So the question is: To show the importance of a certain page, do you link other pages on your site back to the Money Page for the targeted keyword? I have an e-commerce site with several product categories. Each main product category is a page that I am trying to rank. The targeted keyword "product category" has many products in sub-pages. I have read in several places that linking from those product sub-pages for the keyword "product category" back to the main product category page helps get that page to rank better. My understanding is that it will also help get the "google sitelinks" to show up for those keywords since it shows google that those are the most internally "linked to" pages on the site. I also read that this used to be a tactic that would get your site penalized. Thought?