🔗 Keyword vs User Optimized Anchor text
You might have heard of many ways to optimize anchor texts based on keywords.
However, Google considers more than just keywords in anchor text when reranking documents.
Google profiles users to serve them the best possible personalized content.
Based on user profiles, anchor texts can carry different weights for reranking.
Google collects both implicit and explicit feedback from users to profile them based on their areas of interest.
🌴 This feedback could be from:
- Past searched queries
- Consistent queries
- Search bar autocomplete options
- Bookmarked URLs by users
⚠️ These reranking processes affect only users for whom the SERP is personalized.
📈 Here's How It Works:
- 🍏 A search engine calculates a document's IR score and personalized anchor text score in response to a query term.
- 🍏 Search engines identify a list of documents in response to the query terms.
- 🍏 The IR score for a single document from the list is determined based on its content and the query terms.
- 🍏 The personalized page importance score of the identified source documents is then calculated based on user-specific parameters.
- 🍏 After calculating the personalized page importance score, the personalized anchor text score is determined.
- 🍏 The personalized anchor text score and IR score are combined for the personalized reranking of documents.
💡 The Takeaway:
- Anchor text optimization is more than just using keywords when linking to a page.
- When optimizing anchor text, it's important to consider all potential segments of the target audience related to the page's main topic.
- Addressing multiple facets of the target audience in the anchor text of a targeted page could lead to improved reranking, when the personalized anchor text score is calculated during the reranking process.