There are basically 2 major categories of SEO: 1) On-site optimization which involves building in keywords, properly structuring content and other factors and 2) Off-site link building. A key component to #2 is optimizing what is called anchor text. That is the text that a person sees as a link pointing to your site. The intricacies of anchor text can be hard to grasp and for me to explain. But this video by Rand Fishkin of Seomoz provides a clear tutorial on what anchor text is, why it’s important and how to go about getting links with properly formed text. Enjoy!