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because the linked text is usually relevant to the landing page. The objective of search engines is to provide highly relevant search results; this is where anchor text helps, as the tendency is, more often than not, to hyperlink a few carefully selected words that are relevant to the landing page. Anchor text can also serve the purpose of directing the user to internal pages on the site, which can also help to rank the website higher in the search rankings. In his brief history of Web Search, Steve Robertson

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