Trying to decide what link building strategy to incorporate will depend primarily on the level of competition for a given keyword phrase. The more competitive a keyword phrase is, the more varied the link building strategy will need to be. Incorporating the keyword rich anchor text links as your primary method of link building can come across as “unnatural” to the search engines. If all of the links include the same anchor text, it is more likely that the results have been engineered (usually by the SEO). Keeping a variety of links or mixing up the anchor text used can be a great way to manage this traceable footprint.

Building Authority

Building authority through a more natural link building strategy should include about 40% or so of the exact keyword phrase as anchor text with another 20-30% being keyword phrases that are closely related. Having about 15-20% point to the URL as the anchor text and then some miscellaneous phrases such as “this site” or even “click here” wrapping up the last 10-15%. These shouldn’t be considered exact numbers by any means, but as you vary the anchor text, it will prevent problems with one main keyword phrase being used in 80% or more of the links which gives away the footprint resulting in a longer time to rank.

The question of whether to do one method over another should include the possibility and recommended method of incorporating both methods. Building authority over time will produce an easier ability to rank and generate a resource that can be used to build results for related keyword phrases much easier without having to rely on building from scratch.

Controlling the Anchor Text

Several web 2.0 properties and other article directories will allow links both in the body of the articles or in the footer or “author profile” section. This can be created and tracked effectively in a spreadsheet to have an idea for what anchor text should be used in the next 5-10 articles. Anticipating the content and engineering the results is possible and can be simple, especially if the keyword phrase target is not overly competitive.

Some examples of sites that allow for content creation are,,,, and Each of these carry a certain amount of existing authority due to the efforts of the main site owners and total amount of backlinks each domain has. Some of that root domain authority can transfer back to the individual pages when accompanied by some external anchor text links.

Viral Marketing For Massive Links

Although maybe more difficult than the straightforward article marketing, viral marketing through tools like social bookmarking sites StumbleUpon or Digg can generate a decent amount of incoming links from other blog or website owners without relying on you engineering anything aside from the “link bait”. This content is usually in the form of an infographic, funny picture, something “outrageous” or otherwise would attract the attention of a site owner to want to make a link. In any of these cases, once it goes “viral”, the links will all be somewhat varied.

Because you’ll “own” the content, you can create an easy “copy / paste” of the html code a site owner could use to link and in this way you can slightly engineer the incoming anchor text, but in the end this may be out of your control. This shouldn’t create a cause for concern at all and can be seen as a net benefit to your overall link building effort.


Link building techniques can be tested. Some of the things SEOs promote do not work and other things will work. It will vary based on the competition what will and won’t work. As you track your results within a given industry or niche, you can start recognizing patterns and you’ll know what strategy to apply to future attempts at ranking for a given keyword phrase.

Guest post by: Jeff is an internet marketing consultant, a blogger and he often writes about SEO. He likes to share his knowledge and experience with others, and helps them with their online presence. At the moment, he is writing for a real estate agency that has Queens condos for sale.