We have previously emphasised how crucial it is that, when seeking to develop your site’s SEO profile, you gather effective links to that site. However, one subject we didn’t touch upon was what text those links should comprise. That text is technically known as “anchor text” – and it shouldn’t be overlooked, as the right anchor text can wonderfully enhance the power of those links.
A recent history of anchor text
Up until Google launched its Penguin update in April 2012, it was common for marketers to put their carefully chosen keywords into anchor text. So, if a company wanted their site to scale the upper ranks of Google’s search results for the phrase “children’s beds”, that would go into the anchor text.
However, since the Penguin update, sites with links excessively using keywords as anchor text have been penalised. These sites are deemed over-optimised; favoured in their place are sites with links incorporating more varied anchor text, including such generic phrases as “click here”.
Drop the anchor… text into your links
So, what kinds of anchor text should you use or seek for your own site? There’s a broad choice. You can still stick to keywords for some of those links. Anchor text part using a keyword or including the complete keyword in a longer phrase – think “children’s beds at great prices” – is fine, too.
However, that text could instead include a brand name, a brand name alongside a keyword, or the site’s name – which might not be strictly the same as the company’s name. Alternatively, included could be the URL that would be loaded were people to click the link. You could even keep it simple with something like “read more” or “click here”.
Your boat should be at its steadiest with this anchor
However, believe it or not, none of the types of anchor text cited above are the best-performing for SEO purposes… at least according to industry research. For now, the most effective anchor text seems to feature just the title of the page or blog post.
This does make sense when you think about it. Many people who decide to link to a webpage would choose to include this anchor text for the simple reason that it makes clear exactly what the webpage is about. That’s common sense for helping to enable a good user experience – and that is exactly what Google wants to preserve for its own users.
At JAK Inc, our team includes copywriters who know how anchor text should be used to clever effect. Whether you want to amass links on your own site or others, we can craft copy that not only is pleasant to read, but integrates links featuring favourable anchor text. To learn more, email sales@jakinc.uk or phone 0191 3882 698. Our other services are listed on our website.