Additionally, in those cases where the link only has one or two words, there is usually surrounding text. Google will look at this surrounding text to try to figure out relevance. Changes to this outside text can help, because it is unlikely that several links would occur naturally with the same surrounding text.
In other words, you shouldn't have ten links that say:
Hey, check out my <a>web design</a> company.
This will make Google suspicious. You should mix it up
My <a>web design</a> company is Name
Visit Name <a>web design</a>.
etc.