Is this new? Anchors showing in Serps.

[MarieHaynes]

I was checking out a keyword today and I noticed several listings on Google that had a line underneath that said, "Jump to keyword".  The "keyword" was an href name anchor on the page.

Is this new?  Should we be including more anchors on our pages now?  It makes sense as it helps the reader to navigate the page.

Here is a photo of an example:

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[RyanKent]

Last year Google made 400 changes to their algorithms. No reasons to suspect they wont do the same this year.

I had not noticed that feature before now. I checked the page and "natural treatments" is anchor text used on the page.

I also tried searching "thunderstorm phobia" and the results did not include the "Jump to Natural Treatments" text. When I tried searching for "natural treatments thunderstorm phobia" then it appeared.

I had not ever noticed the feature before now. I am not sure how it will impact CTR but it does appear interesting.

[JamesNorquay]

Hi, I have seen this happen for quite a while on Google I remember mid last year I was first sent an email about this change where direct anchor texts are show on pages.

In my opionion it is Googles way of showing users that this specific term is of high importance, this can be due to the factors:

1. The website has many anchor text links with this specific term.

2. The internal link sctructre has many links using this term.

3. Users come to your website using this specific term, so Google shows relevence.

4. It could even be by a in correct re direct showing to this page from a keyword rich term that has the same anchor.

In the end of the day it is Googles way of showing users what they want.

It is like how you have Google auto over riding your title tags to show new terms.

[KeriMorgret]

It's not new. You can read some more information about when it first was reported in late 2008 over at Search Engine Roundtable. http://www.seroundtable.com/archives/018996.html.