This is where the concept of stuffing leaves the rails.
For example if I create a web site about a species, let's say "Birds" then the menu at the top and bottom of the page will include multiple references to the subject matter. So too will many hyperlinks within the page body and any headings...
- Bird Calls
- Bird Feed
- Bird Migration
- Bird Nesting
- Bird Watchers
* multiplied by all of the different types of birds.
Anyone not appreciating this as good practice needs to get a life.