Placing Hyperlinks in Web Content|
There's no need to hyperlink every instance of a word or phrase in the same page. Generally, linking to the first instance will do.
There are a couple of exceptions to this rule:
|The page is very long, and the anchor text appears in multiple places in the page.||Link one anchor approximately every 1.5 screen pages.|
|You need to convey certain information before the user leaves the page.||Link the first instance after that information.|
Writing With Hypertext Formatting Hyperlinks in Web Writing