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Just bare links and natural links go to your homepage and give it power.  Then links from your homepage to other pages on the site contain the anchor text that tells google what the page is about.  Also sometimes external places will link to particular pages inside your website (deep linking) with anchor text or not.  Better with but it's becoming less and less important as time goes by.  I don't think we'll all be talking about anchor text or maybe not even about links at all in a few years time. Some of my best pages are ranking number one nationally (for the whole of the UK) and they are super-high competition and they don't have one single backlink.  That must tell you something... Likewise some of my pages I've done 'linkbuilding campaigns' and spent weeks and months building links to and it's not made a blind bit of difference. Please remember to mark the answer as a good one if you like it. Helps me get recognition for helping out. And feel free to ask more questions.  I only started learning SEO in May 2017 and my site back then had 900 users a month.  Since then I wrote and optimised about 60 pages and we now get 32,000 users a month and our business has tripled in size.  Linking was the last thing on my mind.  Writing good content came first.  And proving to google that we are who we say we are with links from universities and professional bodies for the dentists.  those are the real power links.  You must have suppliers who will link to you in their 'find a distributer' sections?