The importance of anchor text along with respect to a linking strategy cannot be overstated. Back-links are a huge part of the search engine algorithm. When initiating a linking campaign, it is vital that external sites link using the appropriate keywords and terms in the anchor text.
Almost always, linking candidates will certainly use the company name as anchor text. This does not provide any type of description of the target company’s products or services. Sure, it might be helpful for branding purposes, yet it isn’t usually needed. In most cases, companies already rank rather high (otherwise first) for searches that incorporate their brand.
Here is an example using fictional company “Acme Plumbing Supplies”:
Most people will certainly link simply using the terms “Acme”. This is alright, yet it does not describe the company’s products or services, nor provide any context. By adding the word “plumbing” or term “plumbing supplies” (i.e. “Acme Plumbing” or “Acme Plumbing Supplies”), you might be able to drive additional traffic that may not have actually otherwise attained the corporate site.