Internal linking might not seem as glamorous as external link building, but it remains a cornerstone of an effective website structure and SEO strategy.
So, how many internal links should you include on one page? Too few, and important content can go undiscovered. Too many, and you risk overwhelming users or diluting your SEO efforts.
The answer isn’t a hard-and-fast rule. Instead, the number of internal links depends on content length, relevance, and user experience.
Why internal linking matters for SEO and user experience
Before diving into the ideal number of internal links, it’s essential to understand why they’re so critical. Internal links connect pages within your website, and this serves two primary functions:
- Improving user navigation: Internal links guide readers to related content, helping them find additional information or services they’re interested in. This keeps visitors on your site longer and improves their overall experience.
- Enhancing SEO value: Search engines like Google use internal links to discover, crawl, and index pages on your site. The more structured your internal links, the better search engines can understand the relationship between your pages.
Related read: What Is Crawling In SEO?
How many internal links are ideal?
Now to the main question: how many internal links should you include on one page? While Google doesn’t provide a definitive number, there are widely accepted guidelines to follow:
Content length matters
A 300-word blog post doesn’t need 15 internal links. As a general rule, the number of internal links should be proportional to the length of your content. For example:
For example…
- Short articles (300-500 words): 2-4 internal links
- Medium articles (500-1,000 words): 4-8 internal links
- Long-form content (1,500+ words): 8-12 internal links
Prioritise quality over quantity
More links don’t always mean better SEO. Internal links should serve a purpose, leading readers to genuinely relevant and valuable pages. Adding unnecessary or unrelated links can frustrate users and harm your credibility.
Avoid overloading pages
Search engines might interpret excessive linking as spammy behaviour, particularly if links are crammed into short paragraphs. Google’s John Mueller has clarified that while Googlebot can process thousands of links on a page, there’s little SEO value in excessive internal linking. Focus on what benefits users first.
Best practices for internal linking
To ensure your internal links improve both user experience and SEO, here are some best practices to follow:
Use descriptive, relevant anchor text
Anchor text is the clickable text of a link. Avoid generic phrases like “click here” or “read more.” Instead, use descriptive, keyword-rich phrases that indicate what the linked page is about. For example:
- Good: “Learn more about our wedding band collection.”
- Poor: “Click here to view.”
Prioritise high-value pages
Link to pages that matter most for your SEO strategy—such as cornerstone content, service pages, or blog posts that target important keywords.
Link contextually
Place internal links naturally within your content where they make sense to the reader. Avoid forcing links into sentences where they feel out of place.
Audit your internal links regularly
Websites evolve over time, and broken internal links can creep in. Tools like Screaming Frog SEO Spider and Google Search Console can help you identify and fix broken links or orphaned pages (pages with no internal links pointing to them).
Distribute links evenly
Don’t concentrate all internal links on a single page or section. Instead, spread links across your site to help search engines and users navigate all areas of your content.
Keep user experience in mind
Links should make your content easier to navigate. If a page is overly cluttered with links, it can distract users and cause them to abandon the page altogether.
Common internal linking mistakes to avoid
❌ Over-optimised anchor text: Using the same keyword-rich anchor text repeatedly can raise red flags for search engines. Mix up your phrasing to avoid looking unnatural.
❌ Too many links in short content: Shorter pages should have fewer internal links. Adding too many can overwhelm readers and dilute your SEO efforts.
❌ Ignoring mobile experience: Ensure that internal links are easy to click on mobile devices. Small or crowded links can frustrate mobile users.
❌ Linking irrelevant pages: Avoid linking to pages that don’t provide any real value to the reader. Every link should have a clear purpose.
Key takeaways for smarter internal linking success
Internal linking is a cornerstone of a well-organised website and a key driver of both user engagement and SEO performance.
While the specifics of how many links to use depend on the length and focus of your content, the ultimate goal remains clear: to serve your audience effectively.
By following best practices like prioritising relevance, ensuring natural placement, and maintaining a user-first approach, your internal linking strategy can elevate your website’s overall impact.
