We all know that linking is a major factor in your search engine ranking.  Here is a glimpse of how Google treats links on your page.  Matt Cutts is specifically talking about footer links in this video but is basically saying that editorial links get a stronger value than non-editorial links.  So links in the body copy rather than primary and secondary navigational links are much better.

Remember that when building your onpage editorial links, refrain from using generic anchor text such as, click here – read more – download, and use descriptive anchor text such as, learn about applying red rivots to your bunny – read our Herculean strength improver whitepaper.  Before you choose your anchor text…  do a little keyword research and pick solid keywords.

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