If you are actively building links to your website, you want to make these links look like people just decided to link to your website because it has good content. Since search engines increase your rankings for having natural links while they can penalize you if you are buying/selling links, it is important to cover your tracks. If your links are natural, there is a very slim chance that everyone that links to you will use identical anchor text, and the small business internet marketing know this. If you use variations in your anchor text, your links will look more natural. One of the most common mistakes when building links unnaturally is to use exactly the same anchor text, for example a keyword phrase you are targeting, for a large number of links.