Anchor Text in Backlinks

[Linked]

Which is the best way to have a Backlink?

Should I make the Keyword as an Anchor text for a Backlinks, or should I make the website or the brand name as a backlinks
The name of the company is (31west) they are the call center service in the US.

so should the Anchor Text for the Backlinks be

Keyword :- [call center services] linked to the wibsite or page

or

Brand name:- [(31west)] linked to the Page

or

website:- [(31west.com)] linked to the home page

[RH-Calvin]

Anchor text is the clickable text in a hyperlink. SEO best practices dictate that anchor text be relevant to the page you're linking to, rather than generic text. The blue, underlined anchor text is the most common as it is the web standard, although it is possible to change the color and underlining through html code.