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Anchor texts: The ultimate guide for your casino marketing

July 12, 2023

When it comes to effective SEO, anchor text plays a crucial role in optimising website content. In the competitive online casino industry, using relevant anchor text such as ‘best online casinos’ or ‘top casino games’ provides search engines with clear indicators of the content's subject matter. 

This helps search engines understand the relevance of your content to casino-related queries, increasing the chances of your site appearing in search engines. By using strategic anchor text in your optimisation process, you can enhance your casino site's online presence and improve its ranking in search engine result pages.

To learn more about the importance of anchor text SEO and how to optimise it for your casino brand, QWERTYLABS offers you this anchor text guide:

What is anchor text in SEO?

Anchor text for SEO refers to any clickable text with a hyperlink directing the user to another webpage. These texts are crucial in search engine result pages (SERPs). When search engines crawl sites, they analyse the anchor text that comes with inbound links to understand the content and relevance of the linked pages. 

By evaluating the anchor text, search engines can determine the keywords and topics on your casino site, affecting its ranking in the SERPs. It also plays an important role in both internal and external linking in your search engine optimisation strategies.

Internal anchor text refers to the clickable text used for linking to another page within the same site. It helps users to easily navigate through your site. For example, if your casino site's blog post is about the top slot games to play, the anchor text could be ‘click here to play the best slot games’. 

On the other hand, external anchor text is used when linking to pages on other sites. This type of anchor text is often used in a guest post or an outreach campaign for anchor text optimisation in the content.

Anchor link vs anchor text

Anchor link and text are two different concepts related to HTML tags and their use on web pages. An anchor link is the URL which you’ll be redirected to. On the other hand, anchor text refers to the clickable text itself. 

Both anchor links and texts are important for creating effective navigation on a web page. Anchor text can be supplemental to the user's understanding of where they’ll be directed once they click the link. If you want to enhance your SEO, utilising both anchor links and text is important. 

Search engines use both factors to determine a web page's relevance and quality. For instance, if you use descriptive anchor text that accurately reflects the content of the landing page, it improves the page's ranking in SERPs over time.

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Different types of anchor texts

When it comes to optimising anchor texts, it's important to understand the different types that you can use. These variations allow for a more natural and effective approach to link building and enhancing your business’s online presence.

Instead of using repetitive and generic anchor text, diversifying anchor text can improve the links' overall quality and organic nature. By using organic writing and a strategic selection of link text, you can create a more engaging and user-friendly online presence for your website. 

Know more about different types of anchor text and their benefits to effectively promote your casino site below:

Branded anchor text

Branded anchor text includes the brand name of a company or business as a text with a hyperlink. The main purpose of using branded anchor text is to build brand recognition and increase the online presence of your casino brand. 

By including the brand name as the anchor text, the source website is effectively endorsing your casino brand and associating it with the linked page's content. 

Exact match anchor text

Exact match anchor text uses a precise keyword or phrase as the clickable text. The keyword used in the anchor text is an exact match to the phrase or word that the linked page is targeting.

This type of anchor text helps signal to search engines that your linked page is highly relevant to the specific keyword or phrase being used in the anchor text. It also aids your page to rank higher in search results for that exact keyword or phrase. 

Partial match anchor text

It is one of the best examples of anchor text. It includes a variation or partial phrase of a targeted keyword. 

The main goal of using partial match anchor text is to create a more natural and diverse backlink profile while still signalling to search engines that your linked page is relevant to the targeted keyword or phrase. By using a random variation or partial phrase, your site can avoid overusing the exact keyword or phrase, which can appear manipulative to search engines.

Naked anchor text (URL anchor text)

Naked anchor text (URL anchor text) uses the exact URL of the linked page as the clickable text. This can include the root domain or subdomain of your casino site.

Using naked anchor text provides a clear and direct link to specific pages or listings within your site. Using the exact URL as the anchor text lets the user see where the link will take them before clicking on it.

