Glossary
Anchor text
Anchor text is the visible, clickable words of a link, which tell both readers and search engines what is on the other side.
Descriptive anchors carry meaning; ‘click here’ and bare URLs carry none. The same is true internally, where your own anchors are one of the clearest signals about what your pages are for.
Why it matters to you
It is free and almost entirely within your control on your own site. Repeating one exact phrase on every link looks manipulative, so vary it naturally.
An example
Linking with the words 'what a website costs' tells a search engine what that page covers. Linking with 'read more' tells it nothing at all.
Where this comes up: search engine optimisation .