When you create something useful—an article, a product page, even a free tool—it helps to ensure people can find it through search. But while keyword targeting helps pages appear in search results for relevant queries, keyword stuffing can have the opposite effect, turning helpful content into spam. For example, this link has the anchor text “google rankings”:When this anchor text matches the target keyword of the page it links to, it’s called exact match anchor text. Here’s an example of a natural backlink profile:Link-building is a core part of SEO, but it’s not helpful to obsess over the anchor text of every URL. Focus your energy on getting links in the first place, and leave the anchor text to the person linking to your site.