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Branded or Generic Keywords in Anchor texts
#1
Does branded or generic kw's in anchor texts help to get ranked better? Even if the referred page keyword isn't present in the anchor text?
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#2
It helps?? Yes it does. But it in a minimal way. Now-a-days search engines have gotten smarter.

And anchor texts doesn't have to be exact. As long as they are relevant to the host and referred page (both), its fine.
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#3
Don't use unnecessary or irrelevant anchor texts. Using branded kw's just to get ranked is a foolish idea in my opinion. Yes, ofcourse you can use it but it has to describe the page otherwise not.
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#4
Just put the words which defines the referred page in an exact way.
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