Finding and using the right anchor text can do one of two things for websites. They can either improve traffic or conversions. For ecommerce sites, there is a higher value placed on using anchor texts that have high conversion rates. Such phrases can yield a higher Return of Investment or ROI for link building as compared to concentrating on search volumes. Brands and businesses prefer having higher conversion rates as they can help generate higher sales.

5 Anchor Text Optimization Strategies

1. Diversify your anchor text

Before Google released the Penguin update, one of the most heavily utilized techniques for ecommerce sites was to use the same anchor text all over the site. Theoretically, repeating the exact anchor text would help the website rank well for that specific term. However, the Penguin update has forced SEO experts to rethink their strategy and attempt to make the anchor text profile more natural. This means changing the anchor text. Some of these techniques include using only a portion of the company or brand name, using keywords that have the same meaning as the original anchor text and even using common phrases such as “click here” or “read more.” You may also consider using images or infographics as links or pasting the exact URL and using it as the anchor text.

2. Choose Relevant Links

Legitimate link building involves including links that are relevant to the website and what the brand or company offers. Even links that come from a trustworthy website can be deemed worthless if they are not relevant to the content of the website. For instance, if you have a website that sells home furniture then links coming from adoption agencies will not count towards link building efforts.

Another tip is to obtain a variety of links and to use different types of links. This means using a mixture of contextual links, blogroll links and image links to make the link profile appear more natural. You can also try including links from websites and blogs that have varying levels of authority. This means using a combination of links from blogs that have high and low levels of authority. Use Google PageRank to determine authority. When linking, do not be limited to using the homepage. You can also link to specific articles, threads and even tweets. The key is using a variety of relevant links to make the link profile natural.

3. Build relationships with people

Behind every website is a person who owns and runs it. Build rapport with the owner before asking for a link or offering to exchange links. Be polite when asking the person and always try to do it in a professional manner. Try to obtain the person’s contact number and get in touch with the person via phone. Use other methods of contacting the owner if this option is not applicable. This may take time but it is worth the effort.

4. Design original category pages

Ecommerce sites tend to be uninteresting as they look like other ecommerce websites on the market. Design creative layouts that grab a person’s attention. Use layouts that pique a person’s interest and include relevant images. A curious person will want to stay longer and browse the website to see what else it has to offer. Optimize the category page by having the links to the product pages point to it. Provide value by including all of the relevant information on the web page. People want to share pages that they find interesting or valuable. Another idea to consider is conducting contests or special deals to get them interested.

5. Include different types of content

Do not limit content to using just images and short descriptions. Create videos of the products highlighting their features. You may also consider creating informative how-to videos that utilize items being sold by the company. People want to link to videos that makes them learn something new. Create a YouTube channel where you can upload the brand’s videos then add a link on the description directing watchers to your website.

There are many other techniques that can be used to help optimize anchor texts. Try these techniques and see what works. Each will have a different effect in terms of conversion or traffic. Remember to give each campaign time for the results to appear and stabilize. Feel free to try other techniques if the ones posted here do not work for your ecommerce site.

Building an Ecommerce site? You should consider using Magento Ecommerce as the solution.