Anchor text is the visible clickable text that directs you to a different relevant page of the website. Most marketers believe that link structure is one of the most important practices for SEO and so as Anchor text.
Example: This link to W3trainingschool has the anchor text “W3trainingschool.
Anchor text format
In the HTML code, it looks like this:
<a href=”http://www.w3trainingschool.com/seo/”>SEO Guide</a>
Anchor text should be relevant according to the target webpage and must tell the user about where they reach and what they will get to read.
What are the two most important reasons why anchor text is important?
- A relevant anchor text tells the user about the topic and type of content they will get after directing to the website. A relevant anchor text bring relevant traffic to the website only that may result in leads and conversions
- Anchor text tells google algorithms about the topic of your content. It helps Google to understand your content and make sure that the anchor text does not link to spammy and irrelevant websites.
Best Practices for Anchor Text Optimization
Link building is one of many critical factors for improving search engine rankings in the eyes of Google Crawlers. But one has to be very careful in choosing the words for linking out and into your site. These words are called anchor text. Google pays great attention to them. Nowadays, Google notices and carefully watches the chosen words, but also sees the frequency of the word and the surrounding text.
It should be natural and versatile
Every part of the website, including links and their associate anchor text, should give real value to the viewers. Links should be inserted at appropriate places where users expect them to see. This way they know about something valuable to them. Multiple repetitive and keyword-based anchors in the site anchor text-cloud should be strictly avoided.
Avoid exact match anchors
Exact match anchors text should be avoided at all costs. We notice that in higher ranking websites the amount of exact match anchor text is almost nil. Doing this invites the charges of manipulation and the penalty. A safer way is to target a natural or branded version of an anchor text. To cite an example if one is a manufacturer of woolen garments and the brand name is “Cozy’ then;
- ‘Cozy dresses’ – exact match (should be avoided)
- ‘See our collection of cozy woolen tops’ – Partial match (acceptable in small numbers)
- ‘ See our latest collection at ‘Cozy’ – no match/branded (This is the safest choice.)
The relevance of content to another text
The anchor should be relevant to the anchor content. If a specific anchor text or link is relevant to a web page’s content, Google will in no time spot it out. An internal link consisting of irrelevant anchor text placed on a website will not go unnoticed and harm the search rankings. The same is the case with backlinks with irrelevant anchor text.
Google focuses on improving user experiences. Its aim is to combine relevance with convenience. They intend to provide relevant content in the most convenient manner.
Relevant text blogging
The relevance of the anchor text is one of the important ingredients of successful, cost-efficient guest blogging campaigns. ‘Digital marketing tips’ anchor text, with an associated link, which has nothing to do with digital marketing, should not at all be put on the website.
Linking to spammy sites
Building links from low-quality websites is a big “No”. Google keeps a keen eye on the website that is linked to your website. Outbound Links should be constantly checked to avoid low-quality sites. Although some reciprocal links may be rewarded, but linking to the toxic website can ruin the site’s authority and rank in the long run.
Distribution of anchors
Though the quantity and quality in the context of the right proportion are a subject of debate, its relevance cannot be doubted. Anchor text cloud with exact match or partial match keywords has to be avoided. Reliance should be on branded and website name anchor texts. It is advisable to sparsely use page title/blog post title anchor texts. A thorough analysis is to be done before finalizing on the right proportion of anchors.
Placement of anchors
Anchors should be placed at headings, sub-headings, and imagery which are focal points. People do not read all the pages. People pay attention to the above-cited focal points. Along with these, anchor text should also be placed at other relevant places where users can get more information about a particular topic.
Don’t link from same anchor text
When you write content and choose a particular word/anchor text to link for, make sure that you don’t link every time you use that word. Google may find it suspicious and conclude that the links are not natural but are used forcefully everywhere.
Therefore to prevent this, you should only use that as anchor text once only.
How does Anchor Text Affect SEO
As Anchor text is an important part of backlink, therefore it is also an important part of SEO also.
Anchor text tells google about the topic and content of the website more easily and accurately than meta titles and descriptions. Google checks the relevancy of backlinks and content through anchor text. Google index and rank the website higher according to the relevancy and uniqueness of the content.
But irreverent and spam links with irreverent anchor text degrade the image of the website in view of the search engines as well as users.
An example of relevant and irreverent anchor text is below:
A website that is ranking for electronic items features and functions may include anchor text- Buy Smartphone that redirects the user to a different website selling smartphones is relevant and it may increase the website’s reputation and credibility.
But if the same website with the same anchor text directs a person to the game or another irreverent website, then google easily identifies it and it may result in lower rankings and traffic.
When a visitor’s cursor passes through a link, he will definitely look at the anchor text and the context in which it is used. This gives the user a clear view of whether he should visit the linked website or not. This practice brings in the relevant traffic to the targeted website and improves user experience. Relevant traffic may spend more quality time on the website. This ultimately increases the website’s ranking and traffic and also reduces the bounce rate of the website.
Anchor text also affects Quality of traffic
Anchor text also impacts a website’s traffic, organic search volume, and performance.
Marketers believe that anchor text should be relevant and must describe the topic of the next Website. For example-
- Click Here
The above 2 links direct you to the same website but the second one gives a clear and understandable view of the target website’s topic. This results in more relevant people clicking the anchor text to find out the topic.
Therefore anchor text must be clear and understandable which brings more relevant traffic.
Different Types of Anchor Text
Exact Match Anchors- This is the most popular type of anchor text. It consists of the exact match anchor text that the linked page is running for. For example, if you link a webpage providing service of Fish aquariums then you link that website for the same anchor text “Fish aquarium” This is an example of an exact match keyword.
Partial match anchors- Partial anchor text are the words that are partially matched to the linked website’s keyword or brand name. For example, if you are ranking for digital marketing keywords then the partial anchor text could be a guide to digital marketing etc. Similarly, if you use partial match anchor text for keyword ambiance mall then the user may also use the search engine to look for phrases, such as “Where is Ambiance mall located?” etc.
Naked Anchors- This is the basic type of anchor text, it is nothing more than the URL of the linked page, such as http://www.w3trainingschool.com, or www.w3trainingschool.com.
Generic- Generic anchor texts are irrelevant words or phrases, like click here, “this page, more information, read more” etc.
Branded- Branded anchor text is one in which the brand name is used as anchor text. For example, Amazon may use “amazon” as anchor text to link to any other page on amazon’s website.
Conclusion
Be careful about your anchor texts. They provide relevance and uniqueness to your content. Diversify them and always use links where it suits best for the user and google crawlers. Avoid using exact-match anchors to link any page.
If you are linking to another website make sure that the website is relevant according to your anchor text as on-page link quality affects SEO. If you link to a spammy website it may result in degrading the value of your website too.
Make sure that you don’t over-optimizing your content with anchor texts. Anchor texts should be used naturally where they are actually needed and not extensively.