One of the most important factors to secure high rankings in a major search engine such as Google is apt anchor text that will lead to the appropriate optimized page of your website that is optimized for specific keywords.

Anchor text is that part of the visible text that is hyperlinked to the hidden URL's. By clicking on these anchor texts, the user will be taken to the appropriate pages.

Let us just take the example of the following text, "To know more about the rules and conditions of Buildexcellence, please visit the Terms and Conditions page."

In the above example the words " Terms and Conditions ", is hyperlinked to the hidden URL that will take the user to the Terms and Conditions page of Buildexcellence. In this example the words "Terms and Conditions" is an anchor text.

Another example that would show how it would appear in HTML coding:

<a href=" http://www.domain.com "> Anchor Text </a>

Or, a real life example - for the link is http://www.Buildexcellence.com and the anchor text is PAGERANK , thus the text links would be something like this,

<a href=" http://www.Buildexcellence.com ">PAGERANK</a>

After having a clear understanding of what anchor text is, we can now comfortably go on to see why anchor text has such great effects in Google system of rankings. We can also have a look at how to decide on the appropriateness and inappropriateness of "anchor text."

It is due to the concept of link popularity and due to the importance that Google has placed on inbound links; anchor text gains its relevance in page ranking. Google in its calculation considers each link to a webpage for a vote by the linked "from" webpage. In this regard, we may safely declare that the effective page rank of a page depends on the number of backlinks to it. Ther are two factors involved here, one is the webpage address that is linked to and secondly, the anchor text. The anchor text is based on the choice of the webmaster giving the link. This possible choice makes "anchor text" important for a webpage.

Artificial inflation of link popularity and link exchange has prompted Google to look for alternative ways of validating votes. The importance of your vote is validated depending on the relevance of the theme and content of your website to the site to the site for which you are casting your vote.

While using anchor text, it can be understood from the fact that one need not even have to mention the keyword phrase anywhere on the page not even in the header that how powerful anchor text is. Your page can be listed in the top rankings with needed votes. One of the classic examples for how powerful anchor text is, is George Bush's page that appears in the first page for a search made in Google using the search phrase "miserable failure". However, the page does not get listed in anywhere but from anchor text alone the page gets displayed in Google. This should explain how powerful anchor text is.

It could be a long response but it doesn't need to be: Ask yourself, "What does a Viagra site know about real estate? Or a casino know about boat oars?" Based on an evaluation of their content, absolutely nothing. So why should their vote count? It shouldn't, there is no reason (other than artificial inflation of link popularity) for that link vote to be cast. If it is that easy for us to see, then don't you think the PhD's at Google could figure it out?

There has been a gross misunderstanding amongst the webmasters that by purchasing sponsored links to a domain will ban the domain. This certainly cannot be anything more than a misunderstanding. How can the website owners be held responsible for inbound links that are out of their control.

On the other hand, what could be more likely is that the sites selling links be penalized in some way and have PR bans applied on them. This will curb the practice of buying links from unrelated sites though they have high page rank.

You can produce natural link simulation effect by using one of the most advanced techniques of integrating occasional non-keyword anchor text links to the website. Under no normal circumstances, a 100% inbound anchor text density will happen to any site. If it happens, your site turns out to be a suspect in the eyes of Google. The best way to go about it is to switch them up and make one out of 15 or 20 links request your actual domain name. Few links can be added in a sentence flavored with natural language with embedded anchor text. It should not be forgotten that all your important pages are linked and just not the index page.

Over enthusiastic webmasters put all their efforts on to one page and weaken the effectiveness of optimization. We suggest that do not over concentrate on one page/home page when optimizing your site try and distribute the keywords to different pages, optimize a page for no more than 3 keywords. If you have more, we are sure that you will certainly have distribute it to other pages.

We for example, target " PAGERANK Company", "PAGERANK Services", and "PAGERANK" as our keywords for the main page of www.Buildexcellence.com . At the same time we also want to rank well for "PAGERANK Tutorial", "Free PAGERANK Tutorial", "PAGERANK Forum", "PAGERANK Forums", etc. We have chosen other pages for these target words which we consider to be the most appropriate pages for these keywords. Thus, www.Buildexcellence.com /pagerank.html targets "pagerank Tutorial" and "Free pagerank Tutorial", and www.pagerank.com/seo/ targets "SEO" and "search engine optimization".

Having distributed the basic keywords, you will realize that there are still hundreds of other different keywords suitable to your site. You can take advantage of this and include them in the form of anchor text links leading those pages. When the Google spider crawls, it sees your site with hundreds of inbound links created in the form of anchor text links validates your site as an important site and hence awards your site with high pagerank. This way of optimizing a site breaks the artificiality of all links flooding into single page with single keyword.