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Search results are missing pages that have the searched term within a link.
To provide the best results, we don’t add the text within links to the page that contains the link. We do however add that text to the target page's search terms.
To clarify: Imagine we have two pages - home.aspx and contact.aspx. If home.aspx has the following code: <a hef='contact.aspx'>Contact us now</a>, that 'Contact us now' text is added to the search meta data of the contact.aspx page. Hence if someone was to search for 'us now' or 'contact' the contact.aspx page would be shown in the results.
This provides the most appropriate results to the user.
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