How to Use Keywords in Link Building the Right Way?

If you’re building links for your website, you need to know one thing—keywords can make or break your results. You can create 100 backlinks, but if you don’t use the right keywords inside them, you won’t see real growth. And in the worst case, you could even damage your rankings.

Link building is one of the strongest signals Google uses to decide if your site is worth ranking. But here’s the truth: most people get it wrong. You either can’t get backlinks from trusted sites, or when you do, you don’t use the right keywords inside them. And that’s why your site stays stuck.

When you add a backlink, you directly tell Google what your page is about. That little blue text (anchor text) you click, that’s where your keyword goes. And if you place it technically, you send a clear signal to Google that your page should rank on a particular keyword.

If you want your backlinks to actually push your site higher, you have to master one thing: how you use keywords in link building. Because without the right keywords, even the best backlink is wasted.

What are Keywords in Link Building?

When you build a backlink, there’s always some text attached to it. That clickable text is called anchor text. And that’s where your keyword lives. Now here’s the thing—you can’t just pick any random word. The keyword inside your link tells Google what the page is about. If your anchor text says “best link-building SEO service”, Google connects your page with that phrase. 

But if your anchor text says “click here”, you wasted your chance. This is why keywords are so important in link building. You’re not only getting a backlink, you’re also sending a signal to search engines. The right keyword in the right place can move your page up in rankings. The wrong one can make your backlink almost useless.

Having said that, when you create backlinks, whether free, through a link-building SEO agency, or with tools, you need to carefully choose the words people will click on.

Why Keywords Matter in Link Building?

When you see a backlink, you might take it as another link. But the truth is, not all links are equal—especially when you look at how those keywords inside the link shape your SEO.

Let us drop some real facts and numbers here for you:

• Ahrefs found that pages ranking #1 on Google receive approximately 3.8 times more backlinks than the pages ranking below them. And they come from more referring domains, too. So, if you think one or two links will push you to the top, think again. You need quality, plus the right anchor keywords.
• Link building remains crucial in 2025. A study shows that 91% of content fails to rank if it doesn’t get quality backlinks. You can’t ignore this part. Because you need keyword-focused backlinks if you want to be seen.
• And here’s the oil to the fire: 89% of link builders say that no‑follow links still impact rankings. Even those links you thought didn’t matter—they help, especially if they carry keywords. 

Here’s how that matters to you:

When you use exact-match or partial-match keywords in your anchor text, you’re literally telling Google what your page is about. And that pushes to rank higher.

Google doesn’t just look at raw link volume—it sees those keywords as relevance signals. If the words in your link match what your page is trying to rank for, you get more authority.

But you can’t just spam your keyword repeatedly. Anchor text needs variety—mix it up with branded terms, generic phrasing, and natural wording, or Google might push back. 

Also Read – What is Crawl Depth in SEO?

Types of Keywords in Link Building (with Examples & Use Cases)

1. Exact Match Keywords

An exact match means your anchor text is the same as your target keyword. For example, if your keyword is “link building SEO”, your backlink will have this exact phrase. 

It’s a great way because it directly tells Google what the page is about. But if you keep using it too much, it will be so robotic.

2. Partial Match Keywords

Partial match adds extra words around your main keyword. These links look natural while still keeping the keyword inside. 

For example, instead of just “link building SEO,” you can write “best link building SEO agency” or “tools for link building SEO.” 

3. Branded Keywords

Branded keywords use your company’s name with or without your target keyword. For example, “Appco Software link building services.” 

This builds trust because it shows Google that people are mentioning your brand naturally. It’s also safe—you can use branded anchors often without risking penalties.

4. Generic Keywords

Generic keywords don’t have your target keyword at all. But generic keywords are things like “click here,” “learn more,” or “this website.” 

While they don’t boost SEO much, they make your backlink profile look balanced. If all your links had keywords, Google would get suspicious.

5. Long-Tail Keywords

Long-tail keywords are longer and more specific. For example, “How to create backlinks for small businesses.” Now you can understand that long-tail keywords are great for capturing niche searches and voice search queries. 

