Msg#: 15797 posted 11:50 am on Aug 4, 2003 (gmt 0)
Welcome to WebmasterWorld, marcus!
If some one links to you like this:
<a href="your.domain.com">blue widgets</a>
the phrase "blue widgets" is the anchor text.
It seems that Google gives more weight to anchor text from external sites than to the anchor text on your own site. This makes sense, since the former is an "off page" factor that you do not directly control, while the latter is an "on page" factor that you do control.
Msg#: 15797 posted 11:56 am on Aug 4, 2003 (gmt 0)
Some additional info: Say you want your site found on the search term 'blue widgets', having some external links with the anchor text 'blue widgets' would make your site more valuable to Google, thus showing up higher in the SERPs.