At an SEO conference I attended the speaker said that Google wants the anchor text of a link to be more natural. Specifically you mentioned that the anchor text should be the company brand, the domain name/URL or a call to action (ex. “Click here.”) I thought this was an interesting idea for offsite linkbuilding. BUT, my question is…Does the rule also apply for on-site crosslinking between my webpages? Is there potential harm or a benefit to adding keywords to the anchor text of the links within my site?
