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Lets say I'm selling a "whatsamajiggy". Everytime that word comes up on a page should I link to it? Or should I skip it every so often.
I could write a 500 word article on 1 page about a "whatsamajiggy" and the word would come up quite often. Should I make every instance of the word a link to that page.
What works best? Any thoughts or comments would be appreciated.
There's also the editorial side, which might make multiple links to the same page burdensome - you could easily end up with more links than actual text on a page, which (if nothing else) would seriously harm legibility.
From a copywriting point of view, you might want to link every occurrence of words relevant to important pages, since readers are likely to both scan the content, and jump to particular sections, and so they never see the other links.
Most sites don't link every occurrence of a word or phrase to a particular page, so I'd say that's the de facto standard. That doesn't mean it couldn't work for your site, though.
Also, using the same anchor text to link to your page might not be a good idea. Try and vary the anchor text for different incoming links.