Anchor text

Search engines read anchor text as a signal about the destination page's topic, which is why "download our pricing PDF" outperforms a bare "click here." Over-optimizing internal links with the exact same keyword-rich anchor can look manipulative and, on external links, invite a spam penalty, so vary the wording naturally. Anchor text is also an accessibility win: screen-reader users often navigate by pulling up a list of links out of context.