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Anchor Text Optimisation (SEO)

Anchor Text Optimisation (SEO)

If you have done some serious reading about your website optimisation, you probably would have come across the phrase “anchor text optimisation”. In this post, we’ll discuss the definition and importance of anchor text and how you can use this powerful website optimisation feature to get high ranking in search engines.

What is Anchor Text?

Anchor text is the visible hyperlinked text on the page. Let’s take this example: “Please visit our blog for information on Search Engine Optimisation.”
Here the words “blog” and “search engine optimisation” are hyper linked to the URLs for our blog. The words within the hyperlink, “blog” and “search engine optimisation”, are called the anchor text.

In a normally built site, anchor text is usually used to indicate the subject matter of the page that it links to. For example, the text “search engine optimisation” indicates to visitors that they can expect to see content about case studies pertaining to SEO if they visit the link. This pattern of usage has been applied in search engine algorithms to enhance the relevance of the “target” or the “landing page” URL for the keywords appearing within the anchor text.

Anchor Text Enhances the Relevance of the Target Page

Please note that the keywords in anchor text enhance the relevance of the target page pertaining to the keywords used. While the relevance of the page containing the anchor text is also enhanced to some degree (because of relevant keywords appearing on that page), the real gainer is the target page URL. Use this knowledge to build the relevance of each page of your site, through optimised anchor text containing important keywords, relevant to the theme of such pages, from other pages of your site.
Bear in mind that anchor text is used to direct visitors around your on site, as well as from and to external sites. Many webmasters do not optimise their internal site links for anchor text and are missing out on a really powerful, but simple means of increasing page relevancy.

If you need evidence of how important anchor text optimisation is, perform a Google search for “click here”. You can see that the number one position is held by Adobe Reader. Now, take a look at the page. The meta tags, title and description do not mention “click here” anywhere. In fact, the phrase doesn’t appear on the page at all.
This is evidence of just how much weight Google places on anchor text optimisation. (The ranking is also due to the calibre of sites that link to the Adobe Reader page, such as the BBC, Google themselves and many other popular sites).

Search Engine Algorithms like Anchor Text

As you can see, the inclusion of important keywords in the anchor text can make a big difference in the final ranking of your site pages. All search engines that matter, give significant weight to the anchor text on your pages. In fact Google even has a special operator: ‘allinanchor:keyword’, which picks up text only from within the anchor text of indexed pages.  Type this command into Google, replacing “keyword” with the keyword you wish to search against and you will be presented with a list of sites that use that keyword in their anchor text.

Google Search

This further implies that Google’s algorithm is configured to index anchor text as separate queryable data, thereby emphasising that Google considers it an important pointer to page relevance. My research leads me to believe that weight given to anchor text has been raised recently in the Google algorithm. With these changes, it is possible to enhance your website’s ranking by using the right keywords in anchor text.
It has also been studied that anchor text, whether from external, or internal pages, is important. It should therefore be ensured that significant attention is given to the inclusion of important keywords in your anchor text.

How to Optimize Anchor Text Within Your Site

Anchor text optimisation can be deployed throughout your site to enhance the relevance of most of the web pages based on individual page content. You would be surprised, how easy it is, and to find suitable instances of hyperlinking structures to make use of optimized anchor text. When linking to internal pages, it is better to use the format:

Read all about Anchor Text Optimisation.

Instead of

Read all about Anchor Text Optimisation here.

The above example shows us that you can leverage the hyper linking of important keyword phrases instead of hyperlinking unrelated text wherever possible. It is always a great idea to restructure sentences if keywords don’t fit in anchor text.

Using Keywords in Natural Text to Create Anchor Text

You can also locate (or insert) important keyword phrases in your page’s natural text and link it to relevant target pages of your site. Consider the paragraph below: -

Search Engine Optimisation is an important part of any search engine marketing initiative. Some people believe that submitting the site to search engines alone is sufficient in getting top-10 ranking. This is not true. Search engine submission only announces your site’s existence to search engines. To get a good Title tag optimisation, Meta tags optimisation and anchor text optimisation of your website amongst other SEO techniques. You’ll need to optimize the visible text of your site through SEO copywriting after an extensive keyword phrase research. It is also important to boost your Google PageRank in order to get a good website ranking. You can increase PageRank of your site by building your site’s link popularity through a link building campaign. A link exchange campaign with good industry relevant sites is the simplest way to get several incoming links to your site quickly. Remember, search engine positioning is a powerful media for your website promotion.

