Text links can increase link popularity more than image or banner links. This is because the text of the link, typically called the “anchor text”, influences the ranking and popularity of a web site.

For example, if the anchor text of a text link to your web site is “fun web site”, then your web site will be known as a “fun web site” and your ranking and link popularity for the search term “fun web site” would be increased.

Text links also have a higher click through rate (CTR). Click through rate is the average number of clicks per one hundred impressions, and is usually expressed as a percentage (%). For example, when a text link or banner is displayed 100 times to visitors of a web site, and 1 visitor clicks the text link or banner, the click through rate (CTR) would be 1% for that text link or banner.

Text links are said to have a higher click through rate because of the “banner blindness” of visitors. “Banner blindness” is a term used when a visitor skimming a web page does not see or notice banners. “Banner blindness” most likely occurred due to the overuse of banner ads.