Page Rank by Livecustomer.com - Google is constantly updating their methodology, their primary concern being the number of naturally occurring links. This is a crucial concept to consider when determining which text links to purchase. The descriptive text (anchor text) used to link to other sites is another ingredient of the PageRank algorithm. Search engines associate a website with the anchor text of incoming links. The founders of Google defined PageRank as the chance that a random surfer will find a particular website. The chances of finding the website are influenced by what other sites say about a particular siteÆs content. Therefore, the text a site uses to describe another site (anchor text) influences the outcome of a particular search.