Generic anchor text

Generic anchor text uses non-specific generic phrases. These phrases are often a call-to-action statement or question that encourages the user to click on the link without providing certain info about the content of the linked page.

This type of anchor text can be useful for creating call-to-action statements or engaging the user's curiosity. Just remember to use it carefully and decisively.

Image anchor text

Image anchor text uses the descriptive text of an image's ALT attribute. It is an HTML attribute that provides alternative text for an image if it cannot be displayed or is unavailable. By using a descriptive alt attribute, the user will know what your linked page is about even if the image is not displayed, and search engines can understand its content as well.

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How important are anchor texts for SEO?

Anchor texts in SEO are vital when it comes to optimising web pages for search engines. Search engines utilise anchor text to understand the content and relevance of the linked page, which impacts its index and rankings in search results.

Effective anchor texts can influence search engine rankings positively. In the past, search engines heavily relied on anchor text to determine the topicality of a page. With advancements in search engine algorithms, such as Google Penguin, anchor text has become more nuanced. 

Now, search engines consider various factors, including relevance, diversity, and quality of anchor text. Using relevant and descriptive anchor texts helps search engines comprehend the content of your linked page more accurately. 

While anchor text is important, it's also crucial to maintain an organic and diverse link profile. Over-optimisation or manipulative practices such as excessive exact match anchor text or Google bombing, a practice of manipulating search results, can negatively affect rankings. This is why creating a backlink profile with a mix of anchor text variations is vital.

Domain strength and the authority of the linking page also play an important role. When sites with authority link to your page using relevant anchor text, it signals to search engines that the linked page is trustworthy and valuable, boosting its rankings.

Aside from the anchor text itself, other factors, such as metadata and on-page SEO content, should also be optimised. Consistency on the anchor text, page title, heading tags, and metadata helps reinforce relevant signals to search engines.

Importance of anchor texts in SEO

Anchor texts play an important role in the world of SEO, especially when it comes to optimising your site for search engines like Google. It serves as a valuable indicator for search engines to determine the relevance of your site and make it appear authoritative.

By strategically selecting and focusing on diversity in the anchor text, you can enhance your site’s link building efforts, improve user experience, and drive valuable organic traffic to your casino site. These can also help you reach your goals much faster and more effectively.

Learn more about the importance of anchor text and how it influences the success of your SEO campaigns below:

  • Relevance - Anchor text provides context and signals to search engines about the content of the linked page. Using relevant anchor text helps search engines understand the topic and theme of the linked page, improving its presence in search results.
  • Search engine rankings - Search engines like Google consider anchor text as a ranking factor. By optimising anchor text with targeted keywords, you can increase the likelihood of your pages ranking higher in SERPs.
  • Authority and trust - Authoritative sites linking to a page with descriptive anchor text signal to search engines that the linked page is trustworthy and valuable. This can positively impact your casino page's authority and trustworthiness, potentially improving its rankings.
  • Diversity - Having a diverse range of anchor text variations, including branded, generic, and long-tail keywords, helps create a natural link profile. A diverse anchor text profile appears more organic and reduces the risk of over-optimisation penalties.
  • Link building - Anchor text is essential to effective link building strategies. When other websites link to a page using relevant anchor text, it contributes to the page's backlink profile, enhancing its authority and online presence. 
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How to create an effective anchor text for your brand

Creating effective anchor text is an essential element of a comprehensive content strategy. Understanding how to create anchor text allows you to enhance user experience and guide visitors to relevant content. 

