Domain Names
If your domain name is mykeywords.com then many people who mention you aregoing to link to you using mykeywordsor my keywordsas the anchor text. If your domain name is mykeywordsstore.commany people will link to you with my keywords storeas the anchor text.
Page Titles
For individual pages, the page title tag acts similarly to the way in which a domain name influences site references. Many people who link tend to reference articles by their official name. If your article is entitled The History of My Keywordsthen people who see that are likely to link to it with The History of My Keywordsas the anchor text.
File Names
Some people link using the full URL as the link anchor text. If your filename is mykeywords.htmlthen people using the URL to link to your site will give you linkanchor text with your keywords in it.
Logos and Taglines
If Paypal put the word Payment Solutions in their logo many people would link to Paypal using Paypal Payment Solutionsas the anchor text.
If you think about what you want to rank for before you start creating content or building a site it is much easier to rank for those words.
