Backlinks pull a lot of weight in Google’s and other search engines’ algorithms and should be a focus of SEO strategies. Quality links on appropriate sites require the proper keyword phrases in the anchor text if you want them to accomplish their goal.
The most popular anchor text for off-site links is the company name. While you may assume this works for brand recognition, it says nothing about the products and services offered by the company. Besides, there should be no website rank higher for a company name than the company website itself.
Consider the following example with a fictitious website named “Apex Painting Supplies:”
Some back links will use only “Apex,” which provides no intrinsic meaning or allure to consumers visiting that website. Using “Apex Painting Supplies” instead at least gives an indication of what products are available on that website. This will help drive more traffic than if you focused on brand recognition alone for the backlink anchor text.