With apologies for the cheap trick of mentioning Paris Hilton to get your attention, coming to grips with the idea you're about to discover is critically important to your success with search engines!

Because while it's true that there are many factors that determine how well a page ranks in Google - did you know that one stands out above the rest? It's link text. (Also known as anchor text?)

So much so, link text can be the deciding factor when chasing top rankings for extremely competitive keywords.

And for sure can't hurt for lesser search terms.

You see link text creates what's known as "link reputation". Have enough links using the same phrase as the link text and Google can