Suppose I'm writing a blog and I quote some particular fact that I read on another web site. As a courtesy to my reader, I insert a link within my text back to the reference I'm using. The link will be attached to a 'keyword'. Hence, the name contextual. Google uses these contextual links and the keyword to measure popularity of the referenced web page. The referenced web page calls the contextual link a 'inbound link'. Hence, many SEO Experts refer to inbound link campaigns.
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