Link Building: The Anchor Text - Page From Which the Link Comes and Theme of the Page
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If you’re in the mortgage business and get links from flower websites, those links will not count. You must get links from relevant, financially focused sites. Links from insurance sites, on the other hand, are still valuable, since insurance is topically related to financial markets, and the phrases “insurance” and “mortgage” often occur on the same page throughout the Internet.
It’s pretty straightforward. Just think of how much the site is related to your industry. If it’s close, than the link will be of value.
Search engines also look at the text surrounding the link. If, for example, you get a link in the middle of an article which has a lot of related content, then this link is more valuable than the exact same link from a page that doesn’t have this content. There’s actually a little industry created around this, where you pay bloggers to write theme-related articles and include links to your website in the middle of the content.
Again, you have to be careful with this. If you go out on forums, give out your address and say that you want to buy links from blogs, you can be sure that Google will find out. The key here is to keep a low profile and make sure that you DO NOT mention “buy links,” “sponsor” or similar keywords and your website address in one place.
Use Anchor Text To Get Long Tail Phrases
As you get links, do not forget long tail phrases. Long tail phrases not only convert better, but are easier to rank for. If you optimize for “home mortgage,” for instance, be sure to throw in longer phrases like “home mortgage loan lender” and “home mortgage loan company.” This way you can rank earlier in the search results, make some sales and vary your link profile without affecting your progress in getting a top ranking.
Follow the variety rule and don’t get 20 “home mortgage loan lender” links. The more natural you appear, the better.
Getting Links From Directories
When including your site in a directory, the goal is to get the best listing you can in the most relevant sections. Here are some tips to follow:
Submit to the correct category.
Check other websites in the same category. See if they have keyword stuffed descriptions. If so, then you can assume it’s safe to get aggressive with your description. If the descriptions are mild, then make your description look natural, because you may get penalized by the editors.
If you’re submitting to high quality directories, make sure to mention why your site deserves to be in the directory. How are you different from 1000 similar sites? Why would visitors find your site special?
Link Trading 
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