In years past a link builder who acquired a choice link with targeted anchor text was feted with praise, but in the aftermath of the Penguin Update we have learned that too many anchor text links can get you a one-way ticket to Google jail.
That is still important, but now link builders need to be smarter about it.
As Microsite Masters discovered, “Every single site we looked at which got negatively hit by the Penguin Update had a ‘money keyword’ as its anchor text for over 60% of its incoming links. On the other hand, the sites that were not hit by the update had much more random percentages. Having over 60% of your anchor text being a money keyword did not guarantee that your site would be hit by the penalty (many of the sites not affected had numbers just as bad), but if under 50% of your anchor text for incoming links were ‘money keywords’ it’s all but guaranteed you weren’t affected by this update.”
On one hand this is enlightening news, but on the other hand it’s really just common sense. Even in the glory days before Panda/Penguin we would never recommend building over half your links with a single anchor text. In fact, when we would see client competitors with such a link profile we would congratulate said clients because we knew the competitor would not last in the rankings.
But now there’s solid proof, and it means sites must do everything possible to diversify anchor text in a natural way.
One of the easiest ways to do that is to turn a keyword into a longer keyword phrase or even a sentence at times. For example, if the keyword phrase is “content marketing” some anchor text ideas would be:
- Content marketing firm Vertical Measures
- Content marketing is the new marketing
- Businesses are embracing content marketing
- Content marketing is a marketing technique
- Content Marketing is the creation and sharing of content for the purpose of promoting a product or service.
- A leading content marketing agency
- Compelling content marketing is critical
In a world where SEO is ignored, this is how natural, editorially given links have always come, so it makes sense that such a phrase would work in today’s post-Penguin world as well.
Aside from using the partial match anchor texts, some other great tips include using the plural form of the keyword phrase, varying capitalization, adding hyphens, tossing in a harmless “click here” or “read more” and even misspelling the word a time or two if you are feeling particularly adventurous.
If you want to know the composition of your backlink profile, you can take a look at it under the “Anchor Text” tab in Open Site Explorer. Click here to see what that looks like for SEOMOZ.
When you take away the “dog snuggie bed”-related keywords SEOMOZ ranks for after an SEO 301′d his domain to SEOMOZ, their first six keywords all relate to some form of SEOMOZ. Moving on down the line, SEOMOZ has been linked to with a whopping 1238 different anchor texts.
This is about as natural as a link profile gets. Although you won’t exactly be de-indexed because a head keyword you’ve been trying to rank for is one of your five most prevalent anchor texts, SEOMOZ’s backlink profile is the ideal you should be striving for.
It’s also important to ensure you don’t have an overwhelming amount of anchor text links built to your homepage for the same keyword. Switch things up a bit and get your brand name linked to the homepage, or point those anchor text links to your internal page that the keyword is actually about.
Anchor text links have always been effective at connecting your site with the topic of the anchor text, but as so often happens in this industry, this strategy was gamed by link builders trying to make a quick rise up the SERPs far too often.
Now more than ever it’s essential to diversify anchor text with natural phrases that still connect your site to its targeted keyword without inundating your backlink profile with the same keyword phrase ad naseum.