Links within your own website are just as important as backlinks (i.e. links pointing from other websites to your site).
Anchor text should be part of your SEO link building strategy.
Anchor text is the text within a hyperlink. This is important, as the search engines analyse this. For example www.marketingcompass.co.uk …or… The Marketing Compass impartial marketing advice.
Search engines examine anchor text, in order to figure out what the destination web page is about. They are doing their best to be helpful to the searcher. Think of it this way, Google would like to know as much as possible about the subject of the page to which the link points.
Therefore, inserting keywords into anchor text helps search engines such as Google, Bing and Yahoo to do a better job.
Have you noticed how Wikipedia uses anchor text? One topic leads to another and yet another.
Wikipedia is at the top page 1 for millions of items and I have no doubt that its extensive use of anchor text has helped it to get there.
Here is a tip: if someone wants to link to your website, send them a pre-prepared hyperlink (along the lines of the one above – but with your URL / keywords within it). Here is another tip, within your website, all of your links to other websites should open up in a new browser window.