As we have learned, the anchor text that forms a part of a link is an important ranking element for the destination page. The anchor text serves as a signpost to the search engines as to the content and subject of the destination. This principle applies with respect to both external links and internal links.

Links with anchor text such as Click here, Go home, and Read More are missed opportunities. The search engines index this anchor text and attempt to divine the content of the destination page.

You can see this principle at work, by performing a Google search for the phrase Click here. The number three result is the download page for Adobe's Acrobat Reader. The reason? Over 935 million web pages have linked to the Acrobat Reader download page and some have used the non-descriptive anchor text Click here. Google's algorithm works properly here, but can only return the result based on what it reads.

In your web marketing efforts, avoid this result by simply creating...