How To Build Internal Linking For Large E-commerce Sites

| 10 min read By: admin

Welcome to the ultimate guide on internal linking for e-commerce! In the vast realm of online retail, every click matters. Whether you’re a seasoned e-commerce entrepreneur or just dipping your toes into the digital marketplace, understanding the power of internal linking can be a game-changer for your business.

Think of internal linking as the roadmap that guides your customers through your online store. It’s not just about connecting one page to another; it’s about strategically crafting pathways that lead your visitors to their desired destinations while enhancing their browsing experience along the way.

This comprehensive guide will delve into the nuts and bolts of internal linking for e-commerce, exploring everything from its fundamental concepts to advanced strategies that will help you maximize conversions and elevate your store’s visibility.

Get ready to embark on a journey that will revolutionize the way you structure and optimize your e-commerce website. Whether you’re looking to boost SEO rankings, reduce bounce rates, or increase sales, mastering the art of internal linking is your ticket to unlocking unparalleled success in the competitive world of online retail. Let’s dive in!

What is Internal Link Building in E-commerce?

Internal link building in e-commerce is like building a network of interconnected paths within your online store. Just as roads and highways guide travelers to their destinations, internal links guide visitors from one page to another on your website.

Imagine you’re exploring a department store. You enter through the front door (the homepage) and see signs pointing you to various sections like clothing, electronics, or home goods. Each sign represents an internal link, directing you to different areas of the store.

Similarly, internal links in e-commerce connect product pages, category pages, blog posts, and other content within your website. These links not only help visitors navigate your site more efficiently but also distribute link authority, which can boost SEO and improve your website’s overall visibility in search engine results.

Moreover, internal linking creates a hierarchy of importance within your website, signaling to search engines which pages are most relevant and valuable. By strategically placing internal links, you can guide both users and search engine crawlers to the pages you want to prioritize, such as best-selling products or promotional offers.

In essence, internal link building in e-commerce is about creating a seamless user experience while also optimizing your website’s structure for search engines. It’s a powerful strategy that not only enhances navigation and engagement but also drives organic traffic and ultimately boosts sales.

Why Internal Link Building Matters for Your E-commerce Store?

Imagine your e-commerce website as a bustling city with countless streets and alleys. Internal link building is like strategically placing road signs and streetlights to guide both visitors and search engines through your bustling digital metropolis.

Here’s why it’s crucial:

  • Smooth Navigation: Just like clear road signs help drivers reach their destination without getting lost, internal links make it easy for shoppers to find what they’re looking for on your site. By connecting relevant pages, you ensure a seamless browsing experience that keeps customers engaged and encourages them to explore further.
  • Boosts SEO: Search engines like Google use internal links to discover new pages and determine their importance. By strategically placing internal links, you can signal to search engines which pages are most valuable, improving your chances of ranking higher in search results. It’s like putting your store on the map for potential customers to find.
  • Increases Visibility: Internal link building spreads link authority throughout your website. This means that when one-page gains authority, it can pass that authority to other linked pages, boosting its visibility in search results. It’s like shining a spotlight on your products and content, making them more likely to be seen by potential customers.
  • Promotes Engagement: By guiding visitors to related products, blog posts, or special offers, internal links encourage them to stay longer on your site and explore more of what you have to offer. It’s like leading them on a journey of discovery, where each click brings them closer to making a purchase.

By investing in this essential aspect of website optimization, you lay the foundation for long-term success and growth in the competitive world of online retail.

Internal Linking for E-commerce: Top 10 Best Practices to Follow

Internal linking plays a crucial role in the success of an e-commerce website. By strategically linking your site’s pages together, you can improve navigation, enhance user experience, and boost SEO performance. Here are the top 10 best practices to follow for effective internal linking in e-commerce, explained in user-friendly terms:

1. Use Descriptive Anchor Text:

Anchor text is the clickable text of a hyperlink. When creating internal links, it’s essential to use descriptive anchor text that accurately describes the linked page’s content. For example, instead of using generic phrases like “click here” or “learn more,” opt for descriptive anchor text that tells users and search engines what to expect when they click the link. Descriptive anchor text not only improves user experience by providing context but also helps search engines understand the relevance and topic of the linked page, which can positively impact SEO.

2. Prioritize Relevance:

When adding internal links to your e-commerce site, prioritize relevance. Link to pages that are closely related to the content of the linking page. For example, if you’re writing a blog post about winter fashion trends, include internal links to specific product pages for winter clothing items mentioned in the post. By linking to relevant pages, you provide users with additional value and help them find what they’re looking for more easily, which can lead to increased engagement and conversions.

