Tips & Techniques for Link Diversification and Anchor Text Diversification

 Matt Cutts Link DiversificationThe number of backlinks is an indication of the popularity of a website. Backlinks are important for SEO because Search engines, especially Google will give more credit to websites that have a good number of quality backlinks, and consider those websites more relevant than others in their results pages for a search query.  After the Penguin update, there happened noticeable changes in the link building techniques that were followed earlier.  As per the statement by Matt Cutts, The previous iteration of Penguin would essentially only look at the backlinks that are directed to the homepage of a site. The newer generation of Penguin goes much deeper looking at even the deep links (webpages). So no longer link building is just a technique to increase traffic to a site but strictly rules that has to be followed in Link and Anchor Text Diversifications.

Link Diversification in terms of Penguin 2.0:

Google always wants a natural link profile. Quality is what that matters and not the quantity of the backlinks. Google always notices the sudden increase in backlinks of a website and checks whether any Black Hat Techniques used to rank. If any spammy practise is identified by Google, it may lead to penalization. So always be consistent in link building. Here are some useful tips for link diversification,

  • Use different link building methods instead of focusing only one or two.
  • Building links from sites that flow high page rank helps google to see your page with the same light but stop buying links from only those websites that flows high page rank. Since this idea is not going to work as far as Penguin 2.0 is concerned.
  • Ask yourself whether the backlinks that is acquired through guest blogging, content marketing, videos etc are trust worthy.
  • Obtain links from different types of webpages with different TLD’s.
  • Ensure metrics such as Domain Authority, Page authority, Page Rank, Indexed page while building backlinks.

No matter your backlinks are from local directories, social bookmarks, guest posts or social media, diversity is what that should be prioritized.


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Link building strategies include:

  • Business Directories
  • Document Sharing
  • Videos
  • Guest Posts
  • Press Releases
  • Coupons
  • Freebies
  • Web2 Properties
  • Social Bookmarks
  • Social Media Shares


As per our research after the Penguin 2.0 update, following are the recommendations for best backlinks to be practiced on sites.

Backlinks should not exceed,

  • 70% - Homepage
  • 15-20% - Categories/Services
  • 15-20% - Subpages

         (Assumption: 70% Homepage = 28 Links (exact match))

Link Audit Services

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Backlink Audit





Anchor Text Diversification in terms of Penguin 2.0:

 Penguin 2 linksBuilding an excessive amount of exact match anchor text followed by a continuous stream of non-diversified backlinks will not work. Keep your anchor text diversified and use exact match anchor text where appropriate. Over usage of Exact Match Anchor Text will lead to consequences such as penalties, ranking drops, drop in traffics etc. Anchor text diversification attracts more attention after the Penguin 2.0 update.


Giving proper variation or diversifying keywords, that directs to your domain is the best way of handling risks.


  • Always use mixed anchor texts while building links and make it look natural and effective.
  • Usage of brand names as keywords gives out good results and also gives brand authority.
  • Use every opportunities that will pursue links to your Brand name.
  • Keep track of the new keywords that brought traffic to your site and use them effectively in anchor texts.
  • Misspelling keywords is not an advisable practice but still this is an idea of diversifying backlinks.
  • Use natural unoptimized anchor texts such as Click here, Read more, Download, Visit Website etc.
  • Use long tail keyword terms, which will no doubt attracts targeted audience and drives traffic to your website.
  • Certain sites allow you to have your company profile where URL can be used as anchor text.
  • To avoid exact match anchor texts use thesaurus which helps in avoiding repeated usage of same keywords without affecting the meaning.
  • Periodically analyze the incoming range of anchor texts to your website and track those that bring high traffic.

Diversifying Anchor texts include,

  • Video Links
  • Image Links
  • PDF Links
  • Brand Name
  • Website Address
  • Natural Unoptimized Terms

Sites with heavy usage of Exact Match Anchor text, which are directed to the deep links (category or subcategory pages) of a website is on the Top on the Penalized penguin 2.0 list.


As per our research after the Penguin 2.0 update, following are the recommendations for best Anchor texts practice.

Exact match Anchor Text should not exceed 30% for the main keyword to the homepage

  • 30% – Exact match Main Keyword ( Eg: Nike shoes)
  • 15% – Exact match  Variation (Eg: cheap Nike shoes, discounted nike shoes)
  • 20% – Secondary keyword (Nike Sport Shoes)
  • 5%  – Secondary Keyword variation (Cheap Nike Sport Shoes)
  • 10% – Brand  (Eg: Nike)
  • 10%  – URL  (Eg:
  • 10% – Generic  (Eg: Click here)

I hope you enjoyed the information, You can follow me on G+ to receive Industry trends and news. Comments are very welcome.

Category :

SEO News

Tags :

Diversification, Link Diversification, Anchor Text

About Jenifer Renjini

Jenifer Renjini Here at SubmitInMe, I write articles focusing on SEO trends and latest SEO updates, providing you the right information on the right time. My Life and Career both lie on the same graph, So Far So .... more info