The SEO community have long obsessed with anchor text for passing “link juice” or “link equity” as they love calling it. They demand basing anchors around the targeted key phrases. They cannot see the error of their ways and they cling desperately to anything that will deliver short term performance for SEO rankings. Is it any wonder Google denied SEO existed for years? Is it any wonder Google will consistently target the SEO community?
SEO consultants claim they’re not gaming the search engines
They claim they understand the importance of not gaming the search engines yet why do they care so much about announcing or “showcasing” their content if it’s so great? Because they don’t know anything about organic search marketing. There is nothing organic in having to build links to individual URLs, but there is a case for managing crawl to different parts of your website – IF you have enough content. As they in the business of selling SEO they vision is skewed towards delivering short term results hence the reason greed soon overrides their ethics when it comes to designing and executing well considered web search campaigns for clients. They forget community building, and all the rest of it. Hmm, but all they’re thinking is how do we slip under the radar?
Why SEO efforts cannot slip and stay under the radar with stop word diluted anchor text
In organic search optimisation, you cannot slip under the radar you stand up and wait to be counted whilst producing more meaningful content. Stop words may employed as tactics to appear less manipulative but have you considered the sites you are getting links from are already on topic so they already compliment your organic search efforts?
Penguin was brought in to combat keyword stuffing (amongst other things) which includes both anchor text and web copy. If Google can detect stop words when users perform searches, could they not detect them when analysing anchor text in links? In any case, the search engines wouldn’t roll Penguin out before testing the quality of the search results beforehand which demonstrates their confidence in relying less on key phrase injected anchor text here’s an info graphic primer courtesy of Google:
So it’s not as if you SEO campaign for your brand clients will fail just because that anchor text box was not ticked (even though it served you so well in the past.
“Nostalgia – ain’t as good as it used to be”
Our writers are journalists which means they adopt a code of ethics, writing primarily for the user and not for the search engines, which is where the search engine algorithms have been heading rewarding focus on the user. Yes the writers are aware of what we’re trying to achieve and they are also aware of the search engines ability to understand the titles, body content and assign those values to link the page is placed within. Thus they link out as if they would when they were writing for Reuters or Bloomberg. The point was made on search engine land here.
Just as we’ve already seen Google announced that they will be targeting infographics (http://www.stonetemple.com/matt-cutts-and-eric-talk-about-what-makes-a-quality-site/) and I have no doubt guest posting will also come under fire later this year due to the use of anchor texts. If you look on news media sites, journalists will very rarely use anchor text optimised for the search engines which makes their sites and outbound links trusted. The guiding principles we apply to link building for sustainability and results are:
Networked – the link graph is justified by the varied relationships built over the internet where each and every editor of the websites linking in has their own unique voice and strong identity only accepting regular guest editorial from trusted writers.
Content -that is well written, trusted and value adding (there is a reason why the author’s opinions are worth reading and thus earns regular invitations to write columns from other site editors) will attract links over time, perpetuating it’s role in the client’s offsite profile/network.
Social – the voice attempts to reach out and build relationships in social media, part of this will reward the content written on the site. Many not in the form of a link but certainly in it’s social validation of the information which is partly what link building is all about.
With those principles in mind, the you’ll never have a problem with the search engines, or risk the client’s performance being subject to the whims of Google’s algorithm updates when carrying out the work and delivering results which being organic by nature are long term. This is the reason why we avoid optimising anchor text (allowing the journalists to write normally) whilst fulfilling our duty to protect your agency reputation and enhancing the end-client’s performance continuity in organic search.