How Many Internal Links is Too Many – Guide for a Good Marketing Page

People nowadays often think that placing too many links on a page would translate to getting higher rankings in SERPs. Little do they know that instead of giving value to their site, an excessive amount of links can actually damage their site.

In this article, we will answer the most asked questions when talking about internal links — how many internal links is too many, or how many internal links per page is acceptable. Don’t be a victim of bad linking strategies!


Internal Links & Its Significance to eCommerce Websites

What are Internal Links?

Internal links are what eCommerce website owners use to connect various pages on their website. For example, it would be a good idea to ensure that a product page has internal links leading to posts about it and other similar products that might interest the user. Through these links, guests will know more about the product and see similar products that they might like. 

In a webpage, there are several types of internal links. The most common are the homepage, products page, & about us links. In addition, there are also links placed on keywords, images, videos, or other elements in your site. You need to place internal links since you really can’t have all the information about a product on a single page. You’d have to create different pages that discuss every aspect of the subject, and the only way to connect these pages is through internal linking.


Importance of Internal Links on eCommerce Sites and SEO

For Google and search engines, internal linking is one of the criteria they look into when determining an eCommerce website’s ranking. Typically, Google follows links to look for content on websites and rank them in SERPs. So, if Google senses that many websites link to a page or post, it will see the page as important or high-quality. 

As a site owner, you have the ability to control the flow of internal links in your site. Coming up with an effective internal linking strategy can help you guide users and Google to your most important pages.

When Google lands on a website, it will start to render the page and follow the first link. Through the links on your site, Google will create a relationship between your pages, posts, and other content and see which ones cover the same topics.

Your homepage usually has the most link value (link juice) since it has the most backlinks. To spread the link juice to the other pages on your site, you’d need to provide links to those pages or posts from the homepage. The central concept here is that the link value received by the homepage is divided into all the links under it, and the juice passed to the other pages will also be split between the links to that page and so on.

So, if you’re aiming to provide your product pages more juice, you should link to them directly from the homepage instead of from the category pages only. Plus, Google will find pages linked from the homepage quicker than those linked from category pages or other sections on your eCom site.


Internal Linking Strategy for Your Marketing Page

Here are some factors you need to consider to improve your eCommerce site’s SEO health. 

  • Ideal Structure for eCommerce Site

Knowing the best structure for your site is an essential aspect to know before implementing the strategy. Without a proper structure, all your pages will be in scrambles, and this will affect your site negatively. Aside from poor user experience, Google might also not see the relevance between the pages in your site.

Carefully examine your site and plan what structure would optimize the value that links give to your eCommerce site.

  • Pick Important Pages

Once you’ve decided on what pages are the most important for you, focus many links on that page to ensure that Google gets the signal that this is one of the most important pages in your e-commerce site.

You’d want to pick a page with complete content so that when people search your site, they’d be directed to a page where they can already get most of the information about your products and why they should buy them.

  • Incorporating Contextual Links

Incorporating contextual links into your copies helps users know that there is more to a topic, and this would give Google an idea that the pages you’re linking are related. Contextual links can either be added directly in your copy or at the end of the post.

In most internal linking strategies, it is vital for you to link the page with the main topic from all subtopics to signal Google that it is indeed your cornerstone article’s page. In addition, you should also put links from the cornerstone’s page to the individual posts.

  • Linking Hierarchical Pages

If your website has hierarchical pages, don’t forget to link parent pages to their child pages and vice versa. It is also essential to link sibling pages to each other.


How Many Links is Too Many?

You might have heard or read that for an individual page, the maximum number of links should be 100, right? That was true in the past, but not today. You can put as many links as you want on your page and not get penalized for it. However, the number of links you place on your website has a significant impact.

Let’s take a closer look.

Remember that this is only an oversimplification of how links affect your website. Suppose you have already created your homepage and you only placed 10 links in it. The 10 pages linked will receive 1/10 of the PageRank (PR) of the homepage. Assuming that Google only allows 85% of the PR to be passed so, that would be 8.5% of the original PR for each page linked from the homepage.

Now, let’s assume that you have another website and you decided to place 100 links on the homepage. This time, the individual pages linked from the homepage will only receive 1/100, which is equivalent to .85% of the original PR.

So you see, as the number of links increases, the amount of PR being passed down to the individual pages also decreases. 


There’s a big but for this. Putting more than a hundred links doesn’t immediately impact your eCommerce site negatively if your page authority is relatively high. But if you’re just starting a small business, doing so might do more harm than good. 

Just to be sure, just follow the guidelines that most SEO strategies suggest. No more than 150 links per page. You can also implement a hierarchical approach to ensure that your links are controlled per page. Read on to know more about the hierarchical approach.


Hierarchical Approach

From the example above, you can see that all the pages linked from the home page receive the same amount of “juice.” In some cases, this is a good approach; however, if you think that your pages don’t deserve an equal amount of PR, leaning towards a hierarchical approach is better.

Through a hierarchical approach, you can control the amount of PR passed from the homepage to other pages and focus larger amounts of PR into your most important pages. In a hierarchical approach, you’d only need a couple of important pages where you’d pour the juice, and from here, you’d again set up a lower hierarchy where the juice is again passed on.


Most Common Internal Link Building Mistakes for Ecommerce Sites

Internal linking is one of the most powerful tools in improving your eCommerce site’s SEO, but it can also backfire if you don’t know how to use it properly. Here are the most common mistakes that eCom business owners make:

Broken Internal Links

Broken links might be the most troublesome of all the link issues that you can experience. This usually happens because of malformed URLs, or the page the link is connected to no longer exists or is broken. 

Broken links will affect the flow of link juice in your site, which negatively impacts your rankings. Once Google encounters broken links, it may flag your website as low quality, and it will upset your audiences. Even though the percentage of broken links on your site is low, it can still be disruptive, especially if the broken link is connected to important pages.


Too Many On-Page Links

Too many links on a page may look like you’re spamming, which may affect your rankings. So be sure to only include the most relevant links in your webpage.


Redirect Chains and Loops

Redirecting from one page to another can sometimes have its positive impacts, but if the implementation is incorrect, your ranking and the user experience can suffer. When a chain loops on itself, it may slow down your website and confuse search bots.


Grab Internal Link Juicer’s plug-in if you need technical assistance setting up your internal linking strategy for your eCommerce website. Email us at for more information.


Rank Higher through Internal Links!

Aiming to rank higher on SERPs is one of the primary goals of eCommerce website owners. To do so, they’d have to put some effort into improving their site and enhancing user experience. With an excellent flow of internal links, site visitors will quickly find the products they need and all the information to convert them to buy the product. Through internal links, the user will be able to scan through different product pages seamlessly and compare their information to understand better what they need. Thus, a great internal linking strategy will give a user a great user experience.


Better internal linking strategies also answer questions like “how many internal links is too many?”, “how many internal links per page is enough?” and “how many internal links should be in a blog post?” 


These are only some of the questions that Internal Link Juicer can answer for you. Aside from answering all your queries, we can also provide technical assistance to ensure that you don’t experience any problems setting up your internal linking strategy. Visit today to know your options.