Text (usually displayed in color) which is "hot", or hypertext. End users click on the text to display the Web page specified in the HTML code. For example, in the HTML code a href="http://www.traveltheworld.com"Travel The World/a,' Travel The World' is the link text displayed in color. End users click it to jump to the www.traveltheworld.com Web site.
The part of a text link that is visible to the reader. When generating links to your own site, they are most effective (in terms of ranking) if they include your keyword.
Also known as anchor text, this is the wording used in a text link to a website. Google and some other search engines do include any keywords that may be in this link text when their algorithms sort out the ratings of result pages, whilst other search engines do not.