The importance of the anchor text versus a linking strategy. Backlinks are a big part of the search engine algorithm. When launching a link campaign, it is essential that external sites use the appropriate keywords and terms in the anchor text.
Almost always, candidate links 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's a great branding tool, but it's usually not necessary. In most cases, companies already rank very high (if not first) for searches that incorporate their brand.
Here is an example using the fictitious company "Acme Plumbing Supplies":
Most people will simply link using the words "Acme". That's okay, but it doesn't describe the company's products or services or provide context. By adding the word "plumbing" or the term "plumbing supplies" (i.e. "Acme Plumbing" or "Acme Plumbing Supplies"), you may be able to generate additional traffic that may not have otherwise reached the corporate site.
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