It’s a well known fact that links play a key role in search engine optimization. In addition to providing a physical connection between pages, search engines also use links to get advance notice of the content they’ll find at the other end of that link.
While it’s true that search engines place the greatest value on links that come from other websites, they also take notice of the links connecting pages on your own site.
Therefore, SEO consultants will spend a lot of time focusing on the site’s navigation menu, adding keywords to make the menu more self-explanatory. But why is this so important?