Links or hyperlinks are how the web is navigated. To move from one website to another, or from page to page on a website, users click on links. Links are created using an HTML anchor element. Every link generally has at least two properties; the destination URL, or where the user will be taken if they click on the link; and the anchor text, or the words on the page that are clickable to the user.
Links and linking play an important role in search marketing for a number of reasons. One reason is that search engines use the number of links from external websites (backlinks) as well as the anchor text contained in backlinks as part of their algorithm to determine the topic relevance and authority of a web page.