The anchor text is the text that the user clicks on for a link. It is also what a web crawler uses to decide what the linked page is about. Therefore, a link using exact keywords in the anchor text is the ideal. Or at least it used to be, unless there are too many links with the same anchor text, as Google will penalise this as inorganic. Instead it is more effective to include some keywords in the anchor, separated by a few words, which will create a Partial Match. It is becoming better to use PMAT rather than Exact Match (EMAT).
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