TheA�importance of anchor textA�with respect to a linking strategy cannot be overstated. Back-links are a huge part of the search engine algorithm. When initiating a linking campaign, it is vital that external sites link using the appropriate keywords and terms in the anchor text.
Almost always, linking candidates will use the company name as anchor text. This does not provide any type of description of the target companya��s products or services. Sure, it may be great for branding purposes, but it isna��t usually needed. In most cases, companies already rank very high (if not first) for searches that incorporate their brand.
Here is an example using fictional company a�?Acme Plumbing Suppliesa�?:
Most people will link simply using the terms a�?Acmea�?. This is alright, but it does not describe the companya��s products or services, nor provide any context. By adding the word a�?plumbinga�? or term a�?plumbing suppliesa�? (i.e. a�?Acme Plumbinga�? or a�?Acme Plumbing Suppliesa�?), you may be able to drive additional traffic that may not have otherwise attained the corporate site.