Posts: 4
Name: immigrationdirect2010@gmail.com
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Text that makes up a link is referred to as anchor text and it can be a powerful tool for search engine optimization. The text in the link tells the search engine what that page is about, and it is so powerful that pages can rank well for terms found only in links to the page and not on the page itself. (Type "miserable failure" into a Google search for an example.)
Customized text links are highly prized for their ability to improve rankings for specific search terms and it makes sense to use them on your internal pages, since those pages "count" when the engines look at links and relevance.
Image links are followed and counted as well, and the text in the alt attribute for the image serves the same function as anchor text. General theory holds that alt text isn't as "powerful" as link text, and for good reason. Webmasters who try to "game the system" stuff zillions of phrases into their image alts in an attempt to rank better for those terms. Because it isn't an element that is likely to be seen by users (unless they hover over an image), it can be more easily abused. In general, search engines prefer to give more weight to elements that users can see.
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