It’s important to realise that when it comes to link building, less is more. People have fallen down the trap of including too many links in their content thinking it will help boost rankings across a range of pages. This is a blanket method that just doesn’t work and with all things to do with SEO, you need finesse rather than a shotgun.
If you must include a link in your copy, then use them sparingly. At the most, all you need is one. This is because you want to pass all the link juice into a specific page. If you think about the backlink starting off with a certain authority, you don’t want to divide this up.
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However, sometimes you might not want to include a link at all and just let the search engines crawl your content. If Google finds that most of your pages a linking to one specific page, it’s going to think something fishy is going on. Remember, content should be natural and linking every page to your target page isn’t going to look natural.