Anchor text optimization is a key practice in the field of search engine optimization (SEO). The concept refers to the visible and clickable words in a hyperlink that are used to link one webpage to another. The methods and practices of anchor text optimization greatly affect a website’s ranking in search engine results pages (SERPs).
In SEO, “optimizing” the anchor text implies using relevant, meaningful, and descriptive phrases or keywords that accurately represent the content of the linked page. This practice helps search engines to better understand and index the content of webpages, which in turn can improve their SERP rankings. The underlying logic is that the anchor text offers both search engines and users clear indications about the content of the page to which it links.
For instance, if you’re writing a blog post about coffee brewing techniques and you reference a link to a site that discuss the French press method in the article, instead of using “click here” as your anchor text, you could use “French press brewing technique.” This gives a clear idea to the readers and the search engines about what the linked page contains.
There exist different types of anchor texts including exact match, partial match, branded, naked link, generic, and image anchor text, each having their own place and potential impact in SEO. However, Google’s algorithm updates over the years, such as the Penguin update in 2012, have revealed that over-optimizing anchor text or “spamming” could lead to penalties. As a result, SEO professionals recommend a balanced and natural distribution of various types of anchor text.
According to a study by Ahrefs, one of the leading SEO tools, pages with a diverse profile of anchor text tend to rank higher. The research suggests that instead of overusing exact match anchor texts, using a variety of different types can be more beneficial for the webpage’s ranking. This strategy reduces the risk of a penalty from Google while also providing a more user-friendly and informative experience.
Another study from Moz, a renowned SEO software development company, suggests that internal linking with proper use of anchor text can help boost a page’s relevance for specific keywords. That said, the context around the anchor text is also important, and keyword-rich anchors should be used naturally within the content.
However, despite its proven importance, anchor text optimization is just one part of a wider SEO strategy and should be complemented with other techniques such as content optimization, header tag optimization, image optimization, and others.
Sources:
- Ahrefs, “Anchor Text: A Data-Driven Guide (384,614 Web Pages Studied)“
- Moz, “The Beginner’s Guide to SEO“
- Google, “Link Schemes“
- Search Engine Journal, “Anchor Text Guide for 2020”.
