The ranking algorithm of Google comprises of around 200 components or “signals” and the list is quite impressive. However, SEO is not about getting all these tiny things right, but it is about getting out the priorities right. There are many Google ranking factors and below are some of the top components of one of the important Google ranking factors, which is backlinks.
Backlinks
Backlinks are still the best indication of authority to Google, but there are things that can make or break your backlinks. Let us have a brief look at the importance of backlinks in Google ranking.
Link Score
We all know that the concept of backlinks is abstract. So, how does Google turn this abstract concept in a ranking signal that can be quantifiable? Google explains that this is done by finding the link score of a site, which is calculated based on the quality of every incoming link individually as well as the total number of links to the particular website.
As link quality is an important part of the link score, you cannot afford to have low quality and spammy backlinks to your site. It is also worthwhile to note that the links that are coming from the same domain name do not carry much weight. The primary factor to consider should be the number of linking domains and not the number of links.
Relevance of Anchor Text
Anchor text is another important part of the backlinks that is crucial for Google ranking. Just as the content shared on your web pages, backlink anchors also tell Google what your web page is about. In the context of backlinks, the best strategy is to keep the anchor texts natural and diverse. In fact, after the Penguin update, your aim should be to have a proper balance between the different anchors.
Studies and surveys conducted across various industries show that the variation of anchor text affects Google ranking a lot. As per the results of some studies, your anchor texts list should include 70% branded text anchors, 20% naked URLs, 5% generic text, 4% topic related anchors, and 1% exact match keywords. However, this is just the result of the many studies conducted in the field and there is no universal rule for the “right balance” of anchor texts. It may vary with the type of business and the SEO strategy that you follow.