As I demonstrated in earlier examples in this report (such as in the section on PageRank not being a strong factor in ranking), it s far more important that your links have the right anchor text than that you have a whole lot of links.

If you ll recall, the site valleygames.com outranks Yahoo! Games for the phrase play games even though ValleyGames.com has only 21,639 links (according to Yahoo!), whereas Yahoo! Games has a boatload of links (150,014). That s because of the anchor text.

So be sure that when you re getting links, you have the keywords that you want to rank for in the anchor text if at all possible.

Warning! A word of caution is in order here. You don t want every link to your site to have the same anchor text. Google sees that as link SPAM and will discount the links heavily. So be sure that you vary the link text some. I ve found that if you vary your link text in a 60%/30%/10% fashion, that s enough variety for Google to be happy. In other words, if 60% of your links contain your primary keywords, 30% a secondary set of keywords and 10% a third set of keywords, Google won t penalize you.

You want to be creative here, too. Your secondary and third set of keywords can be selected in a way that they reinforce your primary keywords.

Using the old time radio example, you could select these three link texts:

1. Old time radio
2. Old time radio shows
3. Old time radio show downloads

Since the second and third keyword phrases start with the primary phrase that you want to rank for, that really helps to reinforce your ranking for the primary phrase without throwing a red flag in Google.

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