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 “Acme Plumbing Supplies”:
Most people will link simply using the terms “Acme”. This is alright, but it does not describe the company’s products or services, nor provide any context. By adding the word “plumbing” or term “plumbing supplies” (i.e. “Acme Plumbing” or “Acme Plumbing Supplies”), you may be able to drive additional traffic that may not have otherwise attained the corporate site.
Rachna Agarwal is a co-founder of EDS, one of the prominent Digital Marketing Agency in Dubai. She is a google certified professional, done Masters in Chemistry & Finance with 2 years certifications in Computer Science
With 15 years of experience in Sales & Marketing, Rachna has extensive knowledge of the local market. Her articles are occasionally published in local newspapers.
Her effort is to make Digital Marketing which cannot be ignored in the current times, as simple & accessible as possible for people from non-digital background.