The Importance of Anchor Text in Back-links
TopRankVisibility Digital Marketing Agency

  • 03/17/2018
  • SEO
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importance of anchor text

The importance of anchor text with respect to a linking strategy cannot be overstated. Back-links are a huge part of the search engine algorithm. When initiating a linking campaign, it is vital that external sites link using the appropriate keywords and terms in the anchor text.

Almost always, linking candidates will use the company name as anchor text. This does not provide any type of description of the target company’s products or services. 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.

Here is an example using fictional company “TopRankVisibility Internet Marketing Services”:

Most people will link simply using the terms “TopRankVisibility”. This is alright, but it does not describe the company’s products or services, nor provide any context. By adding the word “Internet Marketing” or term “Internet Marketing Services” (i.e. “TopRankVisibility Internet Marketing” or “TopRankVisibility Internet Marketing Services”), you may be able to drive additional traffic that may not have otherwise attained the corporate site.

Google differentiated itself from most search engines when it was first introduced by taking into account not only links text and anchor link text on the web page itself but also anchor text and links text on incoming links to that web page. This approach needed a great deal of computer processing power bearing in mind the vast number of links compared to web pages.

Just take another look at only one of the above Touch Graphs and then know there are more than 8 billion sites in Google’s database.

Absolutely staggering and amazing or at least I think so.

Google knows for every link the source web page and the destination web page and it records these data for use in SERPs information.

There was a distinct advantage however in taking specific notice of the backward link in so much that the link back to a web page was often not under the control of the web pages designer. On this basis alone it was more difficult for a designer to manipulate the SERPs results. As time proceeded, however, it became possible to spam this backward link system in many ways and the power that PageRank held has to some extent at least been negated by the spam techniques used.

Despite the spam, the concept of back-linking to your website remains an absolute key to high rankings. Getting lots of links is far more important than on-page optimization.

Google by virtue of its unique ability to collect and analyze anchor link text and proximity of text together with its other full-text capabilities, however, was able to identify such unfriendly behavior and penalize offending pages. This attempt by Google specifically to identify inappropriate linking structures continues at a fast rate and many websites that have occupied high ranking positions have been removed from the SERPs on the basis of this inappropriate (according to Google) engineering of link structures.

A bit later well talk about blogs in terms of SEO these are used by those in the know quite legitimately to create many, and relevant links thereby increasing the link popularity and link relevance factors in ranking terms. As many of you may know most blogs invite comments and this became a wonderful game played by spammers until a new system was introduced to make comment spam irrelevant. Let me explain…

If a determined spammer wanted to he could access hundreds, thousands even of blogs every day. He could make a comment like a nice site Joes corner store. Of course in each comment would be a link back to Joes corner store. This way a massive backlink structure could be created that had zero benefits to the search engines or search community.

Google and all the other major search engines overcame this problem by discounting blog comments to zero. In other words, commenting was of course still allowed but the comments would be totally disregarded by the search engines in terms of backlink counting.


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They did this by introducing what is known as the no-follow tag attribute. This tag identified to a search spider that any link with such a tag inside it should be ignored. Here is how the above link would look with the no-follow tag incorporated

<a rel=nofollow href=””>The Best Fishing Information In California</a>

This tag introduction, probably unknowingly, provided webmasters and SEO specialists with a wonderful way to engineer PageRank as well see later.

To summarize You need to get as many backlinks to your important web pages as you possibly can but stay away from the spam, get rich quick ways.



When a visitor arrives at a website, hopefully, yours, the challenge is to keep the visitor thereby providing valuable or useful information. This is very difficult. It can be accomplished by web page layout and by providing an easy and meaningful way to get to the next part of the website’s story through a well located, descriptive text link.

You may have noticed that the more savvy websites are abandoning button type links for the simple reason they cannot accommodate much text and also they add to download time (the buttons are pictures) and they don’t work for SEO.

The worst kind of buttons is those that say Next, Back, Home etc since they do not encourage any visitor to explore. If instead of Next the link said click here for a free offer chance is that the link would be clicked upon and that little bit of extra time would be available to convince your visitor of the value of your site.

If instead of Home it said start page; subscribe to our free gardening newsletter then also the visitor would at least know what could be accomplished on the home page.


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Have you ever asked yourself this question: When it comes to online marketing, why do some people succeed while others are left spinning their wheels? While you may be great in sales, your website isn’t. Despite the fact that website looks really good, rarely does it bring in any leads or actual sales. Over the years I’ve noticed a pattern: successful marketers use a very specific system to achieve nearly exponential growth. And it is the Online Sales Funnel (a.k.a. lead generation funnel, relationship funnel, customer value optimization funnel or marketing funnel). We work in areas as diverse as Inbound Marketing, Affiliate Marketing, Search Engine Optimization, Social Media Marketing, Email Marketing, Pay-Per-Click Marketing, Content Marketing, Marketing Automation, SEO friendly Web Design.

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