"How many internal links should I have per page?"
The question reveals a misunderstanding. SEO isn't a recipe where you add exactly 7 internal links and a ranking pops out. It's about building a logical structure that helps both users and search engines understand your content.
That said, I'll give you numbers — because you need somewhere to start.
The short answer
Minimum: Every page should have at least 3-5 internal links pointing to it from other pages. Orphan pages (zero internal links) might as well not exist to Google.
Typical blog posts: 5-10 internal links within the content, pointing to related posts, pillar pages, and conversion pages.
Pillar content and comprehensive guides: 15-40+ internal links to all the supporting content in that topic cluster.
Homepage: Probably has 50-150+ internal links through navigation, footer, and featured content. That's normal and fine.
But these numbers mean nothing without understanding why internal links matter.
What internal links actually do
They distribute ranking power
Here's a simplified version of how PageRank works: Your site has a certain amount of "authority" based on external backlinks. Internal links distribute that authority throughout your site.
A page with 50 internal links pointing to it inherits more of that authority than a page with 2 internal links. It's not the only factor, but it's a significant one.
If you want a page to rank, point more internal links at it from your other authoritative pages.
They establish topical relationships
When you link from an article about "SEO automation" to an article about "content automation," you're telling Google these topics are related. Do this consistently across a topic cluster, and Google understands you're an authority on the broader subject — not just individual keywords.
This is how topical authority works. It's not about having one comprehensive article. It's about having a network of interconnected content that thoroughly covers a subject.
They help Google discover and index content
Google finds new pages by following links. If you publish a new article and don't link to it from anywhere, Google might not find it for weeks. If you immediately add links from 3-5 existing posts, Google discovers it within days.
This is especially important for sites without a strong crawl budget. Internal links are how you tell Google "this page matters, come look at it."
Related reading:
- What is Meta Data in SEO? — Another critical on-page element
- How to Do SEO Yourself — Complete DIY guide including site structure
The internal linking mistakes killing your rankings
Orphan pages
The most common and most damaging mistake. You publish a great article, but it's only accessible through your blog archive page 8 clicks deep. No other content links to it. Google may index it eventually, but it won't rank.
Check your analytics for pages with traffic from external sources but minimal internal links. Those are orphans that could rank better with proper linking.
Homepage hoarding
Your homepage probably has the most authority on your site (most external backlinks point there). But if it only links to your navigation pages, that authority doesn't flow to your content.
Consider adding featured posts, recent articles, or "start here" sections to your homepage. Every click of authority that flows to your blog content is a click that helps it rank.
Random linking without strategy
Linking to whatever comes to mind when you're writing isn't a strategy. You end up with some pages that have 30 internal links pointing to them and others with 2.
Internal linking should be strategic: identify your priority pages (conversion pages, pillar content, pages targeting competitive keywords) and systematically build links to them.
Forgetting to update old content
This is the one that hurts most. You publish 50 articles over 18 months. Your newer articles link to older ones. But your older articles — which have accumulated backlinks and authority — don't link to anything published after them.
The fix: When you publish new content, go back to 3-5 relevant older posts and add contextual links to the new article. This single habit can double your new content's ranking potential.
How to build an internal linking strategy
Step 1: Identify your priority pages
Not all pages deserve equal linking effort. Identify:
Money pages — Pricing, product pages, sign-up. These convert visitors to revenue.
Pillar content — Comprehensive guides targeting competitive keywords. These attract backlinks and establish authority.
Ranking opportunities — Pages currently ranking positions 5-20 that could hit page 1 with more authority.
These pages should receive the most internal links.
Step 2: Map your content clusters
Group related content into clusters. For a SaaS company, clusters might be:
- SEO automation (all posts about automation tools, workflows, AI content)
- Content strategy (posts about keyword research, content planning, publishing)
- Link building (posts about backlinks, outreach, authority)
Every post in a cluster should link to:
- The pillar page for that cluster
- 2-3 other posts in the same cluster
- Relevant posts in adjacent clusters
Step 3: Create a linking SOP
When publishing new content:
- Include 3-5 internal links to existing relevant content
- Identify 3-5 existing posts that should link to the new article
- Update those posts with contextual links
- Link to at least one money page if naturally relevant
This takes 15-20 minutes per article but dramatically improves results.
Step 4: Audit existing content
Once per quarter, review your internal link structure:
- Find orphan pages (use Screaming Frog, Ahrefs, or Google Search Console)
- Check priority pages for adequate internal link support
- Identify new linking opportunities from recent content
- Fix broken internal links
The anchor text question
Anchor text — the clickable text of a link — matters for internal links too, but less than with external links.
Good practice: Use descriptive, natural anchor text that indicates what the linked page is about.
+ "Learn more about SEO content creation"
+ "We covered how many keywords to target in a previous post"
Avoid: Using the exact same anchor text every time you link to a page. Variation is natural.
× Linking to your SEO automation software page with exact-match anchor "SEO automation software" 47 times across your site.
Also avoid: Generic anchors that waste the opportunity.
× "Click here to learn more"
× "Read this article"
These tell Google nothing about what the linked page is about.
Quick wins you can implement today
This afternoon (30 minutes):
- Identify your 5 most important pages (money pages, pillar content)
- Find 10 existing posts that could naturally link to each
- Add the links with descriptive anchor text
This week (2 hours):
- Run an audit for orphan pages
- Add 3-5 internal links to each orphan from relevant content
- Update your 10 most-trafficked posts to link to newer content
Monthly habit (15 minutes per new post):
- When publishing, add 3-5 internal links within the content
- Go back to 3-5 older posts and add links to the new content
- Ensure at least one link to a money page where relevant
The numbers in context
Back to the original question: how many internal links per page?
Inbound links (pointing TO the page):
- Minimum 3-5 for any page you want to rank
- 10-20+ for priority pages
- 50+ for pillar content over time
Outbound links (FROM the page to other pages on your site):
- 5-10 for typical blog posts
- 15-40 for comprehensive guides
- Whatever makes sense for navigation pages
Total links visible on a page (including nav, sidebar, footer):
- Can be 100+ easily — that's fine
- The contextual links in content matter more than sitewide elements
But here's the real answer: internal links should serve the user first. If a page logically connects to 15 other pages, link to 15 pages. If only 3 connections make sense, link to 3. Then make sure your priority pages are getting adequate support.
Internal linking isn't about hitting a number. It's about building a site structure where your best content gets the most support, related content is connected, and no page is left orphaned.
Related reading:
- SEO Content Creation Guide — Creating content worth linking to
- Is SEO Dead in 2026? — Why site structure matters more than ever
- Content Automation Guide — Scaling content for more linking opportunities