I’ve said in the past how it is important to have keywords in anchor text, for example link as follows:

More info about SEO in Peterborough.

instead of:

For more info on SEO in Peterborough, click here.

Something to remember is that this only works on the first link on any page to the same web address. So don’t waste your time putting another link on the same page to the same place with different anchor text, as follows, unless it is genuinely useful for a visitor:

More info about Peterborough SEO.

as from an SEO point of view you’ll just be wasting your time.