Link anchor text
Anchor text is the clickable text of a link. It signals to both users and search engines what the destination page is about — 'see our pricing' informs; 'click here' tells no one anything.
In practice
Internally, descriptive and varied anchors strengthen the engine’s understanding of site structure; generic anchors waste the signal. Externally, an over-optimized anchor profile — the same exact keyword repeated across dozens of links — is a well-known manipulation marker that filters detect easily. Natural diversity is the protection.