Any link consists of at least 2 parts - URL and anchor. The first one reflects the address to which the click will be made. The second contains the text. It will be visible to the user when viewing the page.

Anchor and non-anchor links have differences in anchor:

  • The anchor contains the key query. Text is placed here that describes the contents of the page to which the transition will be made. For example, the phrase « order an audit » makes it clear what can be done on the page that opens. Promotion is carried out using this key;

  • non-anchor ones lack keywords. Instead, the address to which the transition is made is used, or clarifying words (here, here, more details).

Both types of links are taken into account by search engines. But the ranking result is significantly different. The presence of a key in the anchor helps the search engine take into account the page to which the transition is made. Subject to compliance with search engine rules, this provides an opportunity to attract traffic faster.

Features of Anchor Links

Anchor links are:

  • undiluted. Contains only the key;

  • diluted. Contains a key and additional words.

This is important because links with the same anchors are glued together. They don't bring dynamic weight to the pages. In some cases, such an approach can provoke a ban or ignoring links when ranking. Therefore, it is necessary to create unique anchors.

Features of non-anchor links

Non-anchor links are effective for internal redistribution of static weight and external attraction of dynamic weight. They have an impact in the long term.

Non-anchor links are placed as permanent links in articles and messages. They bring weight and traffic for a long time (the period of existence of the site containing text with a link).

Non-anchor links are as natural as possible. This is because users rarely use keywords to post links in their posts.

The fight for naturalness

Search engines are fighting hard against purchased links that can affect rankings. According to Yandex, their algorithm is able to determine the saleability of a link with 90% accuracy. This means that with aggressive promotion, the risk of being ignored in the ranking or being banned from the page (site) faces the majority of resources that use a similar method of promotion (“Penguin” from Google has significantly lowered the positions of many similar sites).

Natural links are important to search engines. This means that the person who posted them recommends the content (products, services) as useful. Natural links provide an opportunity to satisfy the needs of searchers. Purchased links upset this balance. This became the reason for the start of a serious struggle.

Non-anchor links look as natural as possible. They take the lead in the battle for dynamic and static weight.

Correct position

In order to reduce the risk of blocking and lowering the ranking, it is necessary to use all link options in certain proportions (undiluted, diluted anchor, non-anchor, directed to the main page of the site). There is no universal formula. It all depends on the characteristics of the resource (store, forum, information), the scope of its activity (the activity of competitors, the technologies they use) and the volume of content.

The effectiveness of link promotion depends on the flexibility of the approach and the professionalism of the performer (compiling a high-quality anchor list, knowledge of the current features of the work of search engines). The ratio is often used:

  • 30% anchor;

  • 50% unanchored;

  • 20% redirect to the main page.

By analyzing the results and varying the ratios, you will achieve the desired effect. AND link mass audit will help you determine which links, in what quantity and ratio are already linking to your resource.