By using the anchor tag, mastering the syntax, and implementing the correct HTML code, you can craft anchor texts that are compelling, descriptive and aligns with your overall content strategy. Learn how to create an effective anchor text below:

  • Determine the purpose - Identify the purpose of the anchor text. Are you linking to another page on your casino site, an external source, or a specific section within a page? 
  • Choose descriptive keywords - These will give your audience an idea of what to expect when they click the link.
  • Keep it concise - Aim for concise, easy-to-read, and understandable anchor text. Avoid lengthy phrases or sentences that may confuse users. Ideally, the anchor text should be brief and straight to the point.
  • Avoid generic anchor text - Steer clear of generic anchor text like ‘click here’ or ‘read more’. Instead, opt for specific, meaningful anchor text that provides relevant information about the linked content. This helps both users and search engines understand the context of your content.
  • Maintain relevance - Ensure that the anchor text is related to the linked page's topic or content. Aligning the anchor text with the page's keywords or main theme helps search engines establish your content's relevance and positively impact SEO.

How to choose your anchor texts

The anchor text of your choice plays a crucial role in SEO strategies. They serve as a concise description of the linked page's content, providing search engines and users with valuable information about the landing page.

To choose the most effective anchor text, it’s essential to consider several factors, including search engine algorithms, human readability, theme, and user intent. By understanding these factors, you can optimise your anchor text for better search engine rankings and user experience. 

Here are some important factors to keep in mind when choosing an effective anchor text:

Relevance to the linked page

The anchor text should accurately describe the content of the linked page. It should provide a clear and concise indication of what the user can expect when they click on the link. Using relevant anchor text helps search engines understand the link's context and topic, which positively makes an impact on your SEO efforts.

Linking context

Consider the context surrounding the link placement when choosing anchor text. The anchor text should flow naturally within the sentence or paragraph. Avoid overly promotional or keyword-stuffed texts that appear unnatural or forced.

Diversification of anchor texts

To maintain an organic link profile, it's crucial to diversify your anchor text. Using the same anchor text repeatedly can raise red flags to search engines. Aim for a varied mix of anchor text that includes exact match keywords, partial match keywords, branded anchor text, and naked URLs.

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Best practices to follow for your anchor texts

In the competitive world of online casinos, establishing a strong brand identity and optimising your site's online presence by using effective anchor text is crucial. By incorporating strategic anchor text practices into your site's content, you can leverage new opportunities and improve your overall search engine rankings.

As search engines continue to evolve, with Google at the forefront of innovation, it's important to stay updated on the latest techniques. For instance, Google BERT algorithm has changed the way search engines understand natural language and context clues. This means that creating well-crafted anchor text has become more beneficial for casino brands.

Here are some tips and effective anchor text best practices you can follow:

Conducting thorough keyword research for anchor text

Conducting thorough keyword research is essential for achieving the best results. By understanding your target audience's search terms and phrases, you can organically incorporate them to improve your casino site's online presence and relevance. 

However, it's important to conduct research to avoid keyword stuffing. Focus on succinct and meaningful phrases and include long-tail keywords.

Crafting short, descriptive, compelling and relevant anchor text

It's important to create short, descriptive, compelling, and relevant phrases that effectively convey the purpose and context of the linked content. Pay attention to SEO best practices, understand user intent, and focus on relevance to enhance the authority and engagement of your site.

Always create persuasive anchor text based on user intent to boost engagement. You can also use localised elements that can add personalisation and connection to your target audience.

Building high-quality and diverse casino backlinks from authoritative sources

One of the best practices for anchor text optimisation is to build quality and diverse casino backlinks from authoritative sources. You can improve your website's authority by obtaining backlinks from reputable websites. 

It can also boost your site’s reputation and search engine rankings. Maximising guest posting, influencer outreach, participating in forums and communities, as well as leveraging social media platforms are effective strategies to acquire valuable backlinks.

Calculating and improving the anchor text ratio and percentage

Calculating and improving the anchor text ratio and percentage is a crucial aspect of SEO. Remember to strike the right balance when optimising anchor text. 

Both over-optimisation and under-optimisation can have negative effects on your site's ranking and reputation. Avoid overusing anchor text, as this can raise red flags to search engines, suggesting manipulative tactics or spamming. This can result in penalties or even a drop in rankings. 

