One of the common questions that come up time after time on forums is , "why do the search engines keep changing their minds about what they want". The search engines really don't chop and change what they want, really they don't. They all want one thing, to deliver the most relevant pages to searchers. it isn't rocket science (despite what some of the telephone sake oil salespeople SEO's tell you).

Anchor text was again how we did it in the early days, but people kind of lost track of that. Now again they realise the importance of anchor text. Use descriptive anchor text when possible, and this includes internal links within your own site.