Text surrounding a link can have a positive influence on ranking but there are many factors that come into play when we talk about surrounding link text. Because there are so many variables you should understand at the outset of this article that in some cases surrounding text will prove helpful in building link value and in other cases it will have no influence at all on the link value.
Surrounding text in the direct vicinity of a link is important although anchor text is still far more powerful as an optimization tool. Content and context of the surrounding link text are also key to whether or not the surrounding text will add valueto the link. If the surrounding text contains keywords and the context of the keyword within the text is tightly aligned to the relevancy of the webpage or your site the chances are greater that the search engines will decide your page is more relevant than perhaps another page from a competitor site.
Although none of this has been proven yet there is mounting evidence that the proximity of keywords and targeted search terms will play a fairly important role in SEO algorithms for passed link values and rankings.
According to SEO Ibiza Google now looks at factors in the content and text around the links.
You can now rank for other peoples content if they link to you!
In SEO Ibiza’s article dated 29 Dec. 2009 the following appeared as confirmation that search engines are in fact using nearby text for rankings.
“This week we have seen a site ranking for specific keywords from the body /content of the linking site.
The keyword string is 5 words long.
The ranking site ranks for keyword 1 + 2
The linking page url and titles do include keywords 3-5
The ranking site does not contain keywords 3, 4 and 5 at all.
The Google cache shows the usual-
“These terms only appear in links pointing to this page: keyword3 + keyword4 + keyword5
Repeat, keywords 3, 4 & 5 are NOT link anchors, they are merely just on the page /url / titles of the linking site! There are definitely no incoming links whatsoever with anchor text keywords 3, 4 or 5.
Running the search with Keyword1 + Keyword 2 + Keyword3 + Keyword4 + NEWKeyword6 removes the ranking site from the SERP, ie it’s just these 3 words, and definitely because of the linking sites links / content.”
People are looking and beginning to find the proof that nearby link text is being used as another factor in SEO ranking so rather than be left behind you should begin thinking about the content & text around your inbound links, because now it can help you to rank!
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Link Series-Surrounding text (near-link relevance)
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