The Anchor Text
The Anchor Text is the visible text in a link, meaning that it describes in some way what we’ll find in the next page when we click on a particular link.
For example, if you are writing a review about a search marketing agency you could use this as an anchor text: “search marketing agency.”
The Anchor Text is an important element for search engine algorithms, precisely because it defines the content of each link, this often is forgotten by some Webmasters who simply use a “click here” or something like that. When you use the exact anchor text, it will be a lot easier to rank for your main keywords.
It never hurts to be a little creative and imaginative when it comes to using anchor text, try the Google keyword tool, Google keyword suggestions, etc.
SEO-wise using the right anchor text when building links is as important as using the right title on your meta data