Anchor Text is the text that appears to be highlighted within a hyperlink and can be clicked to open any targeted webpage. It is usually referred to as the physical characters or words that a hyperlink will display on a web page when linking another document or location on the web page.
These words will be the representatives of a website. For instance, if you are writing a blog entry about Payless shoes and how they are better compared to more expensive brands such as Jimmy Choo, you can make “Payless shoes” an anchor text and link Payless’s website to those words.
This way when a reader visits your blog and sees that “Payless shoes” is highlighted, they can click on it and go straight to Payless’s website. When it comes to search engine optimization, search engines will use these kinds of text to help determine what the course subject matter is of that document or webpage.
So in the example above it is most likely that that blog entry will be about shoes or two specific brands of shoes. This would also let search engines know that this document or section of your blog is specifically targeted towards shoes and people with an interest in shoes.
Since search engines have evolved so much over the years, they have become stricter with determining a site’s PageRank. One determining the factor of the site’s PageRank that tends to stand out among the other criteria is link relevancy. Link relevancy is not only determined by the content of the anchor text but also the content of the source page.
It may sound complicated but it is simpler than one may think. Imagine that someone online has a blog dedicated to alarm clocks. As an alarm clock enthusiast, they would most likely be inclined to learn more about this interest.
So one day as they are reading up, they come across an article about the psychological effects of alarm choice. They take the link to this article and blog about it and put in an angry text along with the article so that their blog readers and friends can also read about this.
When writing the blog, they can choose to make the anchor text something as simple as “click here”. However, it would better for their website’s traffic and their page ranking to choose an anchor text that is more relevant to the content of the article.
Keeping this mind, they may decide to include a paragraph about the overview of the psychological effects of the alarm clock and put in an anchor text on “psychological effects of the alarm clock” so that their readers can get more information on the topic.
This option is a lot better for a website because it is not vague and it allows the search engine to see that the article’s content is legitimate and also that there is a lot more traffic to the page thus causing a higher PageRank.
Many experiments done by SEO companies have shown that if there are two links targeting the same URL, then only the anchor text within the first link will be counted by Google. This only proves that the first anchor text that you used is crucial to the development of your web page/website.