The importance of anchor text links to YOUR website

Whilst carrying out research for a client I noticed that for the term "health and safety consultant" the second listing on the page did not make use of the keyword consultant in it's page content instead Google advises when checking the cache:

"these search terms have been highlighted:

health

safety

These terms only appear in links pointing to this page: consultant"

If ever this was enough proof to show you that external links AND the anchor text of those inbound links to your site are VITAL then this is an excellent example.

How long they will be listed for I do not know but there's lots of good content there, at first glance anyway.

For more details check below

http://66.102.9.104/search?q=cache:
5PrJXtHFp0AJ:www.healthandsafety.co.uk/
+health+and+safety+consultant
&hl=en&gl=uk&ct=clnk&cd=2&lr=lang_en


So you can list for competitive keyword phrases without having to always include the actual phrase within your content. The next bit of research would be to find out the number of backlinks, who links to the site and the anchor text used (is it the same or does it vary across sites?)

Cheers

ukdaz