Anchor Distribution
The variety of text used in links pointing to your site. A natural mix is essential for avoiding penalties.
Anchor distribution refers to the variety and ratio of clickable text (anchor text) used in all the backlinks pointing to your website. A natural "backlink profile" typically includes a mix of branded anchors (your business name), raw URLs, generic terms (like "visit website"), and specific keywords (like "care home in [town]").
Google monitors anchor distribution to identify "over-optimisation"—a sign that a website might be trying to manipulate rankings artificially. If 90% of your backlinks use the exact same phrase "best care home London," it looks unnatural to search engines and can trigger a ranking penalty. For care homes, a safe and effective distribution prioritises your home's name and location, while allowing for natural variations used by local newspapers, community groups, or directories.