Even though search volume is smaller, people who are searching with long-tail keywords are usually ready to take action.

Also Read – Top 15 SEO Trends

Different Types of Links

When you start building backlinks, you’ll notice not all links are the same. Some links are strong, some are weak, and some can actually drag your rankings down. If you want to use keywords in link building the right way, you first need to understand the different types of links you’ll deal with.

1. Do-Follow Links

This is the link you want the most. A do-follow link passes authority from one site to yours. When a high-authority site gives you this type of backlink, it’s like a vote of confidence in Google’s eyes. You will rank better if you get enough of these.

Use case example:

2. No-Follow Links

No-follow links still bring referral traffic and can make your backlink profile look natural. And in fact, Google also likes when you get no-follows from big names like Forbes, Wikipedia, or Quora.

Use case example

3. Sponsored Links

If you pay for a link, it must be marked as sponsored. Google is strict here, though. If you don’t use the sponsored tag, you could get penalized. Sponsored links don’t carry as much SEO weight, but these types of links still give you exposure and sometimes traffic.

Use case example

4. UGC (User-Generated Content) Links

These come from forums, blog comments, and community sites. And because UGC links can be spammy, Google takes them carefully. But if you get it from trusted forums or communities, you’re good to go with them.

Use case example

Also Read – Top 10+ Free SEO Tools for Auditing & Monitoring

How to Evaluate a Backlink’s Value?

Not every backlink is good for you. Some will push your rankings higher, while others can sink your site. That’s why you can’t just grab links blindly. 

If you do, you’re not only wasting time—you might even hurt your SEO. You have to check the real value of every backlink before trusting it. Here’s where to start:

1. Check Domain Authority:

You don’t want weak links. Simple as that. Always check the domain authority (DA) or domain rating (DR) of the site giving you the backlink. A link from a site with DA 50+ is gold compared to some dead blog nobody reads. You can use tools like Moz, Ahrefs, or SEMrush to find this number in seconds.

2. Look at Relevance:

Relevance is everything. If you run a Shopify store, a backlink from a food blog won’t make sense. Google values links from sites in your niche because it shows your content is trusted in that industry. 

3. Check Traffic Quality:

A site can have a high DA but no real visitors. That’s a red flag. You need backlinks from sites that actually get traffic. And not just traffic, but the right kind of traffic. For example, if your goal is a local link-building service, make sure the website has an audience in your city or region.

4. Placement of the Link:

Where your link sits matters a lot. A backlink hidden in the footer or buried in a sidebar is weak. But adding a link inside the main body of an article is really a good thing. Because that’s where real readers see it, and Google knows it’s more natural.

5. Anchor Text Used:

The words linked to your site (anchor text) tell Google what your page is about. If someone links to you with “high-quality backlinks” as the anchor, it’s strong. But if every link is an exact match, it looks fake. That’s why you need a mix of branded, partial match, and generic anchors.

6. Outbound Link Profile:

If the site linking to you is full of spammy ads, gambling, or irrelevant links, run away. Google may count that as a toxic backlink. Always check how the website is linking out to others.

Why should you hire Appco Software as your link-building SEO agency?

When it comes to SEO, you already know backlinks are the backbone. But building high-quality backlinks is not easy. Random outreach, spammy sites, or cheap tricks will only harm your rankings. What you need is a trusted backlink building service that knows how to create links the right way. 

At Appco, we don’t just throw your site into link farms. We focus on getting backlinks from websites that actually matter. With the right link-building tools and proven outreach methods, we make sure your links come from real, relevant, and high-authority domains. This is what gives your site the trust and visibility it needs.

But backlinks alone won’t solve everything. Our team also looks at the big picture. From fixing issues with on-page SEO tools to improving technical SEO, we make sure your site is ready before we push it with links. Because without a strong base, even the best backlinks won’t bring results. Hiring Appco Software as your SEO link-building service means you’re not just getting links—you’re getting a complete growth strategy. 

Keywords in Link Building FAQs