Anchor Text

The anchor text is the text part of an anchor tag that the visitor can click on. Most browsers display the anchor text in blue font and underline it. This draws the user's attention to it.

Anchor text should be descriptive so that the user will know what information he will find on the linked page.

Good: Back
Better: Back to the home page

For SEO you can use keywords in your anchor text.

Search engines try to understand what the linked page is about by reading the anchor text. They analyze the linked content and include it in their rating. This means the linked page's ranking can also be improved because of the anchor text.