Digital Marketing Activities
Brussels, 4 Nov 2015
Anchor text best practices
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Hyperlink definition
In computing, a hyperlink is a reference to data
that the reader can directly follow either by clicking
or by hovering.
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Hyperlink in Html
Hyperlinks were therefore integral to the creation of the World
Wide Web. Web pages are written in the hypertext mark-up
language HTML.
This is what a hyperlink to the home page of OCTA Innovation
could look like in HTML code:
<a href="http://octa-innovation.eu">OCTA Innovation</a>
LINK
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ANCHOR TEXT
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Link relevancy
 As search engines have matured, they have started
identifying more metrics for determining rankings.
 One metric that stood out among the rest was link relevancy.
 Link relevancy is determined by both the content of the
source page and the content of the anchor text.
 It is a natural phenomenon that occurs when people link out to
other content on the web.
 If many links point to a page with the right keywords in their
anchor text, that page has a very good chance of ranking well.
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Important for SEO
Three things are important for SEO regarding Anchor Texts:
 Variation
 Branding
 Natural links
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Variation
Let’s assume that we optimise for the keyphrase [OCTA Innovation]. So the hyperlink and
anchor text will be: <a href="http://octa-innovation.eu">OCTA Innovation</a>
The anchor text to be used from you is in [brackets and bold].
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Use synonyms – [OCTA Innovation] may get replaced with [OCTA leading edge] or
[OCTA trasformation].
Use plural/singular forms – OCTA Innovation is one of the most advanced [Innovation
organizations]
Use keyword modifiers – As above: [advanced OCTA Innovation] or [Brussels OCTA
Innovation] or [OCTA Innovation Aruba]
Switch keywords in keyphrases – Check out one of the latest news from [Innovation:
OCTA].
Combine keywords – [OCTA Innovation and Overseas Countries and Territories]
Use natural language (e.g. stop words) – [We’re the OCTA Innovation Team]
Don’t use site-wide links – Do not link with the same anchor text on dozens, hundreds or
thousands of pages from one site.
Link to one URL with different anchor texts – Make sure to add link other relevant keywords
as well, for example [OCTs Innovation Managers].
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Branding
Let’s assume that we optimise for the keyphrase [OCTA Innovation]. So
the hyperlink and anchor text will be:
<a href="http://octa-innovation.eu">OCTA Innovation</a>
The anchor text to be used from you is in [brackets and bold].
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brand only – [OCTA]
added brand – [OCTA Innovation]
misspelled brand [OCTA Inovation]
personal brand IM – [Name Surname]
personal IM + name brand [Name Surname of OCTA Innovation]
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Natural links
Let’s assume that we optimise for the keyphrase [OCTA
Innovation]. So the hyperlink and anchor text will be:
<a href="http://octa-innovation.eu">OCTA Innovation</a>
The anchor text to be used from you is in [brackets and bold].
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“click here” – [click here] or [go] or [link] etc.
URLs – [www.octa-innovation.eu]
misspellings – [octainnvation]
whole sentences [This OCTA Innovation site is financed by
European Union]
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