The Importance of Anchor Text in Back-links
The importance of anchor text in a linking strategy cannot be overstated. Back-links are a huge part of the search engine algorithm. When initiating an anchor text campaign, it is vital that external sites link using the appropriate keywords and terms in the anchor text.
Almost always, linking candidates will use the company name as anchor text. This does not provide any type of description of the target company’s products or services. Sure, it may be helpful for branding purposes, but it isn’t usually needed. In most cases, companies already rank very high (if not first) for searches that incorporate their brand.