I received a question about linking from one page to another within a realtor's website yesterday, and I thought it would be valuable to give everyone the answer here.
In general, Google says that a web page should limit the number of links on it to around 100. So definitely, don't put more than 100 links any one page of your website. That's all links included, i.e. navigation, sidebar, footer links, etc. in addition to your links within the content of the page.
Additionally, I would make the statement that you shouldn't really link to a page on your website without having a good reason for doing so.
You will not be able to rank every page on your website for every keyword, so you need to focus.
Some good reasons for placing a link on your page to another page on your site:
1. You are trying to rank one of your landing/conversion pages for the anchor text keyword chosen.
2. The link provides something very interesting and/or necessary to the user. Things like additional product information or terms of services links fit in here.
3. If you are trying to get the other page indexed in Google (the number of pages on your site that are indexed in Google is VERY important to the SEO health of your website).
There may be other good reasons to place links on your site, just make sure that you have definite, and worthwhile purpose for doing so.
Please let me know if you have any questions, comments or you would like more information.
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