Now notice below how the above text is reformatted where highly relevant keyword phrases have been converted into powerful anchor text. Each keyword phrase links to an important relevant section of the same site -

Search Engine Optimisation is an important part of any search engine marketing initiative. Some people believe that submitting the site to search engines alone is sufficient in getting top-10 ranking. This is not true. Search engine submission only announces your site’s existence to search engines. To get a good search engine ranking, it is important that you carry out Title tag optimisation, Meta tags optimisation and anchor text optimisation of your website amongst other SEO techniques. You’ll need to optimize the visible text of your site through SEO copywriting after an extensive keyword phrase research. It is also important to boost your Google PageRank in order to get a good website ranking. You can increase PageRank of your site by building your site’s link popularity through a link building campaign. A link exchange campaign with good industry relevant sites is the simplest way to get several incoming links to your site quickly. Remember, search engine positioning is a powerful media for your website promotion.

While the above example seems like overkill, this is just to illustrate how you can accommodate your important keyword phrases by carefully rewording the text of your web pages. If you feel that the standard blue underlined hyperlinks appear ugly on your website, then you can re-format its HTML markup code to change colour of the text and get rid of the underline without losing the power of the anchor text.

You may not have noticed, but the first paragraph also has the same keywords hyper linked, but without usual underlines. Bring your mouse over the keywords to notice your cursor show up the hyperlink.

Anchor Text Optimisation of External Links

Keywords within the anchor text are equally useful from links pointing to your website. If you are pursuing or considering a link building campaign, put some serious thought in writing multiple options of the title and description of the link pointing to your website. The “title” which is usually used as the hyper-linked text, should contain your important keywords. It is good to work with ten different options of title and description as it not only gives you more room to play with several keywords, but it also helps search engines give you a wider keyword coverage.

When soliciting external links, it is better to provide your own “cut and paste” HTML code. Webmasters like it when a ready to paste HTML code is available for them to use, to provide a link to your website. I offer this on Datamouse.biz as follows:

<a href=”http://www.datamouse.biz” target=”_blank”>Web Design Stoke on Trent</a> – Database, Web and Icon Design | DataMouse.biz

This gives the anchor text as “Web Design Stoke on Trent”. Notice how I don’t include “in”, as in “Web Design IN Stoke on Trent”? This helps keep the keyword density of my anchor text optimised too. Likewise, I use the pipe (“|”) instead of the word “from” before DataMouse.biz.

Now consider the following examples:

Title: Website Promotion & Search Engine Optimisation
Description: DataMouse.biz provides Website promotion and Search Engine Optimisation (SEO) services for small websites to large e-commerce sites requiring Search Engine Optimisation & Ranking
Landing URL: seo-programs.php

Title: Google PageRank & Link Popularity
Description: Increase your Google PageRank (PR) and your website’s Link Popularity through focused link building. Read more about the role of PageRank (PR) in final Search Engine Rankings.
Landing URL: google-pagerank.php

Title: Search Engine Promotion and Link Building Services
Description: SEO Rank offers Search Engine Promotion, SEO, and Link Building services for small to large online businesses.
Landing URL: seo-services.php

Title: Search Engine Copywriting Tips & Techniques
Description: Search Engine Copywriting services at DataMouse.biz – offering Search Engine Copywriting tips and copywriting techniques for creating your Search Engine Friendly copy.
Landing URL: seo-copywriting-article.php

Title: PageRank & Link Building Campaigns
Description: Increase your site’s PageRank (PR) and Link Popularity by choosing from our Reciprocal Link Exchange or Only Incoming Link Building Campaigns. Boost your site’s Google PageRank through a focused Link Building program.
Landing URL: link-building-costs-calculator.php

Notice how not only each of the title anchor text is optimized to contain important keyword phrases, but also that the description text varies to accommodate more keyword variation. Also, note that each variation has a different landing page URL to boost the relevance of your site’s individual pages depending upon the theme of that page.
Links from external sites help your site to gain relevance for keywords mentioned in the anchor text which boosts your site’s ranking. As the number of such inbound links increase, so will your site’s ranking in SERPs.

Anchor text therefore comes on top of the checklist in your SEO initiatives.

DM

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2 comments on “Anchor Text Optimisation (SEO)

  1. Pingback: DataMouse Blog » Blog Archive » Googlebots and Leading the Blind: Dynamic Pages and SEO

  2. Pingback: DataMouse Blog » Blog Archive » Where to Place Keywords (SEO)

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