I am working to build backlinks for my site. We have quite clear and direct keywords.
When I am building backlinks I am aiming for relevant, quality ones. If I am in a musical instrument forum I sometimes want to direct people to a specific product to meet their needs.
My question is what is the more significant anchor text - the name of the product as per our website listing, or for the anchor text to be a keyword. For example, for am I better having the link as the precise product name or having the product name as just text, followed by the keyword, as anchor text, as the hyperlink?
Well, I would target the generic name on one tier, and then link from there to specific models (each with their own page). That way, you can concentrate your per-keyword ranking efforts on one page, rather than trying to generate unique content for multiple pages.
Also, you will find the generic name more competitive and thus harder to rank for than product names. Interlinking between the product pages and 'pillar' generic page should help both rank for their targetted keywords over time.
Include the keyword within the anchor text, this is essential for ranking. Do not however repeatedly use the same text such as 'buy guitar' use some variations such as 'cheap guitar', 'purchase guitar' etc around your subject area to cover a broad range of terms however try and get the majority with the exact keywords of your choice. You should then rank well providing content, description, title etc elements of SEO are fine.