First, anchor text should be descriptive. It should describe the link you're sending people to using keywords that reflect the page you're recommending.
Second, if you know the high traffic keywords for your market you can use those as well to describe the link (but only if the keywords relate to the page you're sending visitors to).
Third, knowing where to use anchor text is almost as important as the text itself. All external links should be anchor text, but often web designers forget internal links (i.e. links leading to pages within your site) although they are equally as important. Your home page is also critical for anchor text links. If you have a blog (and you should) make sure that any article, web site or blog you reference has anchor text in the hyperlink.
Creating these hyperlinks is easy, especially if you're using them in a blog. Most blog software have some very simple one-click anchor text creation widgets. So take some time and go through your site, make sure that anything you have hyperlinked is anchor text. Stay away from nebulous terms like "click here" or "follow this link" because you won't get picked up by search engines that way. Make sure the text is focused and specific. How long can anchor text be? It doesn't have to be long, but if need be, it can be multiple words. Keep in mind that as long as the words are relevant to your topic, the anchor text verbiage is all that matters.
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Penny Sansevieri is a book marketing and media relations specialist. She coaches authors on projects, manuscripts and marketing plans and instructs a variety of courses on publishing and promotion. Her company, Author Marketing Experts, Inc, specializes in non-traditional promotion for exceptional results. To learn more about her upcoming events, books or promotional services, log onto her web site at www.amarketingexpert.com.
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