Andriusgr, I'm not an expert, but I don't believe this is entirely correct. I'm pretty sure some ranking advantage can be gained by the correct use of internal linking irrespective of increased consumer experience or not.
Can anyone else comment as I think this is an important point.
James
Links pass power. You get a link from the homepage of the bbc, google crawls the link and sees that the bbc is linking to you from their most important page, googles bot decides that your website must be valuable. It gives your website more power. If the link has anchor text for 'stone mason edinburgh' or the text surrounding it is about stone masons in edinburgh then google gives you even more of a bump for that search term.
Links pass power through your own site in the same way, they tell google what the most important page is.
Now you don't want to rank high for things like 'testimonal' but you still want the page visible so I'd make all links like that nofollow so supposedly they'll pass zero of your 'link power', like the 'contact us' etc aswell.
You want to rank for things like 'chimney repair edinburgh' assuming that people are searching for it so on various pages you link to that with different anchor text, 'chimney repair edinburgh', 'edinburgh chimney repair' etc.
Your website doesn't have much power in the first place though as you don't have many links pointing to any of your domain so really you need to make links. If you listen to the google guys here they think that googles going to come round your house and confiscate your website as soon as you add in 1 citation but thats really not the case. Your domain is old, I could fire up a bot and send 1000s of links to it and it would take months for google to deindex you. Obviously you don't want to do that but you need to add some. You can add in a few citations, these are white hat anyway. A new business starts up and doesn't really understand what they're doing, ignoring anything to do with seo what do they do? They go and add in citations wherever they can get their filthy hands on them.
You can make some web 2.0s, just 'mini websites' on sites like wordpress or blogger, register them as 'chimney repair edinburgh', write a article on chimney repair and then link back to your website from it. These aren't as powerful as they used to be as everyone does it but still, google crawls 'edinburgh chimpney repair.wordpress.com', it picks up the link and bumps you up.
You can add in a few profile links. Big sites that let you put a link in your profile. These are basically white hat too if you don't add loads. 'Hi my names James and I work at '***.co.uk'
In all honesty though, I don't think many people are searching for it, have you checked your webmaster tools? As you seem to rank fairly well anyway with there not being much competition unless its cached results for me as I think I checked before.
