If a search engine finds that an anchor text link contains the right words (a key word or phrase associated with the page it points to, for example) then the link is seen as more relevant. This we know to be true.
Except that we don’t, because there are some instances in which the text of your link is less relevant than you thought it was.
As I have on occasion pointed out before, search engines are not stupid. They are constantly revising the way they do things, introducing new patents designed to make weighing up of what is relevant, and what isn’t, reflect the desired end user experience of the searcher rather than the intended outcome of the web designer or SEO expert.
Cases in Which Your Anchor Text is Less Relevant Than You Would Like it to Be
Google, for example, and Microsoft, have both pointed out that if multiple links containing the same anchor text are pointing from mirror sites to an external site, the anchor text contained in the links is likely to be given less weight. There’s no point in search engines counting either the links themselves or the text they contain more than once, otherwise the site you made will just be getting more than one vote – like cheating in a ballot.
Mention has also been made of multiple sites that appear to be under the control of the same or connected webmasters, and which seem to have a notable quantity of identical or very similar anchor text links. It’s a bit more sophisticated than mirroring but the effect is the same – the anchor text is not weighted because Google assumes it has already cast its vote.
Trying to boost a page’s rankings by creating lots of distributed content that contains the same anchor text, linking to the same destination page, will arouse Google’s suspicions too. The search engines will have a look at all the pages linked to by documents containing the same anchor text in their links – if there’s a lot of duplication or overlapping, then the weight given to these links is likely to diminish.
Dependent Relationships Don’t Work
On the web, as in real life, a co-dependent relationship is a bad thing. Search engines hate them because they effectively denote a page that exists solely to drive users on to a destination. Any document that contains multiple links to pages within the same website is likely to find that its links are downgraded rapidly in value.
Documents that contain multiple links to a single page in a website are also suspicious – for the same reason. When you think about it from the point of view of an end user or a genuine content creator you can see why. There is no need to link more than once to a destination relevant to your article, so multiple links to the same destination mean someone is trying to bulk up the rank of the target page.
It is possible that the search engines already collapse these links into a single vote. So if you’re thinking of stuffing a few distributed documents with multiple links to the same pages on your site, don’t bother. You need to make your distributed and linking content genuine.
Keeping it Real
Once again I find myself talking about content and hard work. But then the answer to most questions concerning the probable actions of search engines can be augmented with a note about the quality and genuine-ness of your content.
While no-one would suggest that you have the time or inclination to devote yourself to producing content that is genuinely, altruistically designed to give users a good time and inform them about stuff they want to know about, I do think that there’s a significant difference between well created content and content that is only a platform for links. Seems the search engines do too – so bear that in mind when you generate a presence on the web.
About the Author:
Rosette Summers is a Freelance and Staff writer who writes informative & creative articles on website SEO and Technology for various search engine optimisation company. Her expertise is in writing articles related to internet providers, SEO, Social media etc.