what anchor text should you use for
links to your website that's what we're
gonna talk about today I'm Doug
Pennington the founder of niche site
project and if you're new to the channel
have a look around if you like what you
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depending on where you learned about
anchor text you may think that you
should never use exact match anchor text
or that you should only use like branded
there's tons of information out there in
the past Google really relied a lot on
the anchor text for the links to help
understand what a website what a URL
should rank for and at some point
marketers like ourselves
SEO s they started using exact match
anchor text really heavily and at some
point Google came back saw the abuse was
happening and then adjusted the
algorithm what anchor text should use
that's what we're gonna eventually get
to but let's take a look at age rafts
case study where they looked at a lot of
very detailed data about anchor text and
they actually you know utilize their
database and all their information and
did an analysis so let's have a look
over there a data-driven guide to anchor
text and its impact on SEO this is the H
refs blog post on anchor text I
encourage you to check it out and it's
by David McSweeney very thorough it is
from about two years ago however I
believe most of the assumptions hold
true and before we go on I'll just like
show this part what is anchor text
anchor text is the visible clickable
words as shown here that link one web
page to another they can be internal
they can be external and for example in
this sentence the blue words are the
anchor text all right so that's kind of
what we're looking at we're gonna jump
down to the case study so one thing H
refs has is tons of data so they looked
and they checked to see the influence of
exact match anchor text and I'm just
gonna scroll down to the conclusion part
so the inference is the data would
suggest that exact match anchor text
still has some influence on top
in competitive niches the average is
high but is mentioned the data is skewed
somewhat by certain niches so they would
air towards median results and suggest a
percentage of 1 to 2% ie a low number 2
or 3 would be safe for exact match
anchor text and potentially help with
rankings on a page level alright so that
is inference number one for this
specific exact match as far as phrase
matches it's a little bit different so
let's get down to the inferences there
the data would suggest that the anchor
text containing a target phrase
continues to influence rankings the
average and medium figures are closer
than exact match and it would appear
around 30% of the anchors containing a
target phrase would be desirable and
safe and it looks like it's an even
split between do follow and no follow
correlating with the rankings all right
so that's with 51 keywords that they
looked at then for case study 2 they
looked at 16,000 different keywords over
320 pages total so lots of data here
they looked at a few different
correlations and the inference I'm just
skipping to the good part so go and read
this whole thing for yourself
it appears that higher ranking pages
tend to have a larger percentage of
exact match anchor text in their
backlink profile surprisingly the
correlation of partial matches and
anchor text links wasn't too prominent
but the percentage of links from the
total backlink profile of the page what
if we look at the raw number of
referring domains with both exact and
partial match and that's where a little
bit more information came came away so
the takeaway here is anchor text links
from variety of different domains
correlate with higher rankings that's
why I usually just look at referring
domains not the total number of links or
even you know the specific anchor text
all right experiment number two and then
we'll get back to the regularly
scheduled program we're looking at the
inferences here so in cases where pages
had an equally strong backlink profile
it was the number the percentage of the
partial match anchor text that mattered
the most while the percentage
the exact match anchor link stayed more
or less consistent across the top five
results
so does anchor text text influence
rankings yeah it does basically it does
but you don't want to overdo it in the
caveats that they mention here are this
is just a correlation it doesn't
necessarily point to causes they
emphasize age rough emphasizes that 200
ranking factors are out there but the
point is if you have some you know
partial matches and maybe a few exact
matches for your anchor text out there
it's a good thing let's get back to the
other part of the video obviously anchor
text is important and there's a high
correlation between having keywords in
your anchor text and actually ranking
now let's talk about links to your site
very specifically now if you remember
the other video about where you should
have your links whether your links
should go to your homepage or your inner
pages let's think about that if you
haven't seen that video have a look at
the link in the description or I'll put
a link to the card but some links should
go to your homepage some we should go
other places so for the links going to
your homepage most of the links should
be like branded whatever your brand is
or the name of the website so for me
niche site project most of the links
should be niche site project other links
can have an anchor text of like the URL
right so I don't do as many URLs where
it would be like niche site project comm
or HTTP and the full address of the site
you could do those but most of the times
I want brand now for me since I'm my
brand is closely tied to me and my name
a lot of times anchor text to niche site
project may have my name in it so Doug
Huntington is the anchor text and it
links to my home page it's like project
comm so those links go into your home
page brandable or naked URLs those are
pretty good and maybe a small percentage
of them as like generic so click here
something like that
most of the time I want branded though
for the other links your links to your
inner pages these are potentially your
informational articles or your affiliate
posts what anchor texts do you use there
I really like to have the title right
the title of the post that is a very
natural and common way that people link
to other posts online hey check out this
article by Doug it's all about starting
an Amazon affiliate site and maybe
that's the starting Amazon affiliate
site so using the title oftentimes that
is not only natural but it has keywords
in there so that's a good thing what
should be other anchor text beef well I
basically try not to overthink it
I try not to have like specific patterns
I think if you are aiming for a
percentage every single time then you
are putting yourself at risk because you
have a pattern and if you're trying to
implement a specific ratio for every
single one of your pages if you pick the
wrong ratio then everything's affected
and it sort of looks like you're trying
to outsmart Google the algorithm you
don't want to do that right because
you're probably gonna be able to
outsmart them so for me I just have
natural anchor texts and what does that
mean so I try to have long phrases that
are keyword rich so keywords will be in
the phrase maybe even the exact match
maybe in the phrase but it's surrounded
by other words and anchor text so if I'm
trying to rank for Amazon affiliate
website I may have anchor text link that
says here's how you could create an
Amazon affiliate website something like
that so it's a long phrase but we do
have the keywords in there another
partial match that maybe doesn't have as
many exact matches would be here's how
you can create an Amazon affiliate site
so maybe just Amazon affiliate isn't
there and then unused site instead of
website so there's a lot of different
ways you can do it again my whole
purpose is to make this look natural and
random and like another blogger you know
you know
to guest post on another site I want to
make sure that being diverse and how
blinking and just trying to not have
patterns so a lot of times if you look
at a very diverse backlink profile say
for like Neil Patel calm most of the
anchor text is going to be just other
right so we can have a quick look at
that most of the anchor text is just
other because there's so many different
links going to the site the main idea to
remember is trying to have like a
pattern right just be natural so if you
overthink it and you try and have a
specific anchor text ratio for each one
of your pages and then your site overall
it's probably going to look suspicious
and it'll I mean you'll probably make
decisions that are short-sighted versus
if you could just get a link and be
natural use the post title use long
phrases use partial match keywords so
it's as natural or LSI keywords those
sort of things are good and it's sort of
like forces you to not have a pattern
and you don't want to have a pattern
show up you don't want to leave a
footprint that you're like you know
building links or you know even
publishing guest posts with a specific
like pattern in place don't do that
so natural is good thanks for checking
out the video and if you're interested
in more frequently asked questions
please leave a comment let me know that
you like that kind of stuff and I'll
also place a link to my site niche side
project comm where I have tons of
frequently asked questions in the
written format so if you want to read
you check that out I'll put a link below
and a link in the card Thanks
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