Previously, keyword phrases rich anchor link used that much that this is now turned into infringement. Excessive use of keyword rich anchor links help Google slap the website. It is highly important to use brand-name, website URL and very limited partial match or exact match keyword in anchor link during link building.
Many people don’t understand how this would rank a website for certain keyword phrases while the link has not listed the desire keyword phrases within it. This is why webpage title and Meta description is so important for better organic results. The title should contain the keywords list within the 56 characters limit in natural language & the Meta description should description the keyword phrases wisely within 160 characters.
When you create external links on brand-name for example, search engines follow the linking website and find the keywords on the page title, Meta description and obviously on the page content and give credits to rank higher for the specific keywords and other relevant keywords.