Navigation and Links You can use the internal links within your website to add to your overall SEO.
Far too often in large websites we see links that say 'click here' or 'follow this link'.
These are not bad as a 'call to action', but it doesn't tell the search engines anything at all about the page on your website that you are linking to.
Use the primary keyword or keyphrase of the page you are linking to - this will tell the search engines a lot more about what you think the linked page is all about.
To create a link to another page on your website that is useful to both visitors and search engines, start by focusing on the primary keyword or keyphrases you have targeted for that page.
Once you have the primary keyword or keyphrase for that page, use it as the 'anchor text' for your link to that page from your main navigation or from the textual copy within your webpage.
You don't have to use the exact same anchor text from every page on your website to that page - you can use variants of the phrase, but the variants should always be highly relevant to the page you are linking to.
For instance, you have a page on your site where you sell green umbrellas.
So 'green umbrellas', 'buy green umbrellas', 'green umbrellas for sale' would all be perfectly acceptable variations to use in your anchor text when linking to your page.