Anchor text is the clickable text that users will see as a result of a link, and is placed within the anchor tag
<a href="..."></a>. This text tells users and the search engines something about the page you're linking to. Links on your page maybe internal—pointing to other pages on your site, or external, leading to content on other sites. In either of these cases, the better your anchor text is, the easier it is for users to navigate and for Google to understand what the page you're linking to is about.
Always show descriptive text, the anchor text you use for a link should provide at least a basic idea of what the page linked to is about, 'click here' for example gives no clue and is uninspiring, a button with 'BOOK NOW' carries a far stronger message and is what is known as a "call to action" Avoid:
- writing generic anchor text like "page", "article", or "click here"
- using text that is off-topic or has no relation to the content of the page linked to
- using excessively keyword-filled or lengthy anchor text just for search engines
- creating unnecessary links that don't help with the user's navigation of the site, for example a long list of links with keywords all linking back to the same page.
Search engines are not stupid and are getting cleverer all the time, old, bad techniques designed to fool them are slowly be rooted out and penalties or ranking reductions applied, for example look how many major escort directories no longer command good search engine position due to past spammy link building techniques.