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3.3 Link text (anchor text)
The link text of any inbound site link is vitally important in search result ranking. The
anchor (or link) text is the text between the HTML tags «A» and «/A» and is displayed as
the text that you click in a browser to go to a new page. If the link text contains
appropriate keywords, the search engine regards it as an additional and highly significant
recommendation that the site actually contains valuable information relevant to the search
query.
3.4 Relevance of referring pages
As well as link text, search engines also take into account the overall information
content of each referring page.
Example: Suppose we are using seo to promote a car sales resource. In this case a link
from a site about car repairs will have much more importance that a similar link from a
site about gardening. The first link is published on a resource having a similar topic so it
will be more important for search engines.
3.5 Google PageRank – theoretical basics
The Google company was the first company to patent the system of taking into account
inbound links. The algorithm was named PageRank. In this section, we will describe this
algorithm and how it can influence search result ranking.
PageRank is estimated separately for each web page and is determined by the
PageRank (citation) of other pages referring to it. It is a kind of “virtuous circle.” The
main task is to find the criterion that determines page importance. In the case of
PageRank, it is the possible frequency of visits to a page.
I shall now describe how user’s behavior when following links to surf the network is
modeled. It is assumed that the user starts viewing sites from some random page. Then he
or she follows links to other web resources. There is always a possibility that the user
may leave a site without following any outbound link and start viewing documents from a
random page. The PageRank algorithm estimates the probability of this event as 0.15 at
each step. The probability that our user continues surfing by following one of the links
available on the current page is therefore 0.85, assuming that all links are equal in this
case. If he or she continues surfing indefinitely, popular pages will be visited many more
times than the less popular pages.
The PageRank of a specified web page is thus defined as the probability that a user
may visit the web page. It follows that, the sum of probabilities for all existing web pages
is exactly one because the user is assumed to be visiting at least one Internet page at any
given moment.
Since it is not always convenient to work with these probabilities the PageRank can be
 
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