importance of on-page factors
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Anchor text
Anchor text is text that appears inside a link (between the a-tags). Remember how we discussed the importance of building external links to your site, which mention your keywords? Well, the same goes to internal links between pages on your website. When you are linking from a page on your website to another page on your website you have to try to use the target page keywords in the link text. This helps to increase ranking of the target page in respect to that particular keyword.
Let's take our old example with car engine pages. Say, you are writing content for your diesel engine fuel economy page. It would be a good idea to mention that hybrid engines offer even higher level of fuel efficiency and hyperlink the keywords to the hybrid engine page. This will help improve ranking of your hybrid engine page in relation to the hyperlinked text.
Internal anchor text on your own pages are typically not regarded as important as external links with anchor text pointing to your webpages but still provide considerable support to your page ranking when done properly.
I would say that the two main pieces of anchor text on any website are very often neglected – the menu and the sitemap.