What is a quality incoming link? This article describes the key characteristics of a perfect link. For explanation purposes, the sample company is a shoe retailer called Fred's Sports, and the keyword phrase being optimized for is "blue Nike sneakers". Key word phrase in anchor text Unless you put your keyword phrase in the anchor text (the text that describes the web site being linked to), you are wasting a lot of link power. Unfortunately a lot of people don't know this an end up putting their