What is Anchor Text?
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It is well known that the higher a ranking you can get on a search engine, the easier it will be for people to find your website, but why is that? While all search engines, such as Google, Bing, and Ask, may use slightly different algorithms, each will have its own way of prioritizing primary search results for every query inputted by their users. If your website is not on the first page of results after a potential customer inputs a search, it is unlikely that you will see any organic traffic from search engines at all.
The reason for this is that, on average, the first result on any given search will benefit from around a third of the overall traffic. The second result will obtain around a fifth of the traffic, meaning that half of all traffic is dispersed between only the first two website results alone. The rest of the traffic is shared between the other webpages on the first results page and beyond, but the lower your ranking is, the less likely your page is to be noticed.
The Importance of SEO
Search engines output thousands, if not millions, of possible useful resources for individual searches every single second and each potential customer doesn’t have the capacity to sift through every search one by one to find the right company for them. Therefore, most people will trust the search engines rankings, and use the resources of whichever webpages are ranked most highly.
Search Engine Optimization, or SEO, refers to the process of obtaining increased amounts of traffic through organic search results, something which every brand can utilize. There is a range of SEO techniques available to you to improve the amount of traffic your brand receives online, from improving your website’s design and user-friendliness to adding regular content to your website in the form of blogs or relevant articles that will interest potential customers. You will also need to consider what anchor texts you will use carefully.
What is Anchor Text?
Anchor text refers to the words or phrases you choose to use as a hyperlink within an article and is often colored and underlined to make it easier for readers to spot. There are many different types of anchor text, and it is crucial to choose which to use carefully, as your choice of anchor text will be referenced as keywords by search engines to gather more information on your website; this applies to both your on-site content, as well as any external sites you may have included anchor text backlinks to.
Writing Effective Anchor Text
Creating anchor text is a relatively straightforward process, as all it involves is choosing the keyword or tags that you want to use and then hyperlinking them to the relevant page. However, what many peopled don’t realize is that most search engines, such as Google, have quite strict guidelines on link building strategies. If these parameters aren’t carefully adhered to, it can cause your website to be penalized in search engine rankings. To ensure that your site avoids any misunderstandings and that your linking strategies stay effective, it is crucial to be certain that any anchor text you use is relevant to the landing page it links to. This is important so that it doesn’t appear that you are trying to deceive visitors to your site by hiding irrelevant links within your content text. Additionally, anchor text should link naturally within an article, as search engines will flag any out-of-place keywords that may sound overly promotional.
Types of anchor text
Deciding on the right style of anchor text is an important decision to make, and making the choice can sometimes be difficult. Your chosen anchor text needs to take into account which key phrases resonate most clearly with your business, as well as selecting relevant terms for whichever site or information you are linking to. Most importantly, your anchor text backlinks need to read naturally, and not appear out of place. There are many different types of anchor text you can use, but the most common are as follows:
- Exact match: Exact match links refer to a keyword or phrase that correctly identifies or represents the information that you are linking to. For example, if you were linking to a page about ‘blogger outreach,’ then you may use that phrase as your anchor text.
- Partial match: Like exact match links, this type of text uses identifying keywords, though they use a slight variation in the original terminology or order. For instance, taking the same example as before, if you were linking to the same page then you may use the link ‘bloggers outreach agency’ instead of just ‘blogger outreach.’
- Branded: A branded link simply uses a business’ brand name, whether that’s your own or that of another company you are referring to.
- Generic: This is a generic phrase, but not in the sense of linking random information, as search engines would flag that as suspicious. Instead, a generic phrase would be something along the lines of ‘click here’ and should ideally be included within a body of relevant text to the link you are referring to.
- Naked: A naked hyperlink means embedding the full URL of the website you are linking to.
The Value of Successful Linking Strategy
Whether you are using internal links to other webpages within your own site or utilizing anchor text backlinks, it is important to ensure that you are using the right type of anchor text to optimize your site for high search engine rankings effectively. Effective anchor text is a key component in creating a successful linking strategy, which is why it is important to conduct research into which anchor text options you should be using. The use of backlinks and hyperlinks within your brand content should also be used with careful consideration, as poorly utilized links will do more harm than good for your site. Therefore, it is also important to ensure that you are only using backlinks which are going to benefit your business. For this reason, you may benefit from conducting backlink analysis on a regular basis, to ensure that the quality of any sites linked to your business is going to reflect positively on your website’s performance.