Is there such thing as too many internal links on one page?
On-Page SEO
Yes. While Google has confirmed there’s no strict penalty, too many internal links dilute link equity and confuse crawlers. In 2025, balance is even more important because AI-powered search prioritizes contextual navigation.
Best practices:
(1) Keep internal links purposeful. Instead of 100+ scattered links, focus on guiding readers to related, high-value pages.
(2) Avoid excessive in-content linking to the same page — one or two relevant mentions are enough.
(3) Use keyword-rich but natural anchor text (avoid generic “click here”).
(4) Maintain a clear information architecture: category pages → subtopics → detail posts.
How-to check:
Run a crawl in Screaming Frog → Internal tab → sort by in links. If a page has hundreds of links, reduce clutter.
Example:
Instead of linking to 15 different “SEO tools” pages from one blog, consolidate into a resource hub.
Further Reading:
https://learningseo.io
https://developers.google.com/search/docs/crawling-indexing/seo-site-structure