I've seen a few pages that have a section with "Popular searches for this page" and then have the search terms in a link pointing back to the same page (e.g. http://theenglishchillicompany.co.uk/the-complete-chilli-pepper-book-a-gardeners-guide-to-choosing-growing-preserving-and-cooking/)

I assume they are doing it for SEO purposes (with more links to the page with the desired search terms). Does this make a difference? It seems strange that a link on page A to page A would be counted! Am I wrong?