There's no magic number, but 3–8 internal links per 1,000 words is a practical range that balances SEO value with readability. The real question isn't quantity—it's whether each link serves the reader and strengthens your site's topical architecture. Internal links pass authority, signal content relationships to Google, and guide users deeper into your site. A 1,500-word article on local SEO might link to your keyword research guide, Google Business Profile setup page, and a case study on ranking in Ottawa. That's five links that make sense. Forcing ten links just to hit a quota dilutes their impact and makes the content feel spammy. Context determines the upper limit. Long-form content (2,000+ words) naturally supports more links—sometimes 12–15—if you're covering multiple subtopics. Short posts (500–700 words) might only warrant 2–3. Hub pages or pillar content should link aggressively to related cluster pages; that's their job. Blog posts should link more selectively. What matters more than count: - Anchor text clarity: Use descriptive phrases that tell users and Google what they'll find, not generic "click here" or "learn more." - Link depth: Don't only link to your homepage or top-level services. Connect related articles, supporting pages, and conversion points. - Reciprocity: If Page A links to Page B, consider whether Page B should link back when contextually appropriate. This builds a true content web. - Avoiding loops: Linking to the same page three times in one article wastes link equity and annoys readers. At Ottawa SEO, we audit internal linking quarterly across our 500+ domain portfolio. We prioritize linking new content to established authority pages and vice versa, ensuring orphan pages get discovered. We track click-through on internal links in GA4 to see what actually drives engagement, not just what we think should work. If a link gets zero clicks over 90 days, we either improve the anchor text or remove it.