One of the first rules of Search Engine Optimization is to build links on your website in order to get ranked higher by search engines. But to the chagrin of someone’s grandmother, all links are not created equal. Some links are more valuable and popular than others, and certain categories of links can even lower your site’s ranking. Link Value and Popularity is important because it is a decisive factor used by search engines in determining a site’s position in search results.

How do the search engines know which are the most important pages on your site?

Every webpage you create is going to have links on it and outbound links benefit the site you are linking to. But what if you delete those old pages? If you delete them you also delete those links that were acting as your website's ambassadors of good. When it comes to your webpages you should always lean toward keeping them and only delete pages after careful consideration of what it might do to your outbound links and your sitemap. This will keep the sites you link to happy and will also keep your navigation from getting broken.

Sometimes when people give you a link to a page they will hyperlink the text "click here". This is not a good SEO practice because the text you anchor your link with needs to have a relevant keyword in it. If you are linking to a page about 'pet grooming' then you need to put that key phrase in the anchor link. This is one of those practices that looks good to search engines and human visitors alike.

In your website you should link all of your important pages to all of your other important pages. This is a pretty straightforward idea but it's not always executed. Inter-linking your important pages is important for visitors so that they will be able to easily navigate the important pages on your website. Inter-linking is also important for the search engines who may enter your site on any given page. If this page links to your other important pages it will be easy for them to follow along, indexing these pages as they go.

One of the early SEO techniques was called keyword stuffing. Webmasters would hide keywords, sometimes by making the font the same color as the page background. This practice would sometimes get a site ranked for those keywords but today's search engines look at this as spam that can get your site penalized or banned.
It's best to use keywords in places that make sense like your tags or your relevant content.