Link Anchor Text as a Marketing Tool

Most website owners think of link anchor text as a search engine optimization (SEO) technique only, but using link anchor text will help boost your site in the search engine rankings and it can helpyour website marketing efforts as well.

Most website owners think of link anchor text as a search engine optimization (SEO) technique — if the idea of link anchor text has occured to them at all. The use of keyword phrases on the clickable incoming links to your site is still not a universal practice. Many webmasters have never heard of the concept.

Those website owners who do consider proper use of anchor text rarely look beyond its SEO value. Not only will using the proper link text help boost your site in the search engine rankings, but it can help your website marketing efforts as well.

The very same keywords that are of interest to the search engines will also help to attract visitors to your site. The new site visitor traffic can be converted to paying customers when they arrive at your website. The secret to gaining those added website visitors is through the use of keyword phrases that will make a visitor to another site want to visit your website too.

The fear that using link anchor text which attracts clicks to your site via links from link partners will harm your search engine rankings is an unfounded fear. The two link text benefits are not mutually exclusive. If the anchor text is carefully chosen, it will provide value with the search engines and as a click entry to your site. Powerful link text can be considered a form of free advertising for your online business.

Taking care to place the right anchor text in your inbound links will pay huge dividends, not only in the major search engines, but as an overall marketing tool. You will benefit from search engine marketing through your search engine optimization efforts. You will also gain customers and clients from the link text as advertising in its own right.

{mospagebreak title=Link Anchor Text Advertises Your Website}

Most search engine optimization theorists correctly emphasize the tremendous power that keyword rich link anchor text provides in the search engines. There is little doubt that proper usage of the right keywords will result in high search engine placements. What is often forgotten is that real people visit websites, not just search engine spiders.

Site visitors often click on a site’s outgoing links. You want to be certain, that when it comes time to leave the site, they choose your link for that exit click. Choosing the right link text can make the difference between a visit to your site or the traffic finding your competitors’ online businesses. Compelling link text is the key to attracting visitor traffic from your link partners’ sites.

The wording you choose is your website’s advertisement. Like any other form of advertising or promotion, you need to understand the needs and desires of your target audience. Different sites will bring in widely divergent people, but all of them are potential customers and clients for your online business. If they take the time to look at your link, they have an interest in the products and services, that are offered by your company. Anyone who checks the anchor text, of an outgoing link, is a possibility for current or future business.

The problem is that your competitors offer many of the same products and services as you. If your linking partners offer a complementary product or service to your business, you can be sure they have linking arrangements, with some of your main direct customers as well. Your site is not the only fish in the internet sea.

If you don’t want to lose those website visitors, you had better extend them a warm invitation. You might only have one opportunity to get that mouse clicked in your direction. You had better make that link anchor text count.

{mospagebreak title=Making your Link Text do its Marketing Job}

Every incoming link has some form of link anchor text. The wording ranges from simply your site’s URL, to your company name, to your most important keywords. Most website owners simply place their business name in the anchor text portion of the link. Of course, with many incoming links, your company name may be all that the linking partners will provide. While it’s not the best anchor text, the business name does have a few benefits, as we shall see in a moment.

Whatever you do in the way of link text, avoid having only your URL displayed. Almost no one will click on it. It’s very uninviting, as it provides no compelling reason to click on it. The URL offers absolutely no benefits to any potential visitors to your site. Remember, people look for sites that benefit them, and not you. Everyone is concerned with their own needs and desires. It’s your job to demonstrate to your possible customers some very good reasons to visit your site.

Fortunately very few website owners, except those with almost no ability to use HTML, will leave the URL as the link text. It can still happen with experienced webmasters though, as an oversight, so watch out for it. A friendly e-mail will often remedy the situation, and the appropriate changes will usually be made to your link.

To ensure the proper link anchor text is used from a marketing standpoint you need to display benefits to the buyer. Everyone cares about how a product or service will provide personal benefit to them. They don’t care about you or your business. Forget about describing yourself and your business. Focus on the needs and desires of the potential customer or client.

Prospects have no interest in how many years a company has been in operation or how many awards the management team has won. If those items are mentioned at all, they should only be in the context of how they assure quality products or service to the customer. Customers care about themselves. Well-worded marketing anchor text will reflect those concerns.

{mospagebreak title=Choosing the Proper Link Text Wording}

It’s important for webmasters to consider the SEO implications of their anchor text wording choice. On a site that is themed to the same or complementary one to yours, the job is easier. By visiting similar websites to yours, the prospects are already showing interest in the product or service. It’s your job to convince them to select your company site to visit. Using link text as a marketing tool provides safety against possible search engine filters. If all of a website’s anchor text is identical, there is the risk of triggering a filter.

By varying the keywords to include some marketing oriented phrases, several goals are achieved. Search filters are avoided by the link text variation. The site can be ranked for more keyword searches than before. Prospects can be attracted to the website by means of the better marketing wording.

Good marketing anchor text will reflect not only the product or service on offer but the benefits resulting from clicking on the link. No prospects will click on a generic looking link, if they are in the market for a specific item or service.

Most of the link text on most typical link pages will be much the same. To attract visitor traffic, the wording must make the anchor text stand out from a probably already crowded links page. Place some keywords and important benefits in the link text, and the number of clicks should skyrocket.

The easiest way to gain the desired linking power is to simply provide a copy and paste link code right on your website. That code can be changed from time to time to reflect different circumstances. With link exchange partners, you can supply the desired anchor text as well.

{mospagebreak title=Links and Search Engine Marketing}

The best known usage of link anchor text is for search engine marketing. The goal of the link text is to provide keyword relevance along with the link popularity. Should the link text match the on page keyword content, that inbound link and the receiving page receive extra credit, from the search engine algorithms.

By ranking higher in the search engine results pages (SERPs), your website will obviously receive more visitor traffic. It is generally agreed that the first positions on the first results page receive the lion’s share of the clicks. That click value drops as the search results appear lower on the page. Fewer people visit the second page of the SERPs. The third page receives what many people consider the last prominent number of clicks.

Without a doubt, the higher your site is ranked, the better it is for your online business. As a result, your link text must maintain your search results rankings. Careful consideration of the wording is essential. Some incoming links will be better served as search engine ranking tools, while other links should be considered for their marketing and traffic generating value. Some links will achieve both results.

As off page content, the search engine algorithms place importance on keyword rich anchor text. The key is to create anchor text that includes the web page’s most important keywords yet also sells the benefits of the online business. By carefully selecting the text wording, both options can be combined into powerful result traffic results.


The techniques for achieving higher search engine rankings are well known to many website owners. Less well known is the concept of employing inbound links as advertising and marketing vehicles.

Thought should be given to the goals of each incoming link to a website. Their value for search engine placement and for traffic building is too great to ignore. Look carefully at the text wording of all incoming links with an eye to possible changes and improvements.

Paying attention to link anchor text will not only pay off with higher search engine traffic but with larger visitor totals arriving from other linked sites.

All that’s required is some link text that sells the benefits of your online business.

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