The flow properties of ionic polysaccharides are determined by the interplay of electrostatic and hydrophobic interactions, which depend on the ionic strength and pH of the solvent. We explore the LVE and LAOS rheology of carboxymethyl cellulose (CMC) in aqueous media, focusing on its gelling behaviour. We find that addition of HCl promotes gel formation and addition of NaOH suppresses it. The former effect is interpreted as being caused by a decrease of the charge density of the polymer, which facilitates interchain associations and the later effect can be assigned to solubilisation of cellulose backbone by NaOH. Our results along with a review of the literature allow us to establish the concentration regimes and associated properties of physical gels of carboxymethyl cellulose. At neutral pH, the storage modulus of NaCMC gels of varying molecular weight and DS at a given concentration does not vary by more than a factor 5.