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Tips to Create a Balanced SEO Link Building Strategy

Relentless use of keyword optimized anchor text no longer works for SEO and link building. Many SEO companies have gotten their clients in trouble because of this.

After Google's major algorithm update in late 2012 (targeting websites with "over-optimized" backlinks [or too keyword rich of anchor text,]) many website have plummeted in the search results

Now more than ever, it's critical to create a balanced link building strategy for your SEO efforts. This more natural approach will ultimately lead to more sustainable keyword rankings. balanced seo link building

But the underlying question is: what exactly makes a balanced SEO link building strategy?

In essence, rather than building links with exact keyword match anchor text, you'll need to take a more creative and natural approach.

Think about what makes a completely organic backlink portfolio. There are many different types of links, such as:

  • blog comment links
  • directory listing links
  • in-copy links from articles and blog posts
  • guest blogger (or "about the author") links at the end of articles/blog posts
  • social profile links
  • footer links
  • blogroll links
  • DoFollow and NoFollow links

5 Different Forms of Anchor Text

In addition to the different types of links, there are also various forms of anchor text.

Below we've grouped the various types of anchor text into five categories (using Click Centric SEO as the example:)

  • Brand Name Links: "If you're looking for trusted ecommerce SEO services from a professional company, learn more about Click Centric SEO by clicking here." Here the anchor text used is the name of the brand or business. You'll want to use brand name links about 30% of the time when building links.
  • Generic Links: "If you're looking for trusted ecommerce SEO services from a professional company, learn more about Click Centric SEO by clicking here." Here the anchor text has no real SEO focus, but it's natural as can be. Focus on using generic links about 10% of the time.
  • Naked Links: "If you're looking for trusted ecommerce SEO services from a professional company, learn more about Click Centric SEO by visiting www.ClickCentricSEO.com." Naked links are simply the URL of the domain or specific page being linked to. Use naked links about 10% of the time.
  • Optimized Links: "If you're looking for trusted ecommerce SEO services from a professional company, learn more about Click Centric SEO by clicking here." Here we're using exact phrase match of the keyword in the anchor text. This is still important for SEO, but only use these links about 25% of the time.
  • Semi-Optimized Links: "If you're looking for trusted ecommerce SEO services from a professional company, learn more about Click Centric SEO by clicking here." Here you can get creative. Use can use longer forms of anchor text that include some keyword targets, or just one word of your full keyword target (such as "SEO" or "ecommerce"). Semi-optimized links should be used about 25% of the time.

Keep mind that the percent distribution I suggest above is only a guideline. Google is continuing to evolve, and one element that's growing in importance is the contextual relevancy of the content that surrounds links (also referred to as "co-occurrence.")

That is, if a in-copy brand name link is surrounded with specific keywords, Google will recognize the surrounding text and find the link relevant to those specific keywords. It's not easy to explain in text, so I suggest checking out this video all about from Rand Fishkin of Moz.

If you do have any questions, or would like me to run a scan of your site's backlink portfolio, hit us up.

 

Tyler Tafelsky PPC EcommerceAbout the Author:
Tyler Tafelsky is the lead SEO analyst at Click Centric SEO. Tyler is well-versed in multiple facets of organic search marketing, particularly link building and content marketing strategy.

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