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In the future, Rand believes that anchor text will be replaced with co-occurrence, or co-citation. This is when Google ranks pages high in the SERPs, though the page does not mention the keyword query on the page. For example, Open Site Explorer came up #2 for the keyword Backlink Analysis, though Backlink Analysis was not mentioned on the page. However, there are other places on the web where the two terms are mentioned on the same page. Google has learnt from that that the two are somehow associated, and is reflecting this in the SERPs.