Nov 5, 2010
Today Nichola Stott posted an excellent article on Link Building and Search Engine Optimization, When Link Loss Ain’t No Bad Thing, on Search Engine Watch.
I’m buying. Along with work by Eric Ward it’s one of the best posts I have read on link building in some time. The article is well-documented (at least I take the author at her word) and well-written.
The author recommends a strategy of developing quality links from legitimate sites rather than a large volume of links from sites that are much less obviously related to the focus of the site you are trying to optimize.
It’s particularly interesting that Stott says “Anchor text [in inbound links] isn’t the signal it once was.” I still think we should always try for good anchor text, but the point of the article is that engineered links are more obvious today than they once were, and that probably includes anchor text in inbound links.
Today Google has much more information at its disposal when it determines what a web page is about, so it doesn’t need to rely on anchor text as much, just as directories like Yahoo! and DMOZ used to have much more significance for search engine optimization. Still, all other things being equal, better anchor text is better SEO.
Here’s Google’s Maile Ohye saying very recently that anchor text in internal links will influence sitelinks.
So clearly Google still looks at anchor text for important clues about a page’s content.