One SEO professional asked John about internal links during a hangout.
They mentioned that in a previous office hours hangout, John Mueller had said that using too many internal links on a page can dilute their value.
And perhaps Google won’t be able to understand the site structure.
Their main question: In your opinion, what’s the amount of the ideal internal links per page for e-commerce sites with millions of pages?
John explained that he doesn’t believe there is an ideal number. The part that he would watch out for is that when you crawl the website that you can still recognize that there is a structure.
So, especially with an e-commerce site that you can still recognize, “Here’s the main home page, here are the top-level categories, second-level categories,” and you can still recognize that structure.
So that’s kind of clear how the context is of individual pages.
For example, it would be problematic…well, not really problematic, but it’s harder for Google to recognize the structure if every page was linked with every other page.
And if you have millions of pages on your website, it’s not going to be the case that you have millions of links on every page.
So, from that perspective, John doesn’t see any issue with this regarding e-commerce sites.
This happens at approximately the 12:41 mark in the video.