Many links have a larger indirect value when compared to direct value.

The anchor text and other page essentials such as the page title and headers may also assist search engines further classify the link. On image links the image alt text plays the task of the anchor text.

On the business web, a lot of links are bought and sold, and thus for search engines to remain
appropriate they must find ways to manage link purchasing. Some of the things you may want to look for when buying links to help enhance your ROI and decrease your risks:

1. Number of links are on the page?
2. What anchor text can you make use of?
3. What is the cost variation among site wide and individual page links?
4. What the Page Rank of the page should appear?
5. Who should links to the page and to the site?