follow a lot of your posts. Many good advice, specially if you know how to read between the lines!
one question: what would you do, if the number 1 site for the niche, has shit load of exact match backlinks? how would you overcome that?
The thing is because there are so many factors google takes into consideration sometimes you will see a site with more exact match anchors. You have to be careful. It may have something "protecting" it that you don't have. Age, higher trust. All sites aren't really treated equally. If you blast a 6 month old site with exacts, you can kill it, but it's very hard to do with a 5-10 year old site. And by 5-10 years, I don't mean anything to do with the domain age, I mean the actual time raking for what it's ranking for which is the important thing when it comes to age.
In general I would just keep the same approach of being careful with my anchors, building virtual silos with aggressive internal linking anchors and backlinking the nodes in the virtual silos to further boost the main page.
If this still isn't working you can certainly go for a couple of partials and an exact to see how it responds. Just keep it slow and controlled. Try 1 exact from a strong contextual and see how it responds, then try another 1-2 partials and so on. Don't repeat exacts, so if you have "best toaster", your next exact would be "toaster reviews", then "the best toaster", "the best toasters", "best toaster 2020" and so on. You won't hurt your site with a couple of exacts, it tends to be more problematic when you're just hitting every page with exacts. This definitely will trigger an unnatural link building penalty of some sort. If you have an authority site that's getting tons of different backlinks, and it has a batch of exacts, it won't stand out.
Imagine fake reviews on a bst..
Take a brand new bst, with no real reviews and give it 10 "exact match" reviews. Ie, overly positive reviews "Super amazing service. I am so happy. I'm on page 1 now for loads of tough keywords. Will be using this service again!"
Easy to spot.
Now imagine an older bst that regularly gets dozens of real reviews and add in some overly positive "exact match" reviews. It will be hard to spot.
This is what google is like, except it's a computer program so it's even harder for it to spot things unless they are really blatent.
If a fairly new site is getting a bunch of backlinks to its inner pages, and almost all of them are exact match, it's easy to programatically spot this.
I don't think penguin is some simple ratio. This is precisely why you see sites ranking high with a ton of exact match.
1 site might get 3 exact match per month for 3 years and end up with 36 of them. Another might do 10 in 1 month and get a penalty.
On your inner pages, this is how your backlink anchor text profile should break down.
- 35%-45% of your links should fall in the Brand, Natural, and URL Anchor category.
- 50%-60% of your links should fall in the Key Phrases Mixed Into Anchor category.
- Up to 10% of your links should fall in the Exact Match Anchor category.
This is just plain wrong.
35% is very low for brand/url/natural.
50-60% phrases is very high. Almost no real site has 35% brand and 50-60% phrase + 10% exact.
10% exact is HUGE. *HUGE*
If you have 500 backlinks, you're going to have 50 exact match anchors.
I don't ascribe to ratios, but you should be looking more at 70-80% brand/naked/natural, 20-30% phrase/lsi and at most 1% exact, 2% partial.