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Best anchor text tools and resources for your casino brand

As a casino brand, it’s crucial to have a strong online presence to attract and engage potential customers through effective anchor text. Start with an anchor text audit to find an effective and quality anchor text and boost your SEO strategy.

An anchor text audit is essential to evaluate the anchor text used in your casino site's internal and external links. This ensures they align with your brand and target keywords. However, getting started can be challenging. To help you out, QWERTYLABS provide you with this list of the best anchor text tools you can use:

Backlink analysis and anchor text distribution tools

An effective SEO strategy involves various elements, including backlinks, that are vital in determining a site's authority and online presence. By using specialised tools for backlinks, you can uncover patterns, gain valuable insights, and leverage a vast database of info to enhance your SEO strategy. 

They also offer a comprehensive view of your site's link profile. Some of the most effective backlink and anchor text tools include:

  • SEMrush - SEMrush is an online marketing tool used for keyword research, competitive analysis, and website auditing. It provides a suite of SEO, content marketing, and social media management features.
  • Ahrefs - Ahrefs is an all-in-one SEO toolset that helps you improve your site’s search rankings and online presence. It has features for keyword research, competitor analysis, backlink analysis, content analysis, and rank tracking. 
  • Majestic - This SEO tool specialises in backlink analysis. It offers a comprehensive database of backlinks, allowing you to explore the link profile of any site. With Majestic, you can see the number of backlinks, referring domains, and anchor text used to link to your casino site.

SEO audit tools to monitor your anchor texts diversity

Diversifying your anchor text is important to boost your site’s online presence and search engine rankings. SEO audit tools designed for this purpose can crawl your casino site and provide insights into the usage and distribution of anchor text across your link profile. These versatile tools can help you target your site’s needs more effectively.

Some of the most effective tools for monitoring anchor text diversity:

  • Screaming Frog - Screaming Frog is a desktop-based SEO tool used for website crawling and analysis. It allows you to crawl sites to identify technical issues, such as broken links and errors that could impact search engine optimisation. 
  • Google Search Console - Google Search Console is a free web service offered by Google that helps you monitor and maintain your site's presence in Google search results. It also provides insights into how Google crawls and indexes a site and alerts you to any technical issues that could affect your site's search rankings.

Resources for learning more about anchor text optimisation

Staying up-to-date with the latest articles and guidelines on anchor text optimisation is essential to ensure you are using the best practices and maximising the effectiveness of your SEO efforts. Up-to-date articles serve as valuable sources of knowledge, providing you with the most recent strategies, trends, and case studies related to anchor text optimisation. They help your site become more relevant and valuable.

Here’s an effective tool you can maximise for anchor text optimisation:

Google Webmaster Central Blog - It is maintained by Google that provides info and updates related to Google's search algorithm and search features. This is the tool if you want to be up-to-date with the latest changes and developments in Google search.

Optimise your anchor texts for effective SEO with QWERTYLABS

Looking for an SEO service and anchor text guide that will help you optimise your site? QWERTYLABS has got you covered. QWERTYLABS is a professional webmaster service with extensive knowledge and experience in the gambling industry and digital marketing. Our team understands the importance of anchor text optimisation in driving organic traffic and improving search engine rankings. 

By leveraging our expertise, you can enhance your casino site's online presence and gain traction within the competitive gambling industry. Learn more about QWERTYLABS services when you visit our website or contact us


Learn more about using anchor text to enhance your SEO strategy with these frequently asked questions:

How long should an anchor text be?

The length of an anchor text can vary depending on the specific context and guidelines provided by search engines. It is recommended to keep anchor text concise, relevant and is usually 2 to 5 words in length. 

What are the rules for Google anchor text?

While Google doesn't provide explicit rules for anchor text, it does offer guidelines and best practices to help ensure a positive user experience and maintain the integrity of search results. These guidelines include relevance, organic, diversity, and optimisation.

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