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OK Thanks for confirming this. Yup, it's the exact same text that would be at the bottom of all pages within that section. The text, as Google would see it (expanded)  is very long and coming from a database of text, so images aren't an option in our case. AJAX would work though.

I'm going to disagree a bit. While I do think Google understands navigation links and generally views them a bit differently from contextual (on-page) links, there's still a fundamental problem of dilution. If you have 200 navigation links, you split your authority ("link juice") 200 ways, and you're treating the main pages, sub-pages, and sub-sub-pages as if they're all essentially equal from an SEO standpoint. If you prioritize everything, you prioritize nothing. What this ultimately means is that you drive a bit more ranking power to your very long-tail pages but a lot less to your top-level pages. It's a balancing act and there's not one right answer, but generally this isn't going to be a good fit to your business goals. I dig into it more in a post from last year: http://www.seomoz.org/blog/how-many-links-is-too-many Again, it's not a right-or-wrong thing, but a matter of prioritization. From what you're describing, I'm worried that this could expand to hundreds and hundreds of links, and on a new site that could spread your ranking power pretty thin.

Hey, that sounds fairly solid. let me know how you get on.

Boxcarpress, It would help if there were a little more info, but I will take a stab at it. No, it is not a zero sum game. Think of each page as needing to be optimized for its keyword and then insure that the mechanism to get to it is in no more than about three clicks. While traffic from current customers can be good: If it causes a new sale, improves customer relations, allows them to be a repeat customer, etc. If you are building other pages for keywords not impacted by your current customer traffic, it will take longer to see a result unless it is around something that is highly searched. You must be clear that you are targeting keyword terms that are relevant to your business and are the queries used by those who use the search engines. So, If you keyword is applesauce, and current customers don't go to that for whatever reason, then you need to do keyword research around applesauce. If the best search is "how to make applesauce" in terms of your site and what people search for, you must make that page be optimized for that search: Correct title tag, url, H1, H2, etc. You must make sure the content is relevant to that search - if I want to make applesauce and land on a page with pictures of different brands of applesauce and no recipe, I am probably bouncing in 5 seconds. If you show a pot of applesauce simmering on a stove and a clear recipe beneath it, you likely have my attention. Keep the customer pages and keep working on the others. Hope this helps.