The text contained in (and sometimes near) a hyperlink.
Link text pertains primarily to text hyperlinks, as most other linking methods contain no text that is readable as such by search engines.
In the following example, the phrase “backlink analysis” is included in the link text.
Link text is becoming an increasingly important factor in search engine optimization. It is another example of off-the-page criteria. The assumption is that the external descriptions are relatively impartial in describing the target site’s content, in contrast to the descriptions written by the actual site owner.
synonym: anchor text