The short answer to that is: pretty often. The long answer? Well, it starts with a definition.

Whenever we talk about link-building, it seems necessary to mention organic SEO – where other websites link to your website “by themselves” (as opposed to an “artificial” link exchange) because they genuinely find it useful. Why is this important? Because once you understand what search engines are looking for in links, you’ll know how to dominate the rankings.

Relevant to the question, search engines try to measure the “originality” of the link – that is, the chances that this link was natural or “artificial”. Since most of the links (and almost all of the ones that you will get in the beginning) pointing to your website are artificial, you have to make them look organic to avoid any penalties from the search engines.

For example, suppose that you are setting up a website on copywriting. Assuming that you have the on-page optimization done and dusted, let’s talk about how you can regularly change your anchor text.

Your Anchor Link Strategy

First, we take your core list of keywords:

• Copywriting techniques
• Learn copywriting
• Copywriting seo
• Copywriting tips
• Copywriting course
• Copywriting services

And so on.

Now, take each keyword, work it in an attractive headline and write 1-2 lines describing your website – no hype, no keyword spamming – make it attractive and useful to the reader. Make sure that each description is different – it cannot be totally different, but it should change a bit.

If you do that for each keyword, you have 10 or more sets of link details – the headline makes the anchor text and the 2 lines will act as a description. Once you have this set, start from the first combination and switch to the next one after 25-30 links.

This way you can cycle through your list and maybe get to 300 to 400 backlinks before you get through your set of anchor text and description combinations. If you have fewer core keywords (a tiny niche), you can space out the changes – say every 50 links or so.

What to do when the list is up?
Alter the anchor text and descriptions for each keyword and do that for the whole list, then start all over. If you follow this formula not only will you be able to regularly alter your anchor text (and thus make the link-building process look natural), but by targeting so many keywords within the list you can also end up ranking highly for all of them.