3. Maintain a Natural Flow:

Internal links should be seamlessly integrated into your content and should not disrupt the natural flow of reading. Avoid overloading your content with excessive links, as this can overwhelm users and detract from the readability of your content. Instead, focus on adding links where they provide genuine value to the user experience. For example, include internal links within product descriptions that lead to related products or category pages, helping users explore your product offerings in a natural and intuitive way.

4. Optimize for User Experience:

Consider the needs and preferences of your users when implementing internal links. Make it easy for visitors to navigate your site by placing links where they’re most likely to be helpful.

For example, include internal links in prominent locations such as menus, sidebar navigation, or within the body of your content where they’re relevant. By optimizing internal linking for user experience, you create a seamless browsing experience that keeps visitors engaged and encourages them to explore more of your site.

5. Diversify Anchor Text:

When creating internal links, diversify your anchor text to avoid over-optimization and ensure a natural link profile. Instead of using the same anchor text for every link pointing to a specific page, mix it up by using a variety of keyword-rich anchor text and more generic phrases.

For example, if you’re linking to a product page for red dresses, vary your anchor text by using phrases like “Shop our red dress collection,” “Explore our latest red dresses,” or “View our selection of red dresses.” Diversifying anchor text not only improves user experience but also helps search engines understand the context and relevance of the linked pages.

6. Deep Linking:

Don’t just link to your homepage or top-level pages; incorporate internal links that direct users to deeper pages within your site. By deep linking to specific product pages, category pages, or blog posts, you provide users with more opportunities to discover relevant content and engage with your site. Deep linking also helps spread link authority throughout your site, improving the visibility and ranking potential of individual pages in search engine results.

For example, if you’re writing a blog post about skincare tips, include internal links to specific product pages for skincare products mentioned in the post, encouraging users to explore and purchase products directly from the blog.

7. Regularly Audit and Update Links:

Periodically review your internal linking structure to identify any broken or outdated links. Broken links can negatively impact user experience and SEO performance, so it’s essential to fix them promptly. Use tools like Google Search Console or third-party website crawlers to identify broken links on your site and update them as needed.

Additionally, revisit your internal linking strategy regularly to ensure it aligns with your site’s goals and objectives. As your site evolves and new content is added, update your internal links accordingly to maintain a smooth browsing experience for users and maximize SEO benefits.

8. Avoid Linking to Low-Quality Pages:

Only link to pages that provide valuable and relevant content to your users. Avoid linking to low-quality or spammy pages, as this can harm your site’s credibility and SEO performance. Before adding internal links to a page, review the content and ensure it meets your site’s quality standards. If a page no longer serves a useful purpose or contains outdated information, consider removing the internal links pointing to it or updating the content to improve its quality.

By maintaining high standards for internal linking, you can provide users with a positive browsing experience and enhance your site’s reputation and authority in your niche.

9. Utilize Breadcrumbs:

Breadcrumbs are a navigational aid that shows users the hierarchical structure of a website and their current location within it. They typically appear near the top of a page and provide clickable links to higher-level pages, allowing users to navigate back to previous pages with ease.

Breadcrumbs not only enhance the navigation and user experience but also create additional internal linking opportunities within your site. By incorporating breadcrumbs into your e-commerce site, you provide users with a clear path to follow and improve the overall usability and accessibility of your site.

10. Monitor Performance and Adjust Accordingly:

Track the performance of your internal links using analytics tools and adjust your linking strategy based on user behavior and SEO insights. Pay attention to metrics such as click-through rate, bounce rate, and time spent on page to understand how users interact with your internal links and which ones are most effective. Use this data to optimize your internal linking strategy, such as updating anchor text, adjusting link placement, or adding new links to high-performing pages. By continuously monitoring and adjusting your internal linking strategy, you can improve user engagement, boost SEO performance, and drive more traffic and conversions to your e-commerce site.


Effective internal linking is essential for optimizing your e-commerce website for both users and search engines. By following these top 10 best practices, you can create a user-friendly internal linking strategy that improves navigation, enhances user experience, and boosts SEO performance, ultimately leading to increased traffic, engagement, and conversions on your site. If you need help building internal links for your e-commerce site, we as the best digital marketing company are here to offer you our exclusive e-commerce solutions and effective SEO services. To know more, contact us!