Anchor text is somewhat important. The trick for beginners is to use specific keyword phrases. If you pick something very general, like “casinos,” you’ll never get in the Google top 10 for that word because there are hundreds of higher-PR sites competing for it. Choose longer phrases with specific, relevant words and you should have an easier time getting into the top 10 (for that phrase).
The Overture Keyword Selector Tool is a good place to get keyword phrase ideas.