There are several anchor types: exact-match (the target keyword verbatim), partial-match, branded (your name), naked URL, and generic ("click here", "read more"). Each sends a slightly different signal. A natural link profile mixes them — real editorial links rarely use the same keyword-rich phrase over and over.
Over-optimising anchors is a classic mistake. If a large share of your backlinks use the same exact-match commercial keyword, it looks manipulative and can trigger the Penguin-era link filters. Internally you have more freedom: descriptive internal anchor text helps both users and crawlers understand what a page covers.
The practical rule is to let anchor text describe the destination honestly and vary naturally. Prioritise clarity for the reader first; the SEO benefit follows from links that genuinely make sense in context.
