In a simple way, the phrase "match anchor" means finding or locating a specific point or position within something. It is like using an anchor to identify or connect with a particular part. Full definition
Build links on relevant pages where the readers would have a genuine interest in your website, and don't use exact match anchor text. (apricotlaw.com)
Mind you, these were exact match anchors like: «accident attorney», «car accident attorney», «personal injury attorney», and so on. (circleoflegaltrust.com)
Virtually all of the sites that had been penalized had over 60 percent of their inbound links containing exact match anchor text. (northcutt.com)