This  is a fairly useful element and the simple stuff which ensures that the likes of

• http://www.adobe.com/ 
•  http://www.xe.com/
• http://www.apple.com/

have the right to bear fruit from the simplistic search phrase; CLICK HERE.

*It is of the form below for basic html : ( check document type!)

 <a href="http://www.whatever-site.com/">Whichever phrase</a>

Anchor Text is a procedure which can get you to a prime search engine position, without even having such a keword or phrase, on your site. This is particularly obvious in Ireland where there may not be much competition ( none, is some cases), and where the achor is on an external site which has some credibility. Even one properly constructed anchor (link), can achieve almost magical results.

This is also an imperative, when submitting to directories. Forget about trying to brand a spurious-sounding company name ......use this opportunity for anchoring your ideal keywords to your domain and set a relationship within an S.E.'s algos.  By changing  the sequence of words within an anchored phrase, you can capture some additional  value that way. So try one search phrase on one directory and either a similar phrase in a different sequence, or a completely different but relevant search phrase; on any others.

Master this relatively simple process and leverage your website positively, against the offerings of another.