The backlink text
1. It needs to include strategic keywords
It is about keywords on which your want to position your page.
If your shop is about soccer:
Avoid “Chinese cuisine”, though you might be well positioned on “Chinese cuisine”, the visitors who will reach your page by typing that sequence in Google are very likely to leave it just as quickly.
Prefer “soccer t-shirt” , because you may be well positioned on ” soccer t-shirt”, and the visitors who will reach your page by typing that sequence in a search engine are very likely to stay on your web site.
2. It needs to be composed of 2 or 3 words
A 3-word sequence allows you to catch more requests.
If your shop is about real estate, I suggest “rent flat Pari”s. You may be well positioned on ” rent flat Paris “, but also on ” rent flat” and ” flat Paris “, which increases your chances of being found on search engines.
3. It should not have spelling mistakes.
If your shop is about real estate, avoid ” rnt flt Pais” , you may be well positioned on “rnt flt Pais”, but since nobody types that sequence in a search engine, it is useless !
4. Avoid having the same text in all your backlinks.
You normally receive a backlink when a webmaster likes your webpage. The text he/she encloses in the backlink is his/her own initiative. Therefore there is low probability that all the webmasters use the same text in the link they create towards your page. So the same text in all your backlinks looks very suspicious to search engines and can play against you.