reviewing links.

Step 1: Identify the Destination’s Primary Role

Before choosing an anchor, classify the linked page.

Is it:

• A homepage?
• A product page?
• A service page?
• A broad pillar guide?
• A supporting article?
• A category page?
• A comparison page?
• A resource or tool?
• A transactional landing page?

The anchor should reflect this role. A product page may need a commercial description, while a research article may suit a process-led phrase.

Step 2: Map the Search Intent

Search intent mapping helps you decide whether two pages should link closely, compete selectively or be consolidated.

Common intent categories include:

Intent	Typical user need	Suitable destination
Informational	Understand a topic or problem	Guide, tutorial or glossary
Commercial investigation	Compare options	Comparison, review or category page
Transactional	Buy, subscribe or enquire	Product or service page
Navigational	Find a known brand or resource	Homepage, tool or branded page
Local	Find a nearby provider	Location or service-area page

If an informational article links to a service page, a phrase such as professional SEO content service may be suitable. If it links to a technical tutorial, review the internal linking steps is likely more appropriate.

The anchor helps communicate the transition between intents. That is useful for readers and for the architecture of the site.

Step 3: Check for Keyword Cannibalisation

Run a keyword cannibalisation audit before adding a large number of similar anchors. Review:

• Which URLs rank for the target query.
• Whether rankings switch between pages.
• Which page has the strongest backlinks.
• Whether titles and headings overlap.
• Whether the pages answer different user needs.
• How internal links currently describe each destination.
• Whether the site has multiple pages targeting one keyword variation.

If three pages all receive the anchor content writing service, ask whether they should. One may be a service page, one may explain the process and one may target a location. The anchors should distinguish these roles.

Step 4: Assess the Surrounding Sentence

Anchor text cannot be judged in isolation. Read the sentence aloud and ask:

• Does the phrase sound natural?
• Does it tell the user what they will find?
• Is it too broad for the destination?
• Is it repeating a keyword from the previous sentence?
• Would the link still make sense to someone unfamiliar with SEO?
• Does the wording support the page’s intended topic without overclaiming?

Natural context does not mean random wording. It means the link makes sense because of the information around it.

Step 5: Compare Existing Anchor Variations

Review the anchor text pointing to the same page. Group variations by type:

Anchor group	Examples	Potential issue
Branded	SEO Letters, SEO Letters platform	Usually low risk
Exact-match	keyword cannibalisation audit	Can become repetitive
Partial-match	audit overlapping keywords	Usually flexible
Descriptive	process for finding competing pages	Helpful and user-focused
Generic	read more, this guide	Low contextual value

If every internal link uses the exact same phrase, update some links where the change improves readability. Do not rewrite links solely to create artificial variation. The destination and context still matter more than a perfect-looking distribution.

Step 6: Validate Accessibility

A link should make sense when read separately from the paragraph. Screen reader users may navigate through a list of links, so “click here” creates unnecessary friction.

Good accessible anchors:

• Explain the destination.
• Describe the action.
• Avoid unexplained abbreviations.
• Remain meaningful out of context.
• Do not rely only on colour or visual placement.

For image links, write alt text that describes the image or its function. Do not add a string of target keywords to an image that serves as a button or linked illustration.

Anchor Text and SEO Content Overlap

SEO content overlap is broader than duplicate content. Two pages can contain different wording and still compete because they cover the same subject at the same depth, target similar queries and attract the same type of visitor.

Anchor text can reveal this issue.

If the following pages all receive links labelled SEO blog writing, you may have a structural problem:

• A page describing a writing service.
• A tutorial explaining how to write SEO blogs.
• A comparison of AI writing platforms.
• A landing page for a blog writing tool.

The anchors imply that each page is equally relevant to the same commercial phrase. That may contribute to ranking dilution in SEO.

A better structure might look like this:

Page	Primary intent	Better internal anchor examples
Writing service page	Transactional	SEO blog writing service
Writing tutorial	Informational	guide to writing SEO blog posts
Tool comparison	Commercial investigation	compare AI blog writing platforms
Product page	Transactional	automated blog writing tool

The pages still belong to the same topical cluster. They are not forced into one keyword target.

A Practical Anchor Text Scoring Rubric

You can score an anchor before publishing it. This creates a repeatable editorial check, particularly when several people or systems publish content.

Score each category from 0 to 2:

Criterion	0 points	1 point	2 points
Relevance	Unrelated to destination	Broadly related	Precisely describes destination
Naturalness	Forced or awkward	Acceptable	Fits the sentence easily
Search intent	Conflicts with destination	Partly aligned	Clearly aligned
Accessibility	Vague or unusable alone	Understandable with context	Clear when read alone
Cannibalisation risk	Makes pages interchangeable	Some overlap	Distinguishes the destination
Commercial neutrality	Sounds manipulative	Slightly promotional	Appropriate for link context

A score of 9 to 12 is generally strong. A score of 6 to 8 needs editorial review. A score below 6 should usually be rewritten.

