The relevance of anchor text in a linking strategy cannot be emphasized. Backlinks account for a significant portion of the search engine algorithm. External sites must connect using the right keywords and terms in the anchor text when starting a linking campaign.

The corporate name is almost often used as anchor text by linking candidates. This gives no information about the items or services offered by the target company. It’s nice to have for branding purposes, but it’s not always necessary. In most situations, businesses already rank quite high (if not first) for brand-related queries.

Using the hypothetical corporation “Acme Plumbing Supplies” as an example:

The majority of people will simply link to “Acme.” This is OK, but it neither describes nor contextualizes the company’s products or services. You may be able to generate additional traffic to the corporate site by adding the word “plumbing” or the term “plumbing supplies” (i.e. “Acme Plumbing” or “Acme Plumbing Supplies”).