The Importance of Anchor Text in Links

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The importance of anchor text in links cannot be overstated. Links are a huge part of the search engine algorithm. When initiating a link development campaign, it is vital that external sites link using the appropriate keywords and terms in the anchor text.

Here is an example using fictional company “Acme Plumbing Supplies.”  More often than not, backlinks to the site will use the company name (Acme Plumbing Supplies) or the name of the web site ( as the anchor text. Sure, it may be great for branding purposes, but it isn’t usually needed. In most cases, companies already rank very high (if not first) for searches that incorporate their brand.

The Right Way to do Anchor Text in Links

Don’t go for links to the obvious target like your home page.  If you’re selling a product or a service, then ask potential partners for links to pages further down in your site hierarchy. Those are typically the product or service pages that aren’t directly linked to on your home page; they’re the pages that are two or three levels down, don’t get benefit of the SEO juice that comes from that link on the home page and are probably the pages that are going to drive revenue for you.

For internal linking, don’t be afraid to use the words “click here” in your anchor text.  Just remember that context matters, so if you’re going to use link here as anchor text, make sure that the words around it clearly indicate to the user and the search engine what they’re likely to find on that page.


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