Spider, ever since the Hummingbird update, you need worry less about "diluting" your keyword focus, because Google themselves no longer want to see the same keywords repeated over and over on a page. (Not that they wanted to see that before, but now they really
don't want to see it.
IMHO, the whole worry over "diluting" keyword focus was always overblown, and it was that concern led to an awful lot of crappy, keyword-stuffed content.
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An extreme example, but (sadly) not that far off from some stuff I've come across, and most of it inspired by misguided notions of "keyword density" and fears of "dilution."
Post-Hummingbird, it's less about "keywords" and more about "concepts" or "topics." Which actually in a way makes it easier for us. When you focus only on a particular keyword phrase, you take the chance you've managed to target a less-optimal keyword and another related phrase might have performed better for you. (Even if you've done your homework on keyword research. It's an art, not a science.)
Plus, if the market changes and people start using a different phrase to search for your product or service, you may find yourself having to start all over with your content. When you focus more on "concepts" and less on "keywords," you minimize much of those concerns.
What Google is looking for in the post-Hummingbird world is content that uses a variety of words and phrases to describe a common concept. Google then attempts to match that concept with what they think is the intent of the searcher. They don't want to see "keyword focus." They want to see "concept focus."
If your page is about
a particular topic, you have a chance to rank for searches that Google thinks are looking for that topic
, regardless of the exact words used on your page or in the search query. You should (and under Hummingbird, must
) include synonyms and related terms, not merely repetitions of the desired phrase.
So, back to links.
When we think about "what Google wants" the answer is actually fairly simple: they want what they think is best for the human visitor.
Using that standard, a link should generally be structured to give the visitor an idea of what they'll find on the page being linked to. So if the linked page is about a million dollar idea, the text around that link -- and in most cases, the anchor text of the link itself -- should convey that's the topic of the page the visitor will land on when they click that link.
Don't worry about "diluting" your keyword focus, since your page shouldn't be exclusively using one "target" phrase anyway.