We all know the dangers of using exact match anchor test links pointing to a website from a third party site, external links, however how about internally? Google themselves state the importance of using internal linking structures to help guide their spiders through your site, highlighting which pages refer to what, however is it permissible to use exact match anchor text links in this form or are they a no go all together? We had a chat with Glenn of SpeedySEO in Essex to discuss this topic and take a look at what is and isn’t permissible.
First things first, there is absolutely no issues whatsoever utilising anchor text links internally within your site. So long as they’re not pointing from external sources, link away within your site, of course ensuring you don’t go over the top and start to make your site look spammy! In fact, anchor text links within your site come strongly recommended and can certainly help your site achieve improved rankings due to the search engines finding it easier to crawl.
If this is the case then, why are Google so harsh on those who use exact match anchor text links as external links? To discuss this in more detail, it’s absolutely vital to take a look back at the Penguin update but more importantly, take a look at what was happening before that! If you look back 3 years or so, so called SEOs were linking over and over again using the same keyword anchor text! Did it look natural? Not at all. There’s no doubting that in some instances, the search engines were a mess and Google made the decision to get webmasters and SEOs to clean up this mess for them! 18 months down the line and it worked…no longer do you see the spam you used to and, as far as Google are concerned, their search engine offers a far greater level of quality than before.
If there’s one lesson to take away; it’s to ensure that you don’t use external links which use exact match anchor text but when it comes to internally within your site or from your blog, feel free!