Businesses need to focus less on the anchor text of their links and more on how they can get those links on pages with strong relevance to the keywords in which they want to rank.
For example, if your business website’s main keyword is “web design.” There are a variety of different link options on pages that are relevant to the website design industry and you can use your business name as anchor text with the same result.
There are a number of places where businesses can find a home for relevant links.
- Website Directories: Website directories offer specific category relevance. Using the example of a website design company, the business owner would look for categories within the directory that are specific to website design. Companies must make sure that all of the sites listed in that category are related to their specific industry or the link will not be as effective.
- Other People’s Blogs: Guest blog posts are becoming a popular way to gain authority, build brand identity and garner links that will bring traffic back to your website. It should go without saying that companies should only post on blogs that are relevant to their particular industry.
- Social Media Mentions: Major search engines now use updates from social networking sites like Twitter and Facebook in their calculation of what’s popular, so businesses should use them to their advantage. However, use relevant keywords in tweets and Facebook updates, as these can be related to the link in the update.
- Link Requests: When trading links with other webmasters, a great way to get relevant links, ensure that the page that is hosting your business’s link is relevant to your keywords.
Essentially, what a business needs to do is gain links on high authority pages to increase their own authority. When focusing on link location, rather than obsessing over anchor text, the company will increase its website’s authority, build a solid brand reputation, and avoid Google penalties for overuse of keywords.