As a small business owner, you most likely understand the importance of having a strong online presence. One of the most important aspects of winning in the online world is creating quality web content, including blog posts that provide value to your audience.
Once you have that sorted out it’s time to optimise it for search engines. This is needed so that it can be easily discovered by potential customers so they don’t have to wander around lost in the digital wilderness looking for an answer to their question.
One way to do this is by using anchor text. Before jumping into the details around anchor text, let’s have a quick refresher on the importance of optimisation because you might be rolling your eyes and saying “really, that word again!?”. Yes, it’s that “o” word again.
The Reality Behind Optimisation
Studies have been done by a lot of great academic organisations and international digital market stakeholders on the impact of optimised content versus non-optimised content. I want to share some examples with you so that you can see the reality of optimisation in percentages and in the financial results of businesses.
- One study was the Moz Local Search Ranking Factors study, which surveyed a group of local SEO experts to determine the most important factors that affected local search rankings. The study found that on-page optimisation factors, including the use of relevant keywords in content and meta tags, were among the most important factors affecting search rankings.
- Another study that looked at the impact of optimised content is the Searchmetrics Ranking Factors study, which analysed the top-ranking websites in Google search results to determine the factors that contribute to their rankings. The study found that high-quality content that is relevant to the search query and includes relevant keywords and topics, is an important factor in search rankings.
- An example of the financial results impacted by optimised content is a case study conducted by HubSpot. In this study, a financial services company called White Mountain Partners used content optimisation tools to improve their blog content and increase their search engine rankings. The result was a 7x increase in blog traffic and a 350% increase in lead generation, leading to a significant increase in revenue for the business.
- Outbrain, a content discovery platform, also conducted a case study on a retail website. After the website’s content was optimised using professional tools and expert strategies, the client saw a 16% increase in click-through rates, leading to a 20% increase in revenue for the business.
Now, I know these figures are exciting but before you rush off and copy and paste these figures as KPIs for your awesome team, it is important to remember that the impact will vary depending on:
- Your industry
- Your competition
- Your specific strategies used.
Your results and strategy will be as unique as you are!
What you can be sure about is that optimisation of your quality, optimised content will always have a positive impact on your visibility in the digital jungle and the financial results of your business.
Ok, now that you have patiently read my explanation about the importance of optimisation, I’ll take you back to the original point: Anchor Text!
What Is Anchor Text?
So, what exactly is anchor text? Simply put, anchor text is the clickable text that you and I put in a hyperlink.
For example, in the following sentence, “click here” is the anchor text:
“For more information, click here.”
Anchor text is important because it helps search engines understand the context of the linked page, which can improve its search engine rankings.
However, it’s important to use anchor text in a way that is natural and not overly promotional. In other words, don’t just use anchor text for the sake of using it – make sure it adds value to the content and is relevant to the linked page. Additionally, overusing the same anchor text can be seen as spammy and can harm your search engine rankings.
How To Use Anchor Text In Your Content
Right, now you are ready to use anchor text in your web content and blogs. But, how can you keep your content and blogs sounding relatable while still inserting anchor text here and there?
The one way that I use it is as a descriptive anchor text that accurately describes the linked page. This not only helps search engines understand the all-important context of the linked page, but it also gives value to your readers by giving them an idea of what they can expect to find when they click on the link. The expectation is important so don’t use “Learn more” if it is going to take a visitor to your online shop – “Learn more” should take a visitor to more information and helpful free tips or advice.
But “Learn more” is still not insufficient. Instead of using that generic anchor text or others like “click here” or “read more,” you could use something like “learn more about our products” or “check out our latest blog post on social media marketing.” These types of descriptive anchor texts give your readers a clear idea of what they can expect to find when they click the link and they also help search engines understand the content of your linked page.
Less Is More
As you and I both know, too much of a good thing is a bad thing. Use your anchor text sparingly and it will appear more natural. Don’t try to cram too many links into your blog post and don’t use the same anchor text multiple times throughout the post.
Instead, focus on using anchor text when it makes sense to do so and use a variety of descriptive anchor texts throughout your post.
The Bigger Picture
So, it’s important to remember that while you should use anchor text, it is not the total solution. Anchor text is an SEO detail that I am drilling down into for you and it is just one small part of the bigger SEO picture.
While it can certainly help improve your search engine rankings, it’s not a silver bullet. Make sure you’re also focusing on other important SEO factors like creating quality content, optimising your website for mobile users and building high-quality backlinks.
Lift Your Anchor
Anchor text can be a valuable tool that I recommend you use to boost your small business’ presence online.
Do your best to use anchor text that is descriptive and is used naturally. This will help your website be chosen by search engines and it will help your readers understand the context of your linked pages.
As I said above, just remember to use it sparingly, avoid generic anchor text and focus on creating quality content that gives value (not tries to sell) to your audience.
Quick note: if you need help with anchor text and content, we can help you. Get in touch today.