Google’s first contribution to the world of search engines was a fundamental paradigm shift. They moved us from a focus on keywords into a focus on “popularity.” The robots determine a page’s popularity based on the number of links to the page, so link building has come to the gravitational center of the SEO world. One key aspect to link building is using appropriate anchor text. Anchor text will help increase the keyword relevance of your site far more than a simple URL link, but it goes beyond that. Here are some tips to getting the most out of your anchor text.
Use it, don’t abuse it.
It’s absolutely true that you should use anchor text with your links. However, you shouldn’t overuse anchor text. The key here is to make links to your site look natural and provide accurate information about where the link will lead. Rather than trying to win a war for a specific keyword, create links to highly relevant pages, and use relevant anchor text. Also, don’t be afraid to just use your URL every once in a while.
Diversity: it’s a good thing.
Instead of just using one keyword over and over again, use a variety of key words and phrases for your anchor text. This makes your links look more natural, which will help your search engine ranking. You can also use a variety of related keywords, which helps communicate to Google the general category of your site, bolstering your traffic further thanks to Google’s LSI engine.
Location, location, location.
Link location is incredibly important, and in more than one way. You should aim to get your link on the page that’s “closest to the top,” usually the index of the site linking to you. If you can’t get your link on the index, at least make sure it’s on a page that can be navigated to from the index, ensuring that you get as much link juice as possible. You should also aim to get the link at the top, not bottom, of the page, where it gets the most attention from both real life and robotic visitors.