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Anchor text is the hyperlinked words on a web page - the words you click on when you click a link.
Here's an example, reciprocal links, in which "reciprocal links" is the anchor text.
Anchor text usually gives your visitors useful information about the content of the page you're linking to.
Here's why anchor text is so important...
It tells search engines what the page is about. Used wisely, it boosts your rankings in search engines, especially in Google.
If you use "click here" as the words people are going to click on, you're telling people the page is about the subject "click here". If you use "Part 2" as the anchor text, your telling the search engines the page is discussing "part 2".
You wouldn't want to rank highly for "click here" or "Part 2".
Anchor text is so important that it's possible for a page to appear in the top 10 in Google's search results for a phrase which isn't mentioned anywhere on the page.
Some blog publishers have fun using "Google bombing" to get pages ranked highly for humorous phrases. If the phrase is obscure, only a handful of links will win the phrase a No.1 ranking. If it's highly competitive, hundreds or thousands of links might be needed.
[UPDATE: In January, 2007, Google created a new algorithm which reduced the impact of many prank Google bombs, but anchor text is still very important.]
When asking other sites to link to your site, it's a good idea to provide them with the HTML code ready to cut and paste into their page. That way, you choose the anchor text.
However, if your site is all about purple widgets, you don't want only "purple widgets" to be used as the phrase in every link to your site. Over-optimizing like that would create an unnatural pattern.
getting targeted, relavant text links is the key factor in successfull offsite optimization. 75% + of SEO is targeted text link advertisements on a popular, highly ranked web sites. After LinkAdage™ was founded, we quickly discovered that many webmasters never heard of text link ads or were paying outrageous prices to shady text link brokers.. We have changed all that in 2003 by opening the text link marketplace and have helped make text link advertising an important tool in every webmaster's search engine optimization toolbox.
A text link is a text hyperlink that typically links to another online document, such as a webpage, PDF file, video, Excel spreadsheet, etc. Text links can also point to another location on the same page.
The hyperlinks are typically underlined and highlighted in blue for unvisited links and purple for visited links. Internet users travel from one document to another by clicking on the links.
Here are some examples of the underlying HTML code for a text link:
<a href="index.html">homepage</a>
<a href="http://www.google.com">Google</a>
Search engines send out automated software programs called spiders (also known as crawlers or robots) to crawl the World Wide Web indexing retrieve webpages, documents, and other files to be used to create search indexes.
Text links are like the highways that search engine spiders travel along to find online documents. Text links help search engines better understand the topic of a link destination because spiders can index the link text (also known as Anchor Text) contained within text links. They are basically descriptive markers of what the linked document is about. In effect text links are like road signs.
In the Google Webmaster Guidelines guide, under the "Design and content guidelines" section, it suggests and I quote,
"Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link."
You can't get a clearer guideline than that.
So firstly, text links help search engine spiders find, crawl and index all the webpages in your website. After all, if search engines can't find your webpages, they won't show up in the search results.
And second, as I mentioned above, text links help search engines understand the topic of a link destination. Search engines spiders doesn't recognize text contained in images. Although there are ways to help spiders understand the content of image links (as explored in the Image Links guide), text links are the preferred method.
In an earlier post I said that “The best links are not paid, or exchanged after out-of-the-blue emails–the best links are earned and given by choice.” Given the recent discussions of paid links, I wanted to talk about this issue in more depth.
SEO geeks may remember the SearchKing lawsuit regarding link selling that was filed in 2002 and dismissed in 2003. Or they may have read through our quality guidelines, especially the part that says “Don’t participate in link schemes designed to increase your site’s ranking or PageRank.” Those people can probably guess that Google does consider buying text links for PageRank purposes to be outside our quality guidelines.
But for everyone else, let me talk about why we consider it outside our guidelines to get PageRank via buying links. Google (and pretty much every other major search engine) uses hyperlinks to help determine reputation. Links are usually editorial votes given by choice, and link-based analysis has greatly improved the quality of web search. Selling links muddies the quality of link-based reputation and makes it harder for many search engines (not just Google) to return relevant results. When the Berkeley college newspaper has six online gambling links (three casinos, two for poker, and one bingo) on its front page, it’s harder for search engines to know which links can be trusted.
At this point, someone usually asks me: “But can’t you just not count the bad links? On the dailycal.org, I see the words ‘Sponsored Resources’. Can’t search engines detect paid links?” Yes, Google has a variety of algorithmic methods of detecting such links, and they work pretty well. But these links make it harder for Google (and other search engines) to determine how much to trust each link. A lot of effort is expended that could be otherwise be spent on improving core quality (relevance, coverage, freshness, etc.). And you can imagine how the people trying to get link popularity have responded. Someone forwarded me an email from a “text link broker” that included this suggestion:
Most people use words like, SPONSORS, PARTNERS, FEATURED, ADVERTISERS, ADS and other synonymous terms related to advertisers. Our suggestion is to use ‘different’ titles for these ads. Something like RELATED SITES, COOL SITES, RESOURCES, ALTERNATIVE LINKS and so on.
The email later suggests “to use unique locations for ad links like within content.” At the point where people are recommending ways to make paid links less detectable (e.g. by removing any labels or indication that the links are sold), I wouldn’t be surprised if search engines begin to take stronger action against link buying in the near future.
A natural question is: what is Google’s current approach to link buying? Of course our link-weighting algorithms are the first line of defense, but it’s difficult to catch every problem case in adversarial information retrieval, so we also look for problems and leaks in different semi-automatic ways. Reputable sites that sell links won’t have their search engine rankings or PageRank penalized–a search for [daily cal] would still return dailycal.org. However, link-selling sites can lose their ability to give reputation (e.g. PageRank and anchortext).
What if a site wants to buy links purely for visitor click traffic, to build buzz, or to support another site? In that situation, I would use the rel=”nofollow” attribute. The nofollow tag allows a site to add a link that abstains from being an editorial vote. Using nofollow is a safe way to buy links, because it’s a machine-readable way to specify that a link doesn’t have to be counted as a vote by a search engine.
A link is the online equivalent of a "word of mouth" recommendation in the real world. Have you ever recommended a movie or a restaurant to someone you know? Why did you do that? Because the movie or restaurant was great and you wanted to share it with them, right?
Well, people "recommend" websites for the same reason you recommend a movie or restaurant. They do this by linking to the websites they like.
So the secret to getting people to link to your website is to create great content or web tools that other people like to share with their website visitors.
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