One of the least mentioned and advertised part of Search Engine Optimization is not so much getting a link on as many different pages as possible, but the keyword associated with the link, and the relevance that keyword has to the domain, url, or website it is being linked to.
Many individuals and indeed companies when venturing for a SEO services strategy often focus on the url, website or domain, and aim to ensure that the keywords associated with the url, as well as the description and title of the url are all relevant for an effective SEO campaign. This is all true and good, there is nothing wrong with trying to ensure every aspect of a site’s SEO campaign is relevant, to the domain, title, keywords and descriptions(there is a school of thought that keywords should not really be focused on as opposed to title and description, if the SEO is primarily aimed at Google, since Google focuses more on the title of the page than the keywords, that being said, other search engines do pay particular attention to keywords and it will do no harm to leave them in place), but enough attention equally needs to be paid to the text description associated with the link, url, or website.
One of Google’s key algorithms, and indeed any search engine’s algorithm to determine placement for SERP(Search Engine Results Pages) focuses on the proximity of the keyword being searched for(i.e. how soon it occurs on a page), and the density of the keyword(how often it occurs on a page), with this in mind it is absolutely crucial that whatever text description or text link being implemented into a SEO campaign is chosen for it’s relevance to the domain and indeed the SERP.
This is not enough, as long as the link to the Web site or the site, but link text to ensure that any site using the same spread of the title, description and keywords, as well as scattered in the body of the main page. This is one of the ways of determining if SEO services can do what they claim, simply showing them the site in question, and asking for an initial consultation.