Anchor Text Diversity & Link Distribution

March 11, 2019 Dennis 0 Comments

It’s rather surprising how many people refuse to diversify their anchor texts.

Well maybe not that surprising as links with your keywords in them are still very effective.

If it weren’t for the fact that Google can penalize you for that!

Another under-estimated thing is link distribution, in the past everyone wanted to build most links to just one page, nowadays it’s better to diversify that as well.

So let’s look at a quick example

For this example we we use a fourteen page website.

Instead of pointing all links at the homepage we are going to distribute it naturally while still building the majority of links to the homepage:

  • Homepage – 30 links
  • Landing page #1 – 25 links
  • Landing page #2 – 20 links
  • Landing page #3 – 15 links
  • Inner post #1 – 12 links
  • Inner post #2 – 10 links
  • Inner post #3 – 8 links
  • Inner post #4 – 7 links
  • Inner post #5 – 6 links
  • Inner post #6 – 5 links
  • Inner post #7 – 4 links
  • Inner post #8 – 3 links
  • Inner post #9 – 2 links
  • Inner post #10 – 1 link

As you can see the most important pages receive the most links and we work it down gradually.

This way you simulate a natural distribution of your backlinks.

The more links a post has the more careful you have to be with your anchors.

Diversifying your homepage / categories

We assume that your homepage and categories feature read more snippets, if you use static pages with posts that you want to rank this obviously doesn’t apply.

That having been said, this is the most natural way to diversify your anchors for those pages:

  • SerpTrust
  • Serp Trust
  • visit SerpTrust
  • go to
  • read more about SerpTrust
  • SerpTrust – Your Outreach Expert
  • click here
  • more information

As you can see we use a wide mix of brand anchors, the title of the site and some diverse anchors, we don’t use any keywords at all, unless you use an exact match domain or have keywords in your domain name of course.

Diversifying landing pages / posts

In case of a landing page or a regular blog post we do things a bit different, let’s use my homepage for that.

In this case we use four types of anchor texts:

Brand anchors – 60%

  • SerpTrust
  • Serp Trust

Generic anchors – 20%

  • click here for more
  • read more information
  • visit their site
  • take a look
  • check it out

LSI anchors – 15%

  • link building strategies
  • on-page SEO factors
  • anchor text optimization
  • internal & external links
  • editorial backlinks

Keyword anchors – 5%

  • buy guest posts
  • guest post service
  • custom outreach
  • guest post outreach service
  • niche relevant guest posts

Note: The above ratios are purely meant to visualize it, there are no strict rules!

Obviously it would be wise to use more different type of anchors as well like your own name when you comment on a blog or  combination of generic and brand like: ‘visit’.

As said, nothing is written in stone!

See what I’m doing here?

In terms of exact match we use each only one percent of the time.

We also use related keywords that aren’t synonyms, so called LSI anchors 15% of the time.

This is what Google wants!

They literally tell us to use descriptive anchors.

Well what’s more descriptive then the URL, keyword, LSI anchors or the post title itself?

People know exactly what the page is about when using such anchor texts!

All that makes up for about 30% of our anchors without triggering any penalties.

Different types of backlinks

Contextual links are the best links you can get, as most non-contextual links are no-followed.

When deciding on the anchor text you want to look at the type of link so I made a quick overview:

Non-contextual links:

  • citations (URL /brand)
  • resource pages (URL / brand)
  • comments (name anchors)
  • bookmarks (post title anchors)

Contextual links (KW’s / LSI / Brand):

  • guest posts
  • link insertions
  • private blog posts

Do make sure you insert your link in a natural way so that it doesn’t break your sentence.

Doesn’t it look much more natural when you write:

I hired a plumber in San Diego‘ instead of ‘I hired a plumber San Diego, CA‘?

Anchor text / link building example

Personally I’m a great fan of going full blast on private blog network links and guest posts though others prefer to mix it up a little bit more.

Because of that I also use brand / URL anchors in my private links, simply to be safe.

However, you can save some money by using public links as well:

60% brand anchors

  • citations (homepage)
  • resource pages (dofollow)
  • link insertions (dofollow)
  • guest posts (dofollow)
  • press releases (nofollow)

20% generic anchors

  • private blog links (dofollow)
  • public contextual links (mix)

15% LSI anchors

  • guest posts (dofollow)
  • link insertions (dofollow)

5% keyword anchors

  • guest books (dofollow)

Certain links to certain pages

This largely depends on the type of website you have or are trying to rank.

For a local business it makes sense that a citation or resource page links to your homepage.

However, if you run a blog or an authority site you cover a range of topics so a resource page or a press release would link to the most relevant part of your site instead.

Summing it up

No matter what you do, don’t repeat the same exact keywords.

Always blend them in with other words, and don’t forget to mix things up.

If you have any questions you can reach us

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