Anchor Text
Anchor text is the clickable words in a link that users can see and read. These words tell people what they will find when they click the link. Good anchor text describes the page you're linking to in simple, clear language.
Write hyperlink text that makes sense to humans first. The words should match what the linked page is actually about. You can use Keyword Research to pick better words, but the text must read naturally and help with User Intent Matching.
Search engines look at the text in links as one of the main Ranking Factors when building links through Content-Based Link Building. The rules change with Algorithm Updates, but the basics stay the same. Use different link text across your Internal Links and Backlinks to help Link Equity flow better.