Keywords phrases in linking text
Often simple things really matter. And the use of keywords in linking text
is one of those simple things that turn out to be hugely important. Linking
text, sometimes called anchor text, is the clickable text that takes people
to another page or resource. You need to choose that text carefully.
If I was refer people to this article I could use the linking text, Latest
article: the text is meaningful, clear and wouldn't need to change every
time I published a new article.
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However, I'd be missing out on some
important opportunities. Using the actual title of the article, Keyword
phrases in linking text, is a much better option.
The importance of keyword-rich link text
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It's important to place keyword phrases into linking text for two reasons:
Keyword rich text is more attractive to humans. A casual reader may see
Latest article and say so what? By using the title Keyword phrases in
linking text I've told the visitor what the article is about and offered
two hooks that they might be interested in - keyword phrases and linking
text. As a result the click through rate will be higher.
The text that links to a particular page gives Google and other search
engines clues as to what the page is about. Latest article provides little
information while the actual title of the newsletter contains at least two
important keyword phrases.
In highly competitive situations the extra points that Google gives can
mean the difference from appearing on the first page of results and
appearing nowhere.
To embark on an effective link building campaign you must be aware of your
important keyword phrases and incorporate them into your titles and linking
text. You also need to influence the words external webmasters use to link
to you.
Title text
Including keywords in title text is attractive to human visitors as well as
being a fundamental search engine marketing tactic. Your title also has the
opportunity to influence the words that an external webmaster may use when
linking to your site. Title text is the tooltip that appears when you mouse
over a link - try it with this example: Link.
If your title is meaningful and useful, another webmaster is likely copy it,
or at least edit it rather than go to the trouble of creating their own
linking text.
Linking text
There are two types of linking text to consider - internal and external. As
far as Google is concerned, internal and external linking text are both
important.
The internal linking text that you use is completely within your control so
you have opportunities to use keyword rich linking text. Yet many people
overlook this and use lazy phrases such as home, click here and read
more. Avoid these phrases and use keyword rich linking text instead.
Introducing variety into linking text is also a good tactic. Good writing in
English uses a variety of different ways to say the same thing and keep the
reader interested. Likewise in linking text, use variety. This keeps readers
interested and also provides additional information for search engines.
External linking text
This is the linking text that sits on external sites and links to your
website. You may think that you're at the mercy of other webmasters in how
they link to your site, but there are many situations where you can control
the external text that links to you:
Reciprocal links where you can ask for specific linking text to be used
Directory listings where you have editorial control and can specify the
exact linking text that points to your site
Listing on subsidiary and partner sites
In bylines to articles that you publish where you may be allowed to specify
not only the linking text but the text that surrounds the link
Links that you buy will always allow you to specify linking text and will
nearly always allow you extra descriptive text
After that you do depend on how individual webmasters decide to link to your
site. The best way to influence this is to write good titles and linking
text in the first place. Then all the webmaster has to do is to cut and
paste.
Even if the webmaster decides to write his own text, what you have written
will influence how he does that and at least some of your keyword phrases
are likely to be included.
Finding Keyword Phrases
To help determine your most effective keyword phrases, you can use the
excellent Wordtracker service. Initially, this may seem like a lot of work
but the benefits can be tremendous. If you plan methodically and practice,
using keyword phrases in your linking text will become second nature - and a
highly effective way of engaging your website visitors and boosting your
search engine results.
This article was written by Ken McGaffin. Ken is author of The Linking
Matters Report and provides training and consultancy in link building and
online marketing.
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