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Creating the Desired Search Result and Hypertext links

Google Story

Anchor text

Probably one of the most important elements of keyword use is in anchor text. Anchor text is text found on a given web site that appears to be a hyperlink. The following link contains an example of how Hyperlinks work.
In fact, anchor text has become such a major inclusion on web pages that companies often use it without any thought as to how it could affect their search engine rankings. How you use anchor text does matter, however, because anchor text is one of the most important search engine ranking factors. When a search engine looks at your web page, it automatically follows all the links that you have on the page. If those links (or even a large portion of those links) are text-based links, that’s even better, because then what the search engine sees is not just the link to another page, but also your keywords. It is not enough just to make all your links text-based, however. There is a fine science to taking advantage of the power of anchor text.
The first thing you should understand is that there are two kinds of anchor texts: 1) yours and 2) those that you did not create.
It really is important that you consider not only how you link with other people, but also how they will link back to you. For example, if you do a Google search for the term "click,” you will find that the Apple QuickTime web site is at the very top of the list. This is not because Apple loaded down the QuickTime site with the keyword "click." What has actually happened is that many people link to QuickTime using the word "click" in their anchor text. This is not hard to believe, because most web sites that use the QuickTime application usually include a text link to "Click here to download" or something similar. As you can see, it is not just your own anchor text that matters. How your site is included in the anchor text of other websites which give you inbound links is also important.

Page title contents are displayed in Search Results

Search engine optimization affects only organic search results, not paid or sponsored results such as Google AdWords. If your document appears in a (SERP) search results page, the contents of the title tag will usually appear in the first line of the results .
Words in the title are bolded if they appear in the user's search query. This can help users recognize if the page is likely to be relevant to their search.
The title for your homepage can list the name of your website or business and could include other bits of important information like the physical location of the business or maybe a few of its main focuses or offerings.
Use brief, but descriptive titles and the web page title can be both short and informative. If the title is too long, Google will show only a portion of it in the search result. In addition, using extremely lengthy titles are unhelpful to users. Therefore, one should create a title tag the same way you would describe a concept in plain English.