The importance of anchor text concerning a linking strategy is essential. Back-links are a huge part of the search engine algorithm. When initiating a linking campaign, external sites must link using the appropriate keywords and terms in the anchor text.
Almost always, linking campaigners will use the company name as anchor text, which does not describe the target company’s products or services. Sure, it may be great for branding purposes, but it isn’t usually needed.
In most cases, companies already rank very high (if not first) for searches that incorporate their brand.
Here is an example using the fictional company “Acme Plumbing Supplies”:
Most people will link using the terms “Acme,” which is all right. Still, it does not describe the company’s products or services, nor provide any context. Hence, by adding the word “plumbing” or term “plumbing supplies” (i.e., “Acme Plumbing” or “Acme Plumbing Supplies”), you may be able to drive additional traffic.