The importance of anchor text in a linking strategy cannot be overemphasized. Backlinks play a vital role in search engine algorithms. When launching a linking campaign, it’s important to link to external websites using the relevant keywords and terms in the anchor text.
Linking candidates almost always use the company name as anchor text. This isn’t a description of the target company’s products or services. Sure, it may be helpful for branding purposes, but it’s usually not necessary. In most cases, companies already rank very high (if not first) for searches that include their brand.
Here is an example using the fictional company “Acme Plumbing Supplies”:
Most users simply link to the term „Acme.“ While this is fine, it doesn’t describe the company’s products or services, and it doesn’t provide any context. By adding the term „plumbing“ or „plumbing supplies“ (e.g., „Acme plumbing“ or „Acme plumbing supplies“), you may be able to generate additional traffic that might not otherwise have reached the company website.