Anchor text is the text used to describe a link when turning it into a hyperlink using HTML or XHTML coding. For example, if a web page had a link which the web page creator wishes to hide under text, the HTML code will turn a word or a phrase into anchor text, and that will work just like a normal link would. Anchor text is a valuable search engine optimization tool because the word or phrase used in anchor texts can pertain directly to the landing page content, or be one of the major keywords that the web page is trying to rank for. Anchor text is also heavily weighted in search engine algorithms, as algorithms look for the most relevant results for a search query and anchor texts are frequently relevant to the content of the landing page.