Contextual link
A contextual link is a link placed within the main body content of a page, surrounded by relevant text that explains what it points to.
Contextual links are the gold standard in link building because their position and surroundings give search engines rich signals. The sentence around the link, the topic of the host page, and the anchor text all tell Google what the destination is about. That context makes the link more credible and typically passes more link equity than the same link placed in a sidebar, author bio, or footer.
They also tend to be more durable and more likely to send real referral traffic, since a reader encountering the link mid-article has genuine reason to click. This is why editorially earned mentions, guest posting placements, and digital pr coverage are valued: the link lives inside content people actually read.
The caveat is that context cuts both ways. A contextual link with an aggressive exact match anchor on an off-topic page can look manipulative and contribute to over optimization. The safest contextual links are topically relevant, naturally worded, and earned rather than mass-inserted as paid niche edit placements at scale.