May 24, 2024

SEO Link Building Tips: How Many Links Should I Include for SEO?

Whether they are internal, external or backlinks, links have been a vital part of SEO efforts for over 20 years. In the late 1990’s, links were discovered to be a good signal for search engine’s to validate how authoritative a website was. This was especially useful when search engines like Google were struggling to accurately rank web pages due to the sheer quantity of websites available to a user. However, in 2024, Google’s algorithm is far more advanced than it was in the 1990s. So, how many links should be included on a website to help with SEO? How important are links for SEO now?

For a website to remain competitive in a search engine’s results, it is important to include a variety of internal and external links. Building a high-quality backlink profile can also deliver great results for SEO. There is no perfect number of links to include for a website to display good SEO practice. It entirely depends on the content and the website itself. 

Keep reading to find out more about how links impact SEO, and how Google’s algorithm has developed over the past 20 years.

How Many Links Do I Need to Include for SEO

Google has previously stated that web pages should have less than 100 links, and too many links can actually have a negative effect on SEO. The number and type of link that you add to online content will inevitably depend on the type of content you are publishing and the intention of the content. For a blog to rank highly, standard practice is to include a variety of both internal and external links, so that users are encouraged to access other articles on your website and learn more about the topic from trustworthy external sources linked to throughout. 

As a general rule of thumb, we would not normally recommend including more than five or six internal links per page to allow ease of navigation for users without overwhelming them, but there is really no limit to the number of links you can provide.

Find out more about link building for SEO in our detailed blog.

Does Adding Links Improve SEO?

As stated above, link building can have a positive effect on SEO. By making your site easy to navigate with a variety of sources and a strong backlink profile, search engines are likely to treat your website more favourably. Below are explanations of how certain types of links can impact SEO:

Internal Linking

The value of internal linking for SEO is often referenced when talking about the crawlability of a website. A website must have various internal links throughout to ensure a web crawler is able to easily navigate and index the structure and content of the site. Internal links also make it easier for customers and other users to navigate and access relevant areas of a website, as you can provide links to where they should go next.

Find out more about how to make your website easily crawlable in our detailed blog.

External Linking

External, or outbound links, allow users to find more information on a topic and show that your content has been thoroughly researched. Providing links to trustworthy sources on your blogs can help to increase the authority of your website, as this signals to Google that your content is providing useful information to your users.


When another web page or domain provides a link to your website, this is added to your website’s backlink profile. These links are valuable for SEO, as a website with more and better quality of backlinks will be treated more favourably by Google. This is because other websites are essentially vouching for you, saying that you are an authority on a topic and that you are trustworthy.

Find out more about building an authoritative backlink profile by reading our detailed blog.

Are Too Many Links Bad for SEO?

Excessive use of links can result in a negative effect for SEO. Previous guidance from Google suggested that anything over 100 links was too many links to have on a page, and may have the following negative effects:

Do Links Still Matter for SEO?

Since the late 1990’s, Google has used links as a ranking factor, and has often used links as a way of determining how authoritative a website is on a certain subject. For example, a website with a strong backlink profile that is easily crawled due to the amount of internal linking will often rank higher than a website with poor backlinks and fewer internal links. 

However, Google’s Gary Illyes has recently said that Google is now less interested in using links as a ranking factor and that  links were no longer in the top 3 ranking factors. This is likely due to the fact that Google is now far more confident in the accuracy of their algorithm, that they need not depend on links to indicate the authority or usefulness of a website. 

Professional SEO Services with Wildcat Digital

Are you looking to rank higher on Google with long-term SEO strategies? While links may not be as important as they once were for achieving a higher ranking in a search engine, our expert team of SEO professionals can help to make your website stand out and punch above its weight online. Contact us to find out more about our available services.

Post by

Andy Blanchard

SEO Executive

Will Hitchmough


Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.

Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.

Chloe Robinson

Content Strategist Team Lead

With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.

Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.

Paul Pennington

SEO Account Director

Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.

Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.

Nadea van der Merwe

Head of Operations

Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business. 

Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.

Molly Sturgeon

SEO Account Manager

With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management. 

In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.

Libby Oldale

Senior PPC Account Manager

Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.

Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.

Jasmine Savery

SEO Team Leader

Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Team Leader. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.

In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.

Braden Godley

Senior PPC Executive

Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat. 

Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.

Jon Herdman

Senior SEO Executive

After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online. 

Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music. 

Rachel Davies

SEO Executive

Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side. 

Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.

Carl Atterbury

PPC Team Leader

Carl joined Wildcat in 2023 with a wealth of experience in PPC. He has experience working with a wide range of clients, industries and budgets, from small local businesses all the way to international e-commerce businesses. Carl has a particular interest in strategic planning and forecasting. He is passionate about data analysis and creating sustainable long-term cross-channel strategies.

In his spare time, Carl enjoys keeping fit by lifting weights, bouldering and running. He’s also a keen musician, having played the double bass and bass guitar for 20 years.

Dariusz Baczyk

Team Lead & Technical SEO Account Manager

With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.

In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.

Jamie Stowe

SEO Account Manager

With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!

In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.

Andy Blanchard

SEO Executive

Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management. 

Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.

Siena Russell

Client Success Coordinator

Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond. 

Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.

Thea Chapman

Senior SEO Executive

Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go. 

Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening. 

Tom Brookes

PPC Executive

Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media. 

Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.

More blogs.

View all

What’s Happening in Digital Marketing? Your June News Roundup

June 17, 2024

There are constant changes in SEO and PPC, AI is a prominent and seemingly permanent feature to our news updates…

Thea Chapman

Knowledge Hub

What is Link Juice in SEO?

June 13, 2024

If you’re new to SEO, you might come across words and terms every now and again that leave you wondering…

Chloe Robinson

Knowledge Hub

Are FAQs Still Relevant in SEO?

June 10, 2024

Ever wondered if FAQs still matter for SEO? You're not alone! FAQs might seem like old news in the ever-changing…

Jasmine Savery

Knowledge Hub