The anchor link, also called anchor text, is the visible text that is used as a hypertext link support.
In the below link, the link anchor is “back to the website homepage”. The link anchor is usually different from the destination URL (here: http://www.digitalmarketing-glossary.com).
The link anchor plays roles in digital marketing. To provoke a click, on a newsletter link text or sponsored link, the link anchor needs to be incentive and to include, for instance, an action verb.
The link anchor matching a backlink or a backlink anchor also plays a role in SEO and needs to be optimized for its recognition by Google and others search engines.
For more details on this specific subject, see backlink anchor.