Now more than ever, SEO copywriters must be mindful of the link anchor text they choose. Google is cracking-down on sites that display unnatural anchor text (for both outbound and inbound links.) Even internal links throughout a website should be relatively natural to avoid penalization..
In many cases, SEO copywriters are responsible for site linking and anchor text writing; and only the mindful SEO copywriters will respect the rules of Google Panda and Penguin. The adaptive SEO companies that evolve their core concepts and service principles will thrive.
One concept that should be top of mind for all SEO copywriters is co-occurrence.
Understand Co-occurrence. Re-think On-Page SEO.
Co-occurrence was coined back in 2012 by the grand daddy of Moz.com Rand Fishkin during a Whiteboard Friday presentation. Rand explained the roots of co-occurrence by sharing examples of completely un-optimized websites that ranked highly in Google for competitive keywords. Backlink scans of these websites showed little to no optimized anchor text in the link portfolio.
The reason why these websites rank so highly is co-occurrence - the occurrence of certain (key)words in the text surrounding a link can influence the keyword relevancy of that link.
For example, think of a blog post that mentions the word "auto insurance" several times in one paragraph. There's a completely natural outbound link in the paragraph to another website. Based on the idea of co-occurrence, Google may find the website receiving the link relevant on "auto insurance."
Co-occurrence has create quite a stir among the SEO community. Spanning from local SEO to ecommerce SEO, many different search marketers are being mindful of co-occurrence in their SEO practice.
SEO copywriters in particular need to keep this principal in mind. Rand's compelling evidence makes a strong case about co-occurrence that most definitely influence SEO copywriting best practices.