Anchor text plays a very important role in search engine optimisation. It can drastically improve your search engine rankings for a particular set of keywords, but can also get you penalised all together. Controlling a backlink profile’s anchor text is a very important skill that an SEO needs to learn.
Back in 2007, if you built 500 links all with the same anchor text, you would be greatly rewarded for those links for your particular search phrase. As time has gone on, Google has become smarter and can spot things much easier than before. Google do this with a mathematical formula called an algorithm. Anchor text plays an important role in this algorithm as it takes the physical words that make up a backlink to another website as a ‘vote’ towards that website. For instance, if your website was about your chiropractic centre, it would make sense for links to be coming into your website with text links that say things such as ‘chiropractor’, ‘local chiropractic’ and so forth.
As an SEO it is your job to make sure that the links you build to websites make sense, but do not look spammy or over-optimised. Hugh Thomas, an SEO in Cardiff says: “Repetition of link text may have worked back in 2007, but not in today’s ever changing world. The backlink profile as a whole will determine how your site is perceived in Google’s eyes and in doing so they look for signs of trust, quality, and authenticity. It is important to make sure that all links built to a website comply with all of those traits. Gone are the days of sending out 20,000 blog comment links through Scrapebox in order to increase a website’s rankings. In are the days of creating high quality, authoritative links from reliable websites which are also relevant.”
Take a website about basketball, it may not relate to a chiropractor directly but it sure does indirectly. Sports and injuries go hand in hand and getting a link from a local sports team to your chiropractic website would make sense. Now getting a link from say a locksmith site wouldn’t make sense at all. In doing so, alarm bells will be raised and your efforts to manipulate the search engine rankings will suffer. There is no point trying to find the next loophole, it is much more important to just do things ethically and properly from the start.