Best practices for adding links to web copy to maximize SEO benefits

Jeremi Lashua

 – 

There isn’t a strict rule for the exact number of hyperlinks in body copy, but there are widely accepted best practices based on usability, SEO, and readability. The goal is to include links where they add value, not simply to increase quantity. 🔗

1. General guideline (most common rule of thumb)

For standard website pages or blog posts:

  • ~1 link per 100–200 words is a common usability guideline.
  • For a 600–800 word article, that usually means 4–8 links total.

These can include:

  • Internal links (to other pages on your site)
  • External links (to authoritative sources)

Most SEO experts recommend prioritizing internal links because they help:

  • Improve site crawlability
  • Distribute page authority
  • Guide users deeper into the site

Typical ratio:

  • 70–90% internal links
  • 10–30% external links

Example for a 700-word page:

  • 5 internal links
  • 1–2 external links

Too many links can hurt readability and trust.

Problems with excessive linking:

  • Feels spammy
  • Dilutes SEO value
  • Reduces click likelihood
  • Makes scanning harder

A common UX recommendation is:

  • No more than 1 link per sentence
  • Avoid multiple links in the same short paragraph

Good places for links:

  • Supporting claims with sources
  • Explaining related concepts
  • Directing users to next steps
  • Pointing to deeper resources

Example:

Bad:

Our services include SEO, marketing, design, hosting, analytics, strategy, consulting, and optimization.

Good:

Learn more about our SEO services or explore our website design process.

5. Anchor text best practice

Use descriptive anchor text, not generic phrases.

Better:

  • “view our WordPress development services”

Avoid:

  • “click here”
  • “read more”

6. Homepage and sales page exception

Marketing pages often have fewer body links because they want users to follow a specific CTA.

Typical pattern:

  • 1–3 internal contextual links
  • Primary CTA buttons

Simple rule to follow

  • 500 words → 3–5 links
  • 1,000 words → 5–10 links
  • Mostly internal links
  • Only link when it adds value to the reader
More Articles

More posts

  • A tranquil scene of Canadian Geese flying in formation against a clear sky in Decatur, Alabama.

    How to Migrate a Magento Commerce Website to WordPress and WooCommerce: A Step-by-Step Guide

    If your Magento Commerce website has become expensive to maintain, difficult to customize, or more complex than your business needs, you’re not alone. Many businesses are making the move to WordPress and WooCommerce to reduce costs, simplify website management, and gain greater flexibility for content marketing and SEO. A successful migration requires more than simply…

  • Close-up of a bright yellow disabled symbol on textured asphalt, indicating accessibility.

    Website Accessibility Review Workflow

    Version: 1.0Standard: WCAG 2.2 AAAudience: Web Developers, QA Testers, UI Designers Phase 1 – Automated Accessibility Scan Goal: Find common accessibility issues before manual testing. Checklist ☐ Run an accessibility scan on every page template. ☐ Review all reported errors. ☐ Fix high-impact issues first: ☐ Re-run scan until no critical issues remain. Recommended Tools…

  • accessible parking spot comparing ADA rules to WCAG rules

    What Is the Industry Standard Website Scanner for WCAG Compliance?

    If you’re trying to make your website accessible, one of the first questions you’ll probably ask is: “What’s the industry-standard scanner for WCAG compliance?” The short answer is: there isn’t just one. While several excellent accessibility scanners exist, no automated tool can certify that a website is fully compliant with the Web Content Accessibility Guidelines…