Internal linking is one of those SEO techniques that often gets overlooked, but it’s absolutely crucial for ecommerce websites. We’ve seen time and time again how a solid internal linking strategy can transform an online store’s performance – and what’s great is that it doesn’t require any additional investment. So, let’s dive into the world of internal linking and explore why it’s so important for your ecommerce success.
What is Internal Linking?
Simply put, internal linking is the practice of linking one page on your website to another page on the same website. It’s like creating a roadmap for your visitors and search engines to follow, guiding them through your site’s content. But it’s more than just navigation – it’s a powerful tool for boosting your SEO and improving user experience.
Why is Internal Linking Important for Ecommerce Websites?
So, how to explain the importance of internal linking? First off, internal linking helps search engines understand the structure of your site and the relationships between different pages, which can significantly improve your site’s crawlability and indexing.
But that’s not all; internal linking also helps distribute page authority throughout your site. By linking from high-authority pages to those that need a boost, you can improve the ranking potential of your product and category pages.
Difference Between In-Content and Navigation Internal Linking
Now, not all internal links are created equal. There are two main types you need to know about: in-content links and navigation links.
In-content links are those that appear within the body of your content. These are particularly valuable because they provide context and are more likely to be clicked by users who are engaged with your content.
Navigation links, on the other hand, are part of your site’s main navigation structure. These include menu items, footer links, and sidebar links. While they’re important for usability, they don’t carry as much weight for SEO as in-content links.
Implementing Internal Linking Strategies
So let’s get into the meat of it – how do you implement internal linking strategies for your ecommerce site? As an agency offering Shopify SEO services in the UK, here’s what we usually do:
Category Page Internal Linking
Your category pages are prime real estate for internal linking, and we always recommend linking to relevant subcategories and top-selling products from your main category pages. Not only does this help spread link equity, but also improves the chances of your product pages ranking well.
Product Page Internal Linking
On product pages, consider linking to related products, accessories, or complementary items; this helps with SEO but can also increase average order value. Don’t forget to link back to the relevant category page too.
Blog Post Internal Linking
If you have a blog (and you should!), it’s a goldmine for internal linking opportunities. Whenever you mention a product or category in a blog post, link to the relevant page – