I will go over what to look for with your on page structure in order to know how to internally link from one page to another.
In most cases I feel for a web-page that you are in control of linking internally you should be using exact match anchors depending on the sites title and H1 tags.
In most cases exact match is the best way to go about your internal linking from one page to another however depending on the instance you might want a partial or co-occurring keywords.
