Internal linking; how much?

Do you link every time you mention relevant keywords to a certain page within one text (one page) or only the first time? Do you have a maximum of internal links you will create on one page?

Looking for the best way to do this, because in some of my pages i can link a certain page over 10 times (because I mention the relevant keyword of that page), but not sure if that's wise to do..

I only internlink a couple of links per 400 odd words, any more than that just looks crap let alone spammy

it depends on what you are doing it for. Google only credits the keyword to a page the first time it is mentioned with a link. But if it improves your users experience then add as you see fit.

What I do is, I look at the Wikipedia's page related to the content I'm writing and follow their linking structure. I then try to replicate it. If Google thinks Wikipedia's linking is 'great', then I try to make Google think that so is mine!

Matrix

PS: BTB's method.

You simply link to your internal pages where it makes sense for your readers. If you link to a specific page once it does not make sense to link to it a further 10 times unless it's to a converting page in which case you should be doing a/b testing to see if having 10 links makes a difference.