How Many Internal Links Per Page in SEO?

You know internal linking is important for SEO — boosting user experience, helping crawlers, and passing page authority.

But figuring out how many links per page is optimal? That’s where things get murky. Is there a magic number? What does Google recommend? How do you find the right balance?

Let’s clear the confusion.

The Ghost of 100 Links Per Page Past

You’ve probably heard that Google only handles 100 internal links per page. Well, it’s an outdated rule.

The 100-link limit was relevant back when Google’s crawlers were less sophisticated, running on limited resources. But times have changed. Crawlers today are powered by machine learning and can manage far more links than that.

So, the next time you hear someone telling you about the hard-and-fast 100-link ceiling, just smile and move on. That number is largely a relic of the past.

Here Are Factors That Should Dictate Your Internal Linking Strategy

The number of internal links per page isn’t determined by some arbitrary rule but by a few key factors. Here’s what really matters when you’re figuring out your internal linking game:

1. User Experience is Still King

Let’s state the obvious: user experience matters. Big time.

Just because Google’s crawlers can handle hundreds of links doesn’t mean you should flood your pages with them. Relevance is key here — every link should have a clear purpose. You’re linking for your users, not to fill up white space.

Ask yourself: Where would the user logically want to go next?

This isn’t about cramming as many links as possible. It’s about serving up the most relevant options in a smooth, natural flow.

Too many irrelevant links can create a bad user experience, and that’s a fast track to high bounce rates. Don’t be that guy.

2. Content is Context

Content length matters.

Shorter, more focused pages won’t need as many internal links. But if you’ve got long, in-depth content, it might lend itself naturally to more links, so long as they’re relevant and valuable.

The key here is to match the number of internal links with the depth of the content. But remember, it’s about adding value, not clutter.

And let’s not forget about topical relevance. Linking to related content that actually adds value will help guide your visitors through the topic. That’s the sweet spot for both users and SEO.

3. Site Architecture: The Power of Silos

Google’s crawling abilities may have advanced, but don’t let that lull you into thinking you can just slap internal links anywhere.

Strategic linking remains essential for a logical site structure. This means sticking to a sensible hierarchy or “silos” in your internal linking.

See internal linking like the layout of a house. You wouldn’t toss the living room next to the kitchen without context, right? The same goes for your site.

Internal links should reinforce the structure and flow, making it easier for both users and crawlers to find content within the right sections.

4. Crawlability and Indexing: Helping the Bots

When crawlers navigate your site, internal links play a massive role. They help bots discover and index your content.

But here’s the catch: just because Google can handle more links doesn’t mean you should go overboard. Efficiency is key.

Focus your links on the most important pages, the ones that matter to your users and your business goals. Don’t waste crawl budget on unnecessary links. Be strategic.

Spotting the Red Flags: When You’ve Gone Too Far

So, how do you know if you’ve overdone it? Here are a few signs:

Links that don’t make sense, even if Google can crawl them.
Disruption of the natural flow of content due to irrelevant or excessive links.
A higher link-to-text ratio making the page look spammy.
Users bouncing off the page because they’re overwhelmed by too many links.
An internal link report showing weird distribution patterns (i.e., too many links to the same pages).

Don’t fall into the trap of thinking more links = better. You’ll know when you’ve gone too far.

Practical Tips for Sensible Internal Linking

🡢Relevance is Everything: Every link should serve a purpose. If it doesn’t make sense, don’t link it.

🡢Prioritize User Experience: Don’t just link for Google. Think about the user journey.

🡢Link Naturally: Avoid forcing links into places where they don’t belong just to hit some arbitrary target.

🡢Descriptive Anchor Text: It’s not just for SEO; it’s for the user too. Make sure it’s clear what they’re clicking on.

🡢Regular Audits: As your site grows, keep an eye on your internal linking. What worked before might not work later.

🡢Quality Over Quantity: Fewer, more relevant links are always better than a mountain of irrelevant ones.

And remember, smarter linking trumps just adding more links. Always.

Conclusion: Link Smarter, Not Just More

The days of worrying about the 100-link limit are behind us. But that doesn’t mean you should throw caution to the wind.

Internal linking is about being strategic and user-focused. Build your links thoughtfully, with the goal of enhancing the user journey and site structure.

Review your internal linking strategy today. Are you linking smarter, or are you still caught up in outdated thinking?