I recently came across a website which had alot of links all over the webpage. Every keyword in the article was linked to itself, got me thinking, how many links is too many in an article.

I always try to put at least 3 links on there. Usually an affiliate link or two and possible a linkback to another article if keywords are in my article.

What are your thoughts?

Too many links for what?

I don't think there's an actual limit on how many links, or at least I've never read anyone who's figured out if google counts links or stops counting after a certain amount. In fact, cross-referencing different backlink checkers shows that some pages with my links on contain two or even three hundred other backlinks on them.

But, as we all know, the more links on a page, the lower the value passed to the destination page of each link.

At the end of the day, and as Google themselves always stress, make it good for humans. If it has no value for humans, then it has no value for Google. It's really that simple.

Look at wikipedia, for example. They have a very intricate linking structure on their documents, but the links added within their content has a deffinite human value. Linking back to the same page, for example, would be of no value to a human.

By all means link, that's what makes the web what it is, just don't go overboard.

as far as readability for visitors. Does it look too unattractive?

That would depend on how the links are styled. They could be set to look exactly the same as all the text so would not be visible to users. It would however be truly abysmal for accessibility and assistive devices. It sounds like a typical "SEO expert" who puts search engines above users.

Like I said, i dont do it..just seen it on another webpage