Key Takeaways
- Anchor text matters: External links should use descriptive keywords rather than just your brand name to maximize SEO value.
- Avoid plain brand names: Links using only a company name miss out on keyword context and don't help you rank for non-branded searches.
- Include terms & services: Adding target keywords to the link text (e.g., "Acme Plumbing Supplies" instead of just "Acme") drives relevant search traffic.
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 companyās products or services. Sure, it may be great for branding purposes, but it isnāt 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 āAcme Plumbing Suppliesā:
Most people will link simply using the terms āAcmeā. This is alright, but it does not describe the companyās products or services, nor provide any context. By adding the word āplumbingā or term āplumbing suppliesā (i.e. āAcme Plumbingā or āAcme Plumbing Suppliesā), you may be able to drive additional traffic that may not have otherwise attained the corporate site.
