Once you have established yourself as an authority on the subject, you can then begin using targeted keyword phrases as anchors to the text in your article. At this point you are ready to promote your site by placing your URL in your anchor text. The next step is for search operators to find your keyword phrase and do a search for it. The search engines will then figure out which articles are most relevant to your topic. They will provide links to your articles and these inbound links will improve your ranking factors.