When you are managing your link profile and gaining new links, the temptation is always to try to do one of two things: –
- Push the anchor text to increase the signals towards a page you want to rank better
- Water down some of the legacy anchor text to make it look more natural
It is important to get this balancing act right though as it can be really easy to introduce some obvious manual intent into the profile and therefore not get the results you want.
Anchor text is a very easy way to help Google understand that a particular page is about the topic the anchor text uses and there is huge power in doing so in most cases. The issue comes if you use the same anchor too often it starts to look less natural and what we really want to do is make our links look as natural as we can.
Some people address this by using ‘noise words’ instead of commercial terms as their anchor text. Typically this tends to be words like ‘click here’ or ‘this’ or just ‘here’. Over use of these though also looks unnatural.
As you are choosing what anchor text to use try to mix up the commercial anchor slightly, keeping it on theme and contributing to the ‘journey of surfer intent’.
You should also vary up the noise as much as you can, if you’re stuck for what to choose then take a look at the anchor text used by those sites ranking around you. Typically you’ll see more commercial anchor at the pages that rank but you’ll also see a lot of variety… the internet is not a structured place.
If you don’t have access to a tool to look at link data in volume (Majestic or Ahrefs) then this tool can do it quickly and for free: –