Anchor text plays a major role in a link building strategy. Back linking is one aspect that is highly considered when search engines put site ranking algorithms in place.
All linking campaigns should contain external links that use appropriate keywords in the anchor text. A lot of times a business will include the company name in the anchor text. However, this does not provide a description of the company’s offerings.
It is a great tactic for branding purposes, but it is not really an effective method. Typically, a company will rank very high for any type of search that includes their brand. That is why it is not necessary to include it in keyword optimization, such as link building.
Take a company that is named ACME Plumbing Supplies. Some may use “AMCE” when building a link. While this is ok, there is no real value to it because it does not describe the companies service or products. Nor does it have any type of context. When the word “Plumbing” or the phrase “Plumbing Supplies” is added, additional traffic can be targeted.
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