This is the visible text in a HTML link element, <a href="urlhere">anchor text</a>. The text is supposed to be underlined to indicate it links to an other page or piece on content. The anchor text is considered the holy grail of todays search engine optimisation companies. Google the top search engine uses the anchor text to categorise the page it links to.
A nice example is the Google search term , if you enter this text in the search box the top ranking web page is the download page for adobe acrobat reader. The interesting part is that the text is nowhere to be found on their page, they don't use this text as it is considered bad usability. So how come they rank number 1 for . The explanation is as simple as it is interesting. There are so many sites that use click here as the anchor text in the link to download the acrobat reader, that Google rates adobe the number one site. The implication is huge, if you can get tons of links with proper anchor text to your site, you can rank for words that don't even exist on your site. How is that for content is king.... Also note that this adobe page even got site links for this search term, indicating they are the authority site on . We decided to help adobe out and give them a few more backlinks.
Our advice think very carefully when choosing your anchor texts during your link campaigns.
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