Usually there are two strategies, search or keyword anchors and branded anchors.
Branded anchors help to improve your web presence (when someone searches for your brand, you’ll receive a pop-up in articles over the internet). The branded anchor is a point back to your home page and it helps to raise the overall DA and your website's visibility.
Keyword Anchors, is a term that a user is mostly searching for in google when they look for your websites, services and products such as yours. The more specific the search term is the more likely it is to get users.