In the first part of the article, we talked about PR techniques that help companies in their promotion. Let's continue.
How to use links in a text
A qualitative anchor is not a panacea for increasing sales, but it does possess a certain power. Read in our article about what types of anchors exist, how to insert them properly into the text and how to make them work for the benefit of your company.
It happens sometimes that the editors of a site will return text to our clients for revision. The comments say that the publication only allows anchor (or non-anchor) links. Most likely, the text only contains URL links, and often this is not enough for sites.
A site requires anchor/non-anchor links: what's going on
First, let’s figure out what an anchor is, what types of anchors exist and who needs them.
Any link consists of an URL, such as http://kupibitcoinpojaluista.net, and text - for example, “buy bitcoin cheap”. Accordingly, the anchor is the text of the link. It is usually a search term that one would use to search for the company on the Internet.
In the page code, this will be written as follows:
The bold text is the anchor. The user clicks on this text and goes to another page.
According to the number of words, anchor links are divided into single-word and multiword. They are also called "undiluted" and "diluted".
In non-anchor links, instead of an anchor, words are used such as "here", "there", "look", "site" or simply a site URL (site.ru, http://site.ru/, etc.).
Sites can use both types of links to make the text more natural. Search engines value non-anchor links less than anchor ones. Therefore, sites often ask you to use exact anchor links in the text.
For sellers: commercial anchors
Commercial anchors, like regular anchors, promote visits to the site. How to distinguish a commercial anchor:
- It contains the words "buy", "sale", "price".
- In the text surrounding the link there are also words like "sale", "price", "cheap", "profitable".
- Commercial anchors are often written in an unnatural manner. People don’t talk and write like that. But search queries are formulated exactly like this: "buy iPhone cheap" or "crankshaft price".
How to write an anchor to avoid it being seen as spam
Sites ask you to make corrections not only when there is a lack of anchors, but also when they are incorrectly written. This is done because of the fear of being penalized by Google or Yandex.
Everything should be used in moderation. If one uses too many anchors with the same words in the text, search engines will interpret it as spam. To avoid this, you can diversify the anchor: "rose bouquet" can be transformed into "beautiful bouquet of roses", "bouquet of roses in Moscow", "bouquet of white roses," etc. But it is better not to abuse this.
A quality anchor should naturally fit into the text and correspond to the subject matter of the site. Violating this rule is not considered a serious mistake, but you also won’t get any benefits from such a link. If a user visits the site to watch a movie, it is unlikely that they will also happen to need information about an upcoming ICO.
An anchor that is spelled wrong will have a negative effect on the whole SEO campaign. People don’t trust illiterate advertising. In addition to grammar and spelling, one needs to also watch out for syntax. An incoherent set of words such as "spare parts Volvo Minsk cheap" will be interpreted by a search engine as spam.
The main criteria for successful SEO text:
- Do not use many identical anchors.
- Readable text and anchors.
- Literate and natural anchors.
Diversity of anchors and link sources
If you can get a lot of external links, not only from specific sites but also from the main pages of sites (for example, from a news feed), containing the search query you need as part of the anchor, your search engine position will increase.
Anchors that are organically inserted into the text are useful to everyone. Sites have increased relevance and move closer to the top position in search results, and the user is happy to read text that is not overloaded with links, and which has natural and useful anchors.