"The clickable text in a hyperlink is called anchor text.
Anchor text should be relevant to the page you're linking to, according to SEO best practises.
Although exact match anchor texts (including keywords) provide more value, over-optimized
anchor distributions will be penalised by Google, therefore you should have a natural, variable distribution
that includes branded, partial match, exact match, and bare URLs.
As one might expect from sites that naturally link to yours."
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