search engine spiders are robots. In the past, search engines relied on "on-page factors" such as metas, H1 tags, keyword densities, etc.. to rank sites. This was way too easy to manipulate by using unethical practices such as keyword stuffing and others.The search engines have evolved since then in their quest to provide more relevant results and weed out manipulation of their SERPS. They now use "off page factors" such as anchor text to determine the content of a site.

For this reason, it is important to make the clickable part of your link (your anchor text) reflect the content of your site. Using MySite.com as your anchor text is fine, however you should try to get additional links with a variety of anchor text combinations especially some with your primary keywords as the anchor.Link exchanging is a very important marketing tool, and must be used responsibly. Your goal should be to link to quality sites that are usefull to your visitors & to request links from sites that are related to yours. Here are some quick tips for successfull link campaigns