This is anchor text. It’s the clickable text in a hyperlink. This is exact match anchor text. It’s anchor text that exactly matches the target keyword of the page to which it links. Anchor text informs the crawling search engine about the topic of the linked-to page. Exact match anchor text is more valuable than non-exact-match anchor text, but too many exact match links can appear spammy and can negatively impact a page. Moral of the story: a little bit of variety is good!
