importance of on-page factors
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Site menu
Your site menu is the main anchor text on your menu (not always is, but it should be). Think about it - the main menu is repeated on each page. This means that each page consistenly links all main pages of your website using the same anchor text. This significantly improves importance of these main pages in relation to the keywords used. So make sure that your menu links are descriptive and try to mention keywords where possible (yet still keeping it natural to an eye).
One of the worst things you can do for your site ranking is use images as menu links, as having an image instead of anchor text tells search engine practically nothing about the page you are linking to. Yet you see websites using image links in the site menu very often. Perhaps one reason for that is design considerations, however it is possible to have text links styled in a way that does not detriment the look of a website. This is however a more of technical discussion involving html/css techniques, which I will not be discussing now. For a small demonstration you can look at menu links on this website - they use a graphical background with a roll-over effect, yet the menu is still essentially a text link.
One other technique that helps improve usability of your website as well as improve search engine ranking of your website is repeating the menu at the bottom of the page (the footer). If user scrolled down to the page and then wants to go to the next page they don't need to scroll up to the main menu, they can just click on the bottom menu. This improves usability. Bottom menu is typically smaller and thus can have more descriptive anchor text as links (similarly to