As an SEO it is our job to rank a site better — but not at any cost. E.g., if you were to submit a guest post here adding keyword keyword links doesn’t make for a great experience for the reader. Deep-linking to insightful, smart posts on your site would. Between those two techniques, the latter gets you more humans (prospects), more deep links (people pick up on your articles), and a wider base.

Keyword-keyword -> homepage linking isn’t the only way to do linkbuilding. Phrase -> article page which contains keyword-keyword -> homepage; that’s a stream too.

You however suggest that if I ‘deep link to articles on my site’ instead, then I show [the search engines] that my site ‘is’ the keyword ‘computer repair’. Can you elaborate on this? I don’t get it.

Which method is more likely to improve my ranking for the term ‘computer repair’? Mine or yours? If it’s mine, and our jobs (as SEO guys) are to improve the site’s ranking, I’m less of a douche than you.