Link Text

Evolution of Link Text in SEO

In the early days of the internet, backlinks—links from one site to another—were primarily used as genuine endorsements, meant to guide visitors to additional information or related resources. The emphasis was on creating a seamless user experience rather than influencing search engine rankings. At that time, the significance of link text was minimal; what mattered most was the actual link and the content it connected to.

However, as search engines like Google evolved and began to dominate the search landscape in the early 2000s, the focus of SEO shifted. Webmasters and SEO professionals discovered that optimising the link text with specific keywords could improve a site’s ranking in search engine results pages (SERPs). This practice, known as “hard linking,” became widespread. Hard linking involved using exact match keywords as the link text to manipulate search engine algorithms, often leading to unnatural link profiles and poor user experiences.

The Rise of Keyword Links and Manipulative Practices

As SEO tactics became more sophisticated, so did the manipulation of link text. For instance, during the blog comment spam era, SEO practitioners would leave comments on blogs with link text such as “Bad Credit” instead of using a real name. This tactic exploited the content management systems (CMS) of blogs, which automatically linked the commenter’s name to a website. By using exact match keywords as their link text, these SEO practitioners aimed to improve their site’s ranking for those specific terms. This approach, while initially effective, soon led to widespread abuse and a cluttered web filled with irrelevant or low-quality links.

The Penguin Update and the Shift Towards Natural Link Profiles

Google responded to these manipulative practices with algorithm updates, most notably the Penguin update in 2012. The Penguin update specifically targeted sites that engaged in manipulative link-building practices, including over-optimised anchor texts. The update marked a significant shift in SEO practices, as Google began penalising sites with unnatural link profiles, which were characterised by an overabundance of exact match keyword links.

In response, the SEO community shifted its focus from hard linking to creating a “natural link profile.” This approach emphasises the use of varied, contextually relevant link texts that enhance user experience rather than manipulate search rankings. For instance, instead of repeatedly using “buy shoes online” as anchor text, a more natural approach might include variations like “check out our selection of shoes,” “find great deals on footwear,” or simply “here.”

Curious Case: The "Here" Link Text Phenomenon

A notable example of the influence of link text on search engine rankings is the case of the word “here.” If you search for “here” on Google, the top result is often Adobe Reader’s download page. This is because countless websites link to Adobe Reader using the link text “here,” as in “Download Adobe Reader here.” This example highlights how even seemingly insignificant, generic link text can impact search rankings when used consistently across the web.

Best Practices for Choosing Link Text

When it comes to choosing the right link text for SEO purposes, the post-Penguin landscape requires a more thoughtful approach:

Focus on User Experience: The primary goal of link text should be to inform users about what they can expect when they click the link. It should be relevant, descriptive, and helpful, guiding the user to the appropriate content.

Avoid Over-Optimisation: While it’s tempting to use exact match keywords in your link text, doing so excessively can trigger search engine penalties. Instead, aim for a balance between keyword relevance and natural language.

Use Variations and Synonyms: To maintain a natural link profile, vary your link text. Use synonyms or related phrases to avoid repetition and over-optimisation. For example, instead of always using “buy shoes,” consider variations like “purchase footwear” or “shop for shoes.”

Contextual Relevance: Ensure that the link text fits naturally within the surrounding content. This not only improves readability but also signals to search engines that the link is contextually relevant, which can positively impact rankings.

Internal Links: For internal linking within your site, be consistent with the link text for important pages. For example, if you have a specific page for “saucepans,” always use the same link text when linking to that page. This helps search engines understand the relevance of that page to the keyword and can improve its ranking for that term.

Avoid Generic Link Text: While generic link texts like “click here” or “read more” are common, they don’t provide search engines or users with meaningful information about the linked content. Whenever possible, opt for more descriptive link text.

Anchor Text in Internal Links

Internal linking, the practice of linking to other pages within the same website, also benefits significantly from strategic anchor text usage. For internal links, the anchor text should closely match the target page’s content, particularly when targeting long-tail keywords. Consistency is key—using the same anchor text for internal links to a particular page helps search engines better understand the page’s relevance and context.

For example, an online shop selling kitchenware might link to a specific product page with the anchor text “high-quality saucepans” whenever referring to that product. This consistency not only enhances the user experience but also aids in the distribution of link juice, helping to improve the ranking of the specific subpage for that keyword.

Conclusion

The evolution of link text in SEO reflects the broader changes in how search engines like Google evaluate and rank websites. From the early days of hard linking and keyword stuffing to today’s emphasis on natural, user-focused link profiles, the role of link text has become more nuanced and sophisticated. By choosing link texts that are relevant, varied, and user-friendly, webmasters can not only improve their search rankings but also enhance the overall user experience, ensuring that their content is both accessible and engaging.