How Many Internal Links Per Page?
SEO Best Practices, in a Nutshell

Everyone knows that they have an important role to play, so what is the ideal amount? Too few, and you’re missing valuable opportunities to boost SEO and guide your users. Too many internal links, and you risk confusing both your visitors and search engine crawlers. Despite ongoing debates, one principle holds true: internal linking is as much about strategy as it is about numbers. Done correctly, it can amplify your site’s authority and improve its user experience.  

Now, let’s explore everything you need to know about internal linking, including the different types of links, how to use them strategically, and the elusive question: “How many internal links per page?”

These are the links that connect different web pages within the same website. Think of them like road signs for search engines and users. For example, if a blog post about “The Future of SEO” has internal links pointing to a related article on “The Impact of AI on SEO“, it creates a logical path for users and search engines alike.

External links point from your site to pages on other websites. External links are useful for referencing credible sources, but overuse can lead visitors away from your site—and dilute your “link juice.”

These are external links coming from other websites to your site. Often referred to as “inbound links,” they’re a strong indicator of authority in the eyes of search engines.

While all three play vital roles in SEO, internal links are unique because they give you full control. They allow you to shape your site’s structure, direct traffic to key pages, and distribute link equity effectively.

Internal links fall into one of two main categories: 

1. Navigational Internal Links: Menu links, sidebar links, and footer links are examples of navigational links that guide users. In general, they’re designed for easy access to high-level content and help drive traffic to key areas like your homepage, product categories, or contact page. 
2. Contextual Internal Links: These appear within your page content, linking related topics and providing additional depth. For instance, a blog post about “SEO trends” might include a contextual link to an article on “voice search optimization.”

Both types are important, but contextual links carry more weight for SEO. Why? Because they provide search engines with meaningful context about the linked page, helping it rank for relevant keywords.

Internal links are beneficial, but adding more internal links won’t always help your cause. Overloading your page with too many links can backfire. Think of it this way—if every sentence includes a link, neither users nor search engines can discern which connections are truly important. Instead, focus on relevance. Ask yourself: Does this link make sense for the reader? Does it connect to something valuable and related?

Building a solid internal linking strategy takes effort, but it’s well worth it. Here’s how to do it right:

1. Prioritize User Experience: Internal links should serve a purpose. Avoid linking excessively or forcing connections that don’t naturally fit within the content. Every link should enhance the reader’s journey.
2. Highlight High-Value Pages: Direct traffic to cornerstone content or high-authority pages. These might include detailed guides, product categories, or popular blog posts.
3. Audit for Broken Links: Over time, pages may move or change. Regularly check for and fix broken internal links to avoid frustrating users and confusing search engines.
4. Leverage Anchor Text: Use descriptive and keyword-rich anchor text to give search engines a clear signal about the linked page’s topic.
5. Keep Your Site Structure Logical: Ensure internal links follow a hierarchy that makes sense, with pages linking naturally to related subtopics.

Anchor text—those clickable words in a hyperlink—may seem minor, but it plays a significant role in internal linking success. Search engines use anchor text to understand what the linked page is about.

Here are some quick tips:

• Use descriptive anchor text that reflects the linked page’s topic. For example, to link to a post about writing calls to action from a post about internal linking, instead of “click here,” try “learn more how to write an effective call to action.”
• Keep it concise—aim for a phrase, not a full sentence.
• Avoid over-optimizing. While it’s important to include keywords, using the exact same phrasing repeatedly can look spammy to search engines.

Anchor text is your opportunity to guide both users and crawlers. Use it wisely.

Now for the big question: how many internal links per page is ideal?

While there’s no definitive rule, SEO experts agree that quality trumps quantity. As a starting point, aim for 3 to 5 internal links per page. 

This range allows you to connect relevant content without overwhelming the reader—or search engines.

For shorter pages (like product descriptions or brief blog posts), stick to the lower end of the range. For longer, in-depth content, you might naturally include more links, provided they’re relevant. If your content naturally calls for more, that’s fine—as long as every link adds value.