Goddess Search Engines are darn difficult to please. If you are into Search Engine Optimization, you would know the pain. Relevant keywords, meta tags, header tags, backlinks and after making many such offerings we manage to reach the top rankings on SERPs. And amongst these, there lies another offering called ‘anchor text’.
The highlighted text with a hyperlink is called anchor text. When you click on this anchor text, you get directed to the hyperlinked page. It generally appears blue in color, but the color can be changed on your website through your HTML or CSS.
In the above screenshot from our blog ‘Facts You Never Knew About Content Marketing’, you see the highlighted text ‘read for your content’ which is the anchor text. You will also observe that the color of the highlighted text isn’t blue but has been changed to match the website colors.
Understand the different types of anchor text to build links with a variety of organic anchor text. Knowing the various types will help you in using anchor text to their optimum.
Exact match is when the anchor “text” precisely matches with the page it is hyperlinked to. For example, if the linked page is about a web development company then the anchor text reads ‘web development company’. While this anchor text can potentially improve your ranking, overuse of this type may be seen as a black-hat SEO tactic and Search engines might penalize you for the same.
Anchor text is a partial match when a part of the anchor text includes keywords that exactly match with the hyperlinked page. For example, a partial match anchor text linked back to a web development company page will read as ‘the best web development company in India’.
General text which does not describe the hyperlinked page at all is called generic anchor text. Like here – ‘click here’, ‘go to this page’, ‘read more’, ‘check this out’, etc.
When the URL of the backlinked page such as ‘http://www.infinistaconcepts.com/graphic-design/’ is used as anchor text, it is called as naked link anchor text.
When the brand name is used to hyperlink a page of the website, it is called brand anchor text. For example, if the highlighted text reads ‘BMW’ and it directs you to an article on BMW’s website then that text is a brand anchor text.
If you use an image to link to a different page then search engines will consider the image’s alt attribute as the anchor text. Alt attribute is the alternative information provided to the users in case they aren’t able to see the image due to any reason.
According to Moz, brand hyperlinks are used the most:
An optimized anchor text should be short, relevant to the backlinked page, should not be generic and should have low keyword density. If you use anchor texts that possess these four characteristics then they will help you raise your SEO rankings.
Make the optimum use of anchor text rightly and you will see a growth in your ranking on SERPs. Remember to follow the norms of using the anchor text and you will have a well-performing website at your hands.