Fill in the blank: When writing anchor text for internal links, you should use __________ phrases that indicate what the linked page covers, rather than generic phrases like "click here".

Descriptive phrases are crucial for anchor text in internal links because they clearly communicate the content of the linked page to both users and search engines. This improves user experience by setting accurate expectations and helps search engines understand the site's structure and topic relevance, which can boost SEO. Generic phrases like "click here" offer no context, making navigation less intuitive for users and providing no SEO value. While keyword phrases can be descriptive, the term "descriptive" is broader and emphasizes clarity over just keyword stuffing. Branded phrases are only appropriate when linking to pages specifically about the brand, and shortened phrases might lack the necessary detail.