When you are considering how to use anchor text in the most efficient manner possible, you will need to consider both on-page text optimization as well as off-page text optimization. On page optimization refers to how your web pages are linked with one another, using anchor text to do so. Simply put, on-page optimization refers to those things you are able to control on your website which should be almost everything! Off-page optimization encompasses how the external sites use keywords to link to your site, and refers to things that other people do or say about you and your website. Off-page SEO tends to be much more difficult because it entails convincing other to do something, or to take action of some sort which will help your website rank higher. If you are writing blogs, your anchor text optimization will be a continuous process, while for a relatively static website it will be a one-time thing.
On-Page Optimization
Your goal with on-page optimization will be to maximize your site’s performance in the search engines for target keywords which are related to on-page content. When linking with anchor text you must include your top chosen keywords, along with title and description meta tags and it’s a good idea to always start with keyword selection, research and testing of your keywords. You will also consider keyword density, internal linking strategies, content, site maps, and accessibility, however you probably won’t see any real, solid results from this type of optimization for 6-12 months. It’s important when working with on-page anchor text optimization that you avoid duplicate content, off-site images and duplicate title tags as well as any type of hidden text, hidden links or keyword repetition which Google considers “spammy”.
Off-Page Optimization
Off-page optimization works to maximize your website’s performance in the search engines, but is done outside your website pages. Just as with on-page optimization, be sure to start with keyword research, testing and selection. It cannot be stressed enough just how important the proper keywords are to your site’s ultimate success. You will use these keywords in anchor text links, and will work on obtaining one-way, inbound links rather than reciprocal links. Relevant keywords will be used near your inbound links, and you will incorporate deep linking which goes from multiple pages to multiple pages.
Assessing Your Off-Page SEO
When you are assessing your off-page optimization, ask yourself how many external links are pointing to your page, and whether those links come from a wide variety of sources. Secondly, do these links come from sources that Google considers trustworthy? Do the external link sources have a variety of links pointing to them, and does the anchor text of the external links pointing to your page contain the search term? All of these questions are critical in successful off-page SEO.
Be Patient and Consult a Professional
Gradual link building technology is the best process, and you should expect to see results in 1-9 months. The most common off-page SEO mistakes include placing random links without keywords, and duplicating keywords in your anchor text links, so avoid these. Never use spam tactics such as link farming, using irrelevant keywords, or using trash links. Some recommend that you always use professionals for off-page SEO, unless you are quite skilled in the process.
Manipulated Anchor Text in Inbound Links
All of the major search engines are now smart enough to identify inbound links or backlinks which contain manipulated anchor text. If the search engine notes unnatural or unrelated repetition of targeted keywords which are originating from hundreds of different—and totally unrelated—sites, they will view this as clear manipulation and your site can be penalized.
Figuring out just what the search engines want can end up feeling like a complicated dance, with lots of back and forth and complicated steps, yet the success of your site may well end up depending on just how well you waltz!
