Pagelinks refer to the linking structure within your website as opposed to backlinks which are the linking structure outside of your website. Your website is navigated using links and without a nice and organized structure, visitors as well as search engines will find it difficult to get around. It is vital to use a cohesive linking format in terms of where you put links and what anchor text you use.
It is always recommended to have general menu navigation visible on each page within your site. This gives the visitor a familiar control panel to look for when they need to go to another part of your site. A sitemap is also important to have which simply contains a text link to each page or section of your website. A well-organized sitemap can really improve your pagelink optimization since it gives crawlers an easy map to follow.
Outgoing Link Usage
Google may penalize you if you display more than 100 outbound links on your page. It is important to avoid looking like a link farm.
Broken links can be the death of your optimization campaign. Make sure that you have no broken links throughout your website. Remember this applies to your external links as well which is why it is important to perform regular checks on your links. You never know when a website that you are linking to will vanish & break.
Image Alt Text
A link using an image looks good to the human eye but since a search engine does not have eyes, it will not get the same message. This is where the ALT tag comes in handy. Any image that you are using as a link should contain ALT text to describe the link/image.
To better illustrate what is meant, here is a basic example of a proper image link: