Methods, systems, and apparatus relate to technologies generally relating to the placement of hyperlinks within the body of text of a document. The placement of hyperlinks can be on specified words or phrases, according to a specified link distribution function across the body of the text content of a document. Some techniques involve a method for determining a placement of links on a document that involves selecting a document comprising words of text for placing links in the document, selecting a link distribution function, and using the link distribution function in determining locations for the placement of the links in the document. The placement of hyperlinks in the document may be automatically performed on a server side.