Internal Linking for Website Promotion

The keywords used for the internal linking of all your web pages
will have a big impact in promoting your total website to the Search Engine spiders or crawlers.

As an example:

If you have a page within your site devoted to buying and selling blue widgets, it stands to reason your keywords would be "buying/selling/blue/widgets."  That means that every internal link that points at that page should use anchored text containing the words "buying selling blue widgets."

The above applies not only to HTML links, but to the navigational structure of the website, as well.

Another example:

I was in contact with a friend that is a Newbie Webmaster and I was looking at the source code of his website. I wanted to discover the reason he had so many good inbound links yet his home page had a such low page rank. 

Upon closer inspection I noticed a very common mistake; most all of his website's hundreds of pages pointed to a link anchored by the word "Home." In other words, all the internal links pointing to his main website URL or Index page, were using the anchor "Home," and not the index or home page keyword.

Again, taking the widget example, if the name of the main website URL or Index page is "buying and selling blue widgets;" then all the internal linking pointing to it should have those words as anchors.

You might ask: How is it possible that the internal linking structure of a website can be used for promotion?  That's such a good question that it deserves a twofold answer; stay with me and I'll explain.

1. Search Engine Indexing and Description Relevancy:
    
   The title of any web page describes the page better than any other term since it contains the keywords for the given page. It is a much better description than the general and vague word "Home."
    
2. Higher Page Ranking:
   
   I know you're thinking: boy, this better be good! How can my internal website linking structure help with my Page Rank AND promotion?
   
   OK, here goes: Search Engines spiders don't crawl websites, they crawl web pages; that's a well known fact. As such, it means that each web page that points to your index page is referring it or "vouching" for it. That's the reason for back links from other websites.
   
   Since the common web denominator is the web page, then the linking relationship all internal web pages share with the index page is that of a back link.
   That means that all of them are referring or vouching for
   the index page by giving it a back link. That's why linking
   all internal pages to the index page using the proper keywords is so important