Bill Stanley Guru of Reputation

Internal Linking
Having a sound internal linking structure is one of the necessary components that many SEO experts forget when optimizing their website for the search engines. First, you will need to create a diagram that you can optimize your website with. (microsoft visio works well for this)
Next you need great navigation. You want your visitors to be able to navigate your website with ease and reach any page within one or two clicks. A good seo linking diagram is key to conquering the beast. One of these key SEO componants is the top navigation bar. This is usually where I see "experts" fail by using information that is way to vague or flat our dishonest.
External SEO Links
Yet another common linking mistake an SEO expert can make is to never link out. A good internal linking structure includes outbound links. I am referring to links that have anchor text having to do with your sites search terms. If you never link out you are not exactly a great resource for Google's visitors now are you? When you do link out, make sure you are linking out to a reputable site that is in a related category.
Home (?) About (who?) Company (what kind?)
All pages link to your home page, period. And, more importantly, don't link your home page with the anchor text "seo chat", or, even worse, "home". SEO is the science of making information more accessible to people who search on Google. Most of the SEO chat room experts, who are into moving keywords around or have the silly idea they can somehow fool Google, are playing checkers rather than good SEO chess. The very best SEO plan you can have for your site is to become what Google wants. That information will bring you visitors, and if you get off the spam train and get on the content rocket, you can achieve almost anything.