A key aspect of gaining link equity (or link juice) from internal links is to have clickable text displayed to users that takes them on the next leg of their journey through your site. If the text of a link to a page matches the keywords on the target page, Google will give you the maximum value for that link. So if you design your pages with keywords in mind, you can write your link text to match the keywords of your destination pages.
- Chapter 6. Developing a Search-Optimized Site Architecture
- from Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content
- Publisher: IBM Press
- Released: April 2010
link text = link juice
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