Found this blog post at SEOMoz for last week's Whiteboard Friday, and thought I would share it.
The video and transcript is here if you'd like to read/watch more.Imagine this: you're checking your rankings, and you see a page ranking number 6! Awesome! But wait…you never optimized for that keyword. How did you end up there? Hmmm…
The answer, dear Moz friends, is likely co-citation.
It seems that anchor text isn't really dying, and that its being replaced by co-citation. Rand has also given a few good examples of how sites are ranking for "keywords" seo's never optimized for.
What are your thoughts on this, and how do you think it will impact your site the next time you optimize your site?