Example Assessment

Anchor: see the full process for mapping keywords to URLs

Destination: A guide about keyword cannibalisation.

Criterion	Score
Relevance	2
Naturalness	2
Search intent	2
Accessibility	2
Cannibalisation risk	2
Commercial neutrality	2
Total	12/12

Anchor: click here

Criterion	Score
Relevance	0
Naturalness	1
Search intent	0
Accessibility	0
Cannibalisation risk	1
Commercial neutrality	2
Total	4/12

The second link may technically function, but it provides almost no useful context.

Building an Internal Anchor Text Framework

A consistent framework makes internal linking easier to manage across a growing site. Use the following process.

1. Create a URL and Keyword Map

Record each important URL with:

• Primary keyword.
• Secondary keywords.
• Search intent.
• Funnel stage.
• Page type.
• Canonical URL.
• Supporting pages.
• Preferred internal link destinations.
• Terms that should not be used because they belong to another URL.

This is particularly useful when your content team publishes at scale. SEO Letters can support the research and content planning stage by turning keyword data into topic clusters and structured article briefs. The platform is available at app.seoletters.com.

2. Assign a Primary Page to Each Topic

Where several pages cover one topic, choose the page that should own the broadest or most valuable query. This page becomes the primary destination for relevant internal links.

Supporting articles should usually link to that page using varied but relevant wording:

• Complete guide to technical SEO.
• technical SEO framework.
• learn how to improve technical SEO.
• technical SEO checks for growing websites.

Not every anchor needs to repeat the primary keyword exactly. The relationship should be obvious from the page content and site structure.

3. Establish Preferred and Prohibited Patterns

A simple editorial policy may state:

• Use branded anchors for homepage and product references.
• Use descriptive anchors for accessibility-sensitive links.
• Use exact-match anchors only where the keyword fits naturally.
• Use partial-match anchors across related supporting articles.
• Avoid “click here” where a clearer phrase is available.
• Do not use one commercial anchor across unrelated URLs.
• Do not alter an accurate anchor merely to satisfy a numerical ratio.

This gives writers and editors practical boundaries without turning every link into a spreadsheet exercise.

4. Link According to the User Journey

Internal links should help a visitor move from one question to the next. A typical SEO journey might look like:

1. The reader discovers an informational article.
2. They read about a problem such as content overlap.
3. They open a diagnostic guide.
4. They compare possible solutions.
5. They visit a product or service page.
6. They take an action such as starting a trial or requesting contact.

The anchors should reflect those steps. An early informational link may use how to identify overlapping pages, while a later commercial link could use automated content planning platform.

How SEO Letters Supports Anchor-Led Content Workflows

A strong anchor strategy becomes difficult when content is produced in isolation. You need keyword research, topic clustering, page classification, article briefs, internal link planning and publishing controls in one workflow.

SEO Letters is built for that operational problem. It can help you:

• Research keywords with difficulty and relevance signals.
• Build topical authority clusters.
• Identify gaps between your content and competitors.
• Create structured articles with headings and internal links.
• Generate schema-ready content and supporting images.
• Route writing stages through Gemini, OpenAI or Claude using your own keys.
• Publish directly to WordPress, Shopify or webhooks.
• Schedule autonomous content campaigns.
• Refresh existing pages instead of only creating new ones.
• Produce content across 21 languages.
• Monitor published content through a performance dashboard.
• Create product-aware articles for affiliate and ecommerce publishing.

For a publisher, the value is not just faster drafting. The useful part is having a repeatable process between the initial keyword and the live page. You can set a topic, cadence and destination, then let the campaign workflow handle research, writing and publication while you review the strategic outputs.

Explore the SEO Letters blog writing tool if your team needs to produce content consistently without losing control of the site architecture.

A Hypothetical Example: Fixing Anchor Text Cannibalisation

Consider a software company with these pages:

• /ai-content-platform/
• /ai-blog-writer/
• /automated-content-generation/
• /blog/ai-writing-tools-guide/

The site uses AI content tool as the anchor for most internal links. Search Console shows that all four pages receive impressions for similar variations, while rankings fluctuate.

Diagnosis

The website may have several connected problems:

• The product page and blog guide target similar commercial phrases.
• The internal links do not distinguish product, category and educational intent.
• The supporting article links to the product page too late.
• The phrase “AI content tool” is used for more than one destination.
• Page titles and H1 headings may contain overlapping terms.

Revised anchor plan

Source page	Destination	Revised anchor
Product category	Main product page	AI content platform
Blog guide	Product page	automated blog writing platform
Blog guide	Educational guide	compare AI writing tools
Product page	Blog guide	detailed guide to AI writing tools
Supporting article	Product page	create and publish SEO articles automatically

The wording is not perfectly uniform. That is the point. Each link explains the specific relationship and destination.

Measurement plan

Track performance for at least four to eight weeks, depending on traffic and ranking frequency. Review:

• URL-level impressions for the overlapping queries.
• Average position by landing page.
• Click-through rate.
• Organic entrances to each page.
• Internal link clicks.
• Conversion rate from informational pages.
• Whether ranking volatility decreases.
• Whether one URL begins to own the intended query group.

Do not judge the change only by one keyword. Search visibility is distributed across query variations, and the stronger signal may be a cleaner separation of page roles.

Anchor Text Best Practices for External Link Building

External link acquisition requires a cautious, relationship-led approach. You cannot fully control how another site links to you, and attempts to control every phrase can create an unnatural profile.

Recommended practices

• Prioritise genuinely useful content that deserves citation.
• Build links from relevant websites and publications.
• Encourage natural brand mentions.
• Provide the article title or resource name when suggesting a link.
• Avoid repeating the same exact-match commercial phrase.
• Review referring page context, not just domain metrics.
• Monitor sudden changes in anchor distribution.
• Disavow only when there is a clear, serious reason and you understand the risks.

Common external anchor mistakes

• Buying links with mandatory keyword anchors.
• Using the same anchor in every outreach email.
• Seeking links from unrelated websites because of high domain metrics.
• Adding exact-match anchors to pages where they sound unnatural.
• Treating a high volume of links as a substitute for topical relevance.
• Ignoring the quality and intent of the referring page.

A safer outreach message might say:

We have published a detailed guide explaining how to identify and fix keyword cannibalisation. If it supports your section on organic performance, you are welcome to reference it using the article title or a natural description.

That approach gives the publisher editorial control. It also reduces the pressure to manufacture a particular keyword signal.

Common Anchor Text Mistakes to Avoid

Overusing Exact-Match Anchors

Exact-match wording has a role, but repeated use can make internal links feel mechanical and external links look coordinated. If the phrase is not natural in the sentence, use a partial or descriptive variation.

Using the Same Anchor for Different URLs

This is one of the clearest internal cannibalisation risks. If two pages need the same anchor, check whether they should be consolidated, redirected, differentiated or assigned different intent.

Making Every Anchor Too Vague

“Read more” and “this article” are easy to write but weak for usability. A reader should have a reasonable idea of the destination before clicking.

Stuffing Anchors with Multiple Keywords

An anchor such as best affordable technical SEO audit service for small businesses may sound unnatural and promotional. Shorter, clearer wording usually works better.

Ignoring the Page Context

A relevant phrase can still be wrong if the paragraph does not support it. Link placement, heading context and nearby entities all contribute to how the relationship is understood.

Changing Anchors Without Reviewing the Destination

Rewriting anchors is not a substitute for fixing poor page targeting. If a page has the wrong title, weak content or unclear intent, anchor text alone will not resolve the problem.

Keyword Cannibalisation Audit Checklist

Use this checklist quarterly, or whenever a site has undergone a major content expansion.

• Export ranking keywords and ranking URLs from Search Console or an SEO platform.
• Group similar queries by topic and search intent.
• Identify keywords with multiple ranking URLs.
• Compare titles, H1 headings and metadata.
• Review the depth and format of each competing page.
• Check canonical tags, redirects and indexability.
• Audit internal links pointing to each URL.
• Group anchor text by branded, exact-match, partial-match and descriptive types.
• Identify anchors used for more than one destination.
• Select the preferred page for each topic cluster.
• Update internal links where the current wording creates confusion.
• Consolidate or differentiate pages where necessary.
• Record the changes in a content and technical SEO log.
• Measure URL-level visibility after implementation.

The aim is not to eliminate every instance where more than one URL ranks. Some queries naturally return several relevant pages from the same domain. The issue is whether your website is making the intended hierarchy clear.

Key Takeaway: Anchor Text Should Explain Relationships

Anchor text is not a standalone ranking lever that can repair weak content or an unclear information architecture. Its value comes from the relationship between the linked page, the source page, the surrounding copy and the user’s intent.

Use:

• Branded anchors for brand, homepage and product identity.
• Exact-match anchors when precise wording is natural and the destination clearly owns the topic.
• Partial-match anchors to connect related pages without repeating one rigid phrase.
• Descriptive anchors when usability, accessibility and action clarity matter most.

When keyword cannibalisation appears, review the whole system. The pages may have overlapping intent, the site may contain duplicate keyword targeting or the internal links may be distributing relevance across competing URLs.

Build a More Controlled SEO Publishing Workflow with SEO Letters

Managing anchor text becomes much easier when every article is created within a documented content plan. You can map keywords to URLs, define the role of each page, create topic clusters and publish supporting content without losing sight of the wider architecture.

SEO Letters combines AI-assisted research and writing with the workflow controls needed for serious publishing teams. Its campaign scheduler can research, write and publish on a chosen cadence, while refresh campaigns help keep existing pages aligned with changing search results and business priorities.

If you are producing content for a website, affiliate project, ecommerce store or agency portfolio, open SEO Letters and build a publishing system that connects keyword research, anchor text, internal linking and measurable organic growth.

For strategy questions or a more specific workflow requirement, use the rightbar as the contact path. The important thing is to treat anchor text as part of a wider SEO operating system, not as a last-minute phrase added before publication.