The importance of anchor text with respect to a linking strategy cannot be overstated. Backlinks are a huge part of the major search engine algorithms. 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. It is the most natural way a site would get links. Google does value a strong brand, but what they also value is great content within your site. A signal they use to measure the value of content is links. So while branded links and typical PR can help boost you up, this does not provide you with a strategy to boost the rankability of your inner content. Don’t get me wrong, it is great to get branded backlinks and a part of a natural backlink profile, but it by being able to manipulate the anchor text pointing at your site you can help your specific target rankings and help you expand your rankings beyond your home page.
Here is an example using an upcoming brand “Projekt Bikes” www.projektbikes.com that makes custom bicycles:
Any natural links this website gets from PR and most mentions would include their brand name “Projekt Bikes” but not their target keyword “custom bikes” in most cases. In competative niches, having an anchor text strategy can get you boosted when your rankings seem to be stagnant. By adding the word “custom bicycles” or term “custom beach cruisers” into their anchor text profile would be great. You may be able to drive additional traffic that may not have otherwise attained the website. If you want to know more about backlinks comment or drop us a line.
Brandon Loures is an online brand strategist. When Brandon isn't helping businesses with their marketing and studying digital marketing. He likes doing things outdoors, surfing, playing golf, traveling, living by the beach and eating mexican food.