Gentlemen. Want to know more about the anchor text. If you focus on one keyword long, too short to be affected? example: Web design company + city Affects "web design"? That is, will indirectly ranker, but with more links pointing to your site?
In this case "web design" and "web design company" will have different effect on ranking. In general small the sentence (fewer words) the more the competition. e.g. If you want to rank high for "web design" then make this keyword as anchor link.
See, if you are targeting long tail keywords (in keyword tags and anchor text) then your short tail keywords (included in long tail) will also get affected. To avoid any sort of keyword penalty, it better to a combination of long tail and short tail keywords in anchor text.