“Anchor Text's” Importance in Backlinks

 

It's impossible to overestimate the relevance of anchor text in a linking strategy. Backlinks account for a significant portion of the search engine algorithm. External sites must connect using the right keywords and terms in the anchor text when starting a linking campaign.

The organization name is almost always used as anchor text by linking candidates. This gives no information about the items or services offered by the target company. It's nice to have for branding purposes, but it's not always necessary. In most situations, businesses already rank quite high (if not first) for brand-related queries.

Using the imaginary business "Digicomm Marketing Services" as an example:

The majority of people will simply link to "Digicomm." This is OK, but it neither describes nor contextualises the company's products or services. You may be able to generate additional traffic to the business website by adding the word "marketing" or the term "marketing services" (i.e. "Digicomm Marketing" or "Digicomm Marketing Services").