To succeed in content marketing and improve your visibility on search engines, you need to work closely with Google’s algorithms. They constantly detect non-compliant practices… Link anchors are essential for optimising natural search engine optimisation (SEO) and choosing your keywords effectively. However, the important thing is not just to insert anchors, but to maximise their effectiveness.

What is a link anchor?

A link anchor, or “anchor text”, is a word or phrase used to create a hyperlink. It is often distinguished by a specific colour (red or blue) depending on the CSS of the site. Clicking on this anchor redirects the user to a defined site. Despite its apparent simplicity, it plays a key role in SEO by improving online visibility.

A link anchor comprises two elements: the text visible to the user and the target URL.

Why are link anchors important for SEO?

Proper use of anchors enables search engines to assess the quality and relevance of content in relation to a given keyword…

Impact on results ranking

Search engines consider links to be reliable indicators for evaluating a web page. The more a page is referenced via external links, the more relevant it is perceived to be. Anchors therefore have a direct influence on your ranking in the search results (SERP). When several pages link to the same page with similar anchors, this increases its credibility and authority on its subject… thereby strengthening its position in the results.

Optimising the user experience

The strategic use of link anchors influences not only your ranking, but also navigation on your site. Well-structured internal linking (with precise anchors) makes it easier for search engines to crawl your site… and therefore improves user satisfaction.

Strengthening natural referencing

Backlinks transmit “Link Juice”, which reinforces the authority of your domain. However, creating anchors from popular sites is not enough. Search engines also assess the quality of content according to the uniqueness of the anchors used. By choosing relevant anchors that are aligned with the linked content, you increase the perceived reliability of your site.

Types of link anchors

There are several types of anchor:

– Exact Match Anchor Text: Uses the main keyword directly as the anchor text (example: “rental investment”). Although beneficial, excessive use can lead to over optimisation.

– Partial Match Anchor Text: Incorporates part of the keyword or its synonyms (examples: “digital marketing strategy” or “digital marketing agency”). These variations diversify your texts while remaining relevant to search engines.

– Branded Anchor Text: Directly incorporates your brand name. Its semantic weight is often medium to low, but it is a reliable indicator for search engines.

– Generic Anchor Text: Generic text such as “click here” or “find out more”. Often used for internal links, this anchor balances specificity and generality to avoid any algorithmic suspicion.

We recommend that you experiment with different anchor variations and analyse their performance… Then adapt your strategies as algorithms evolve.

Optimising link anchors for SEO

Matching with content

Make sure that your link anchors are aligned with the content of the target pages. For example, for an article on a “communication plan”, anchors such as “steps for developing a communication plan” or “our tips for developing a communication plan” are appropriate… This tells search engines that the content is relevant.

Natural use of keywords

Integrate your keywords into the anchor text without compromising fluidity (or readability). Vary the use of the main keyword to avoid excessive repetition. If your main keyword is “natural referencing”, opt for variants such as “search engine optimisation” or “referencing strategies”.

Diversify your anchors

For effective optimisation, diversify your anchors. Create internal links between different pages (this improves not only consistency but also internal structure), making it easier for users to navigate and for Google to find what they’re looking for.

Minimise risky practices

Avoid overloading your anchors with keywords, as this can seem like “spam” to search engines. Give preference to verified and relevant sites. Links from dubious sources can look like an attempt at manipulation…

Next, make sure that your anchors do not always point to the same page. Offer users a variety of sources (this will enrich their experience). By following these recommendations and optimising your anchors correctly, you will increase the chances of improving your site’s ranking.