Anchor text is the visible hyperlinked text on a web page. It gives the user descriptive yet relevant information about the content of the page where the link is destined to point. Make sure you use keyword rich anchor texts while getting links to your site, but using too many keywords for your inward links can cause search engine penalties. You should vary your Anchor texts for your incoming links make them look as natural as possible, by using simple words like “click here” or your site domain name.
Similarly, using the same link text for all your links can cause the search engines to raise a red flag against your website, which can be dangerous for your website. Continuing to get links for your site with the same link texts can cause your website to be penalized by the search engines.