The importance of anchor text with respect to a linking strategy cannot be overstated. Back-links are a huge part of the search engine algorithm. When initiating a linking campaign, it is vital that external sites link using the appropriate keywords and terms in the anchor text.
Almost always, linking candidates will use the company name as anchor text. This does not provide any type of description of the target companyâ€™s products or services. Sure, it may be great for branding purposes, but it isnâ€™t usually needed. In most cases, companies already rank very high (if not first) for searches that incorporate their brand.
Here is an example using fictional company â€œAcme Plumbing Suppliesâ€:
Most people will link simply using the terms â€œAcmeâ€. This is alright, but it does not describe the companyâ€™s products or services, nor provide any context. By adding the word â€œplumbingâ€ or term â€œplumbing suppliesâ€ (i.e. â€œAcme Plumbingâ€ or â€œAcme Plumbing Suppliesâ€), you may be able to drive additional traffic that may not have otherwise attained the corporate site.