Google’s Matt Cutts: We Dropped The 100 Links Per Page Guideline But We May Take Action If It Is Too Spammy

google-links-featuredGoogle’s Matt Cutts posted a video explaining why Google no longer has that 100-links-per-page Webmaster guideline.

In fact, the guideline was dropped well before 2008, but SEOs and webmasters still think having over 100 links on a page is something that may lead to a penalty.

The truth is: no, it won’t. Sites like Techmeme likely has thousands of links on their home page, and they are not penalized by Google.

That being said, Google said if a site looks to be spammy and has way too many links on a single page — Google reserves the right to take action on the site.

Matt also explained that your PageRank is divided by the number of links on a page. So if page A links to page B, C and D, that PageRank is split into three. If you have hundreds of links, it is divided by hundreds, and so forth.

Here is Matt’s video:

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Related Topics: Channel: SEO | Google: SEO | Top News


About The Author: is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here. For more background information on Barry, see his full bio over here.

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  • Daniel Benny Simanjuntak

    What about pages using ever scroll, where new links are loaded every time someone gets near the bottom?

  • Brent D. Payne

    Wow! This is being filed under the letter ‘D’ for…Duh!

  • Durant Imboden

    Years ago, we were told that the reason for having no more than 100 links per page was because Googlebot wouldn’t crawl more than 100. (That might even have been in Google’s guidelines.) In other words, it wasn’t about spam, it was about crawlability.

  • igl00

    nobody has 100 links on site, unless its directory or superb spam

  • Eldy Voon

    they should choose the highest quality 100 links lol..

  • Christian Thomson

    That’s classic Google

  • Ehtesham Shaikh

    What is the relation between page rank and backlinks?
    I think page rank is dependent on the content we have on that page.

    Do nofollow links included in this configuration?

  • reachue

    You would be surprised how many well established sites have 100 links a page…

  • Roman Bębenista

    Hi guys,

    what do you think about this situation.
    Site has 700 links to subpages, but 300 of them are nofollowed javascript filters < a href = javascript:addFilter('filter').
    GOogle counts this as 400 or 700?


  • Paddy Displays

    google counts 700, but throws the pr juice out the window for the 300 nofollow. IE using nofollow on internal links is a very bad idea

  • Roman Bębenista

    pages, that those nofollowed js links direct to, are also disallowed: in robots.txt. Can we just remove the rel=”nofollow” from them? what;s your opinion?

  • Paddy Displays

    if the pages are disallowed the PR will be lost anyway, but why do you have 300 pages that are disallowed? (or are they the same page?) Disallowing them means they can’t pass on any PR they have to other pages on your site (that they might link too)

  • Roman Bębenista

    Yep i know that.
    THis is a “filter box” with options to choose, price range, mileage, and stuff (classifieds portal). Result pages are not different enough from the main category page, that i would call them “unique” and good to index. So we’re not indexing them.

  • Paddy Displays

    I’m not sure if I’m right about this, and so it would be best to do some research, but using canonicalation
    with the main category might be a better option, as that why you don’t lose any PR (with no index/no follow)

    the Moz forums would be a good place to ask

  • Roman Bębenista

    Possible to do. But canonicals are a suggestion to google, not a directive. MIght cause problems. Anyway, worth to think it through. Thanks for discussion.

  • Paddy Displays

    No Follow is also a suggestion to google, (No Index is a directive). From my own experience, unnecessary No Follows on internal links can be very damaging, I would only use No follow as a last resort.

  • rohit C

    Google is totally confused about their own algo…

  • Michael Merritt

    I agree with this change of advice. Sometimes a page just ends up with more than 100 links for various reasons. This’ll give webmasters one less thing to sweat about.

  • Paddy Displays

    or e-commerce sites…

  • Paddy Displays

    or e-commerce sites…

  • Marcel

    What about a dropdown navigation with a lot of links (over 200) which has proved to be user friendly and conversive driven? This causes an ‘I have a lot of links on my page’ issue for every page.

    The dropdown is good for customers to pick a category and find a product fast but it is bad for PR juice.

    And how about the oldschool ‘crawl credits’? If my DA is not that high, do the high amount of internal links on every page prevent new pages to get indexed very fast?


  • Luana Spinetti

    Oh dear, is Matt obsessed over PageRank, isn’t he? Who cares about a half-dead metric. What remains of it at algorithmic level is never ever going to be released to the public. Oh well.

    If your blog posts are long and dense with links, and you have at least 3 or 5 posts on homepage, and you count your navigation links as well— you can easily hit the 100.

  • Nick Ker

    If you include internal links, an ecommerce site or even some other sites can easily have more than 100 links on a page, with multiple navigation options (top, sidebar, footer), as well as the links in the actual content.

  • Lauren Hancock

    Might sound like a silly question but what is ever scroll??

  • Usman Raza

    Yes i would go with Google that is really useful not only for users but for search engines to index as many links as possible for getting the clear picture of website relevant categories!

  • Vaibhav Pandey

    I am trying to understand if we have less than 100 links on website than what would be the quality parameter of Google?

  • hilarityensues1

    Try watching the video. He addresses this.

  • Martin Post Uiterweer

    Conclusion: Pagerank diminishes for other pages when you have too many links. Still advisable to keep links tot a nice below 100 treshhold. We at Stramark zoekmachine marketing noticed that with one of our clients, less links higher ranking. They had 500 links and we cut it back to around 100.

  • Martin Post Uiterweer

    Conclusion: Pagerank diminishes for other pages when you have too many links. Still advisable to keep links tot a nice below 100 treshhold. We at Stramark zoekmachine marketing noticed that with one of our clients, less links higher ranking. They had 500 links and we cut it back to around 100.

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