Why it is Important to Vary Anchor Text
The focus is usually on anchor text, in regards to obtaining bartered or paid links. A webmaster will immediately ask for their top keyword to be linked to the homepage. Also, a secondary keyword will be requested to be linked to its corresponding internal optimized landing page. And wisely, so. It is industry standard to wish to rank higher for that keyword. The end result desired is getting links with that keyword!
But to link-buying savvy webmasters, that should only be done most or half of the time. What else should you use? Mainly your URL, because this is a completely natural term to link. Natural links nearly always link from anchor text that starts with “www”. If Suzy Blogger were writing about this fantastic site she found that has every type of bicycle seat cover ever made in every fabric and color and size, she is likely not going to link “bicycle seat covers”; she going to say “I found this great site www.bicycleseatcovers.com and I love their selection of seat covers” This is natural. Also you can link your business name sometimes. I know (I hope) you already rank #1 for your actual business name, but you are really just trying to add credibility to your link profile with this tactic.
Showing a spike of artificial links is not desirable if you are already over stepping Google’s boundaries. This would be applied best when you are acquiring large quantities of lower quality links, such as blog articles. Making sure to mix up anchor text is essential. The number of incoming links are going to be what helps your site overall, more than worrying about the precise anchor text. Keeping it real, by tossing out specific product mentions or logical site mentions is important.
Think about the handful of truly natural (unpaid) fantastic high PR links you have obtained, just from being a wonderful site or your business connections. Maybe you spoke at a high profile convention and the site gave you a link. Maybe you are a supplier of a national brand and you are listed on their site. What words are linked? Surely not “cheap socks” is typed in on the agenda of the seminar. Your company name is the link. And you KNOW you are getting authority from that PR7 link, regardless of the anchor text. They are all incoming links, all are still valuable in the big picture, and natural links will keep you safe and offer long term rewards.