When you first started SEO, you probably have heard the terms “keywords” and “link building” multiple times. Over the years, these two terminologies remain as pillars of search engine optimization. However, that is not just how these two are related.

From the very beginning, keywords have been powerful tools in boosting ranking and traffic. In fact, it remains at the center of many SEO campaigns, both on-page, and off-page. Aside from the content of your website, well-researched keywords are also used to link to and from other websites. Read on to learn more about the relationship of link building and keywords.

Link Building 101: Anchor Text

Keywords are not just those carefully chosen words you put in strategic parts of your blog or website content. They can also be found on pages backlinking to your website. In this form, your keywords are called “anchor text.”

Generally, anchor texts are the words or phrases that represent URLs that are hyperlink into a website. They are the visible texts that can be clicked whenever you want to read related content about what is being talked about in an article. It can be used internally as well as externally through backlinking.

Types of Anchor Text and Their Ideal Use

There are several types of anchor text you can use for your SEO campaign. However, an effective link building strategy entails the careful determination of which type to use at a given time. Experts recommend experimenting on what works for you and your website best. You can also take the following example as your guide in putting your page at a desirable position in the SERPs.

  • Branded anchor – Brand names of products and/or companies comprise 60 percent of your backlinks.
  • Generic anchor – The ideal use of generic anchor texts (e.g. “Click here”) should be at around 20 percent.
  • Naked anchor – Ten percent of your backlinks should have naked anchor texts that show the URL of the page.
  • Brand and keyword – Brand and keyword combination anchor texts can be used in 5 percent of your backlinks.
  • LSI anchor – Latent semantic indexing anchors is ideally used 2 percent of the time.
  • Partial match – Partial match, or those that have at least one word on your SEO key phrase, should appear at 2 percent of your backlinks.
  • Long-tail keyword anchor – The smallest percentile (1%) of your anchor text should be dedicated to long-tail keywords.

Anchor Text Manipulation

The benefits anchor texts lent to an SEO campaign is boundless. Because search engines now rank backlinks based on relevance, it is imperative that you know how to maximize the following anchor text manipulation schemes:

  1. Targeted Anchor

Targeted anchor texts are those that make use of specific keywords you are trying to rank on. This means you must do some careful keyword research to find the high probability of better ranking and traffic for your site.

  1. Anchor Text Distribution

Anchor text distribution varies from one page to another. You may follow the formula mentioned earlier or experiment on what suits your website.

  1. One-Way Anchor Backlinks

Anchor text backlinks can be considered one-way if the website backlinking to another doesn’t get a backlink in return. Experts in SEO believe that this type of anchor text manipulation can help your website gain favor with Google’s PageRank and, therefore, will help put your page in a good position in the SERPs.

  1. Backlink Anchor

A backlink is any link your website gets from other pages. Whenever possible, make sure that anchor texts used to represent a backlink to your page is relevant to the actual content to help search engines rank it better.