If you're working on local SEO and wondering what type of anchor text to use for your first niche edit link to your LLG domain, the answer is simple: always use a brand anchor. This approach has proven to be the most effective way to build brand strength and improve your local search rankings. In this article, we will explore why focusing on brand anchors is the best strategy, how it ties into overall local SEO efforts, and practical tips on implementing this in your campaigns.
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Why Brand Anchors Matter in Local SEO
For the past couple of years, the focus in local SEO has shifted significantly toward building strong brand signals. Brand strength and site efficiency are the two main pillars that have the biggest impact on local search performance. When it comes to anchor text for links, the best practice is to prioritize brand anchors over keyword-rich anchors.
What is a brand anchor? It’s simply anchor text that includes the business’s brand name or a variation of it. For example, if your business is called “Felling Pro Tree Services,” brand anchors would be things like “Felling Pro,” “Felling Pro Tree Services,” or “Felling Pro Tree Care.” You can also combine the brand with location or service keywords, such as “Felling Pro Louisville” or “Felling Pro Tree Removal.” The goal is to keep the brand front and center while still including relevant context.
Brand Anchors vs. Keyword Anchors
In the past, many SEOs focused heavily on keyword anchors—using exact match keywords to try and rank higher for those terms. However, this approach often looked spammy and unnatural to Google, and it didn’t always lead to lasting results. Today, Google rewards natural, brand-focused signals that show a business’s true identity and authority.
By using brand anchors, you strengthen your brand’s presence in Google’s eyes and make your site look more trustworthy. This is especially important for local SEO, where Google wants to connect searchers with real, reputable local businesses.
Competitive Link Analysis: What the Data Shows
Data from thousands of competitive link analyses confirms the power of brand anchors. When analyzing the backlink profiles of the top-ranking competitors for local search queries, over 90% of the anchor text used is brand-related. This means that the most successful local businesses have backlink profiles dominated by brand anchors rather than keyword anchors.
This is not just coincidence. It shows a clear pattern: Google values links that reinforce the brand. If you want to compete effectively, your link-building strategy should mirror this pattern.
How to Use Brand Anchors Effectively
- Start with the brand name: Your first link should use your business’s brand name as the anchor text.
- Add location or service modifiers: Once you have brand anchors, you can add variations like “Brand + Location” or “Brand + Service.” For example, “Felling Pro Tree Care Louisville.”
- Use compound anchors: These combine your brand with keywords but still keep the brand as the focus.
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Entity Analysis and Brand Strength
Before you begin link building or any other SEO work, it’s important to understand how strong your brand is in Google’s knowledge graph. This is where entity analysis comes in. The knowledge graph is Google’s way of understanding who you are, what you do, and where you operate.
To measure this, perform a brand search using a geolocated browser. Ideally, at least 80% of the first two pages of Google results should be pages that reference your business’s branded location. If this isn’t the case, your first step should be building brand authority.
Building brand authority means creating and promoting branded assets online that Google can trust. This might include your website, social media profiles, citations, local business directories, and other content that clearly states your business’s name, address, phone number, and services.
Why Brand Authority Comes First
If Google doesn’t recognize your brand strongly, it will be harder for your site to rank well for local search queries. By focusing on brand strength first, you give Google plenty of validating data points to understand and trust your business. This makes all other SEO efforts, like link building and CTR improvements, more effective.
Google Business Profiles and Brand Validation
Your Google Business Profile (GBP) is a key part of your brand’s online identity. When you verify your GBP, you tell Google exactly who your business is, what you do, and where you are located. This information is critical for local SEO.
It’s important to keep your GBP up to date and linked to your website and other online assets. For example, linking from Google Business posts to pages on your site that confirm your business’s name, address, and services helps Google verify your brand.
Sometimes, GBP listings can go into reverification status, which means Google is double-checking the information. This can happen for various reasons, including spam or inconsistencies. Keeping your brand information consistent everywhere helps avoid these issues and keeps your profile healthy.
Helping Google Crawl and Index Your Brand Data
Google has become more transparent about the challenges it faces with crawling and indexing the massive amount of content created every day. With the rise of AI-generated content and a flood of new pages, Google is looking for ways to be more efficient.
The helpful content updates rolled out in recent years reward websites that focus on quality, efficiency, and clear brand signals. This means that leaving Google to figure out your brand information on its own is not the best strategy. Instead, you should help Google by creating and linking to pages that clearly validate your business’s name, address, phone number, and services.
By doing this, you make it easier for Google to pull your data into the knowledge graph, improving your brand strength and local SEO performance.
Common SEO Mistakes to Avoid
Many SEOs still make the mistake of focusing too much on keyword-rich anchor text or neglecting brand-building activities. Here are some common errors to watch out for:
- Using too many keyword anchors: This can look spammy and hurt your rankings.
- Ignoring brand signals: Failing to build brand authority makes it harder for Google to trust your site.
- Not linking Google Business Profile to validating pages: Missed opportunity to reinforce your brand with Google.
- Neglecting entity analysis: Skipping this means you might not know how strong your brand is in search results.
How to Build Brand Authority Quickly
Building brand authority doesn’t have to take a long time. Here are some quick ways to strengthen your brand online:
- Create or update your website’s homepage to focus on your brand name and key services.
- Set up and verify your Google Business Profile with complete and accurate information.
- Build citations and profiles on relevant local business directories.
- Publish content that references your brand name, address, phone number, and services.
- Link from Google Business posts to pages on your site that validate your business information.
- Use brand anchors in all your link-building efforts, especially your first niche edit link.
Conclusion: Brand First, Keywords Second
When it comes to local SEO, building a strong brand should be your top priority. Using brand anchors for your first niche edit link to your LLG domain is the best way to start because it strengthens your brand signals and helps Google understand who you are. Keyword anchors can come later as part of compound anchors, but brand anchors must be the foundation.
By focusing on brand strength and site efficiency, you align your SEO efforts with what Google values most in local search. This approach is more natural, less spammy, and leads to better long-term results.
Remember, your homepage should be optimized for your brand first, and every link you build should promote your brand name. Help Google by providing clear and validating data points about your business across the web. This way, you build a solid foundation for your local SEO success.
Frequently Asked Questions (FAQ)
What is a brand anchor in SEO?
A brand anchor is anchor text that includes your business’s brand name or a variation of it. It helps build brand authority and trust in local SEO.
Why should I use brand anchors instead of keyword anchors?
Brand anchors look more natural to Google and help strengthen your brand signals, which are more important than keywords in local SEO.
How do I perform entity analysis for my brand?
Use a geolocated browser to search your brand name and check if the first two pages of Google results mostly show pages referencing your business’s branded location.
What if my Google Business Profile goes into reverification status?
This can happen for various reasons, including spam or data inconsistencies. Keep your business information consistent and accurate across all platforms to avoid this.
Can I add keywords to brand anchors?
Yes, you can create compound anchors by combining your brand with locations or service keywords, like “Felling Pro Tree Care Louisville.” This keeps the brand as the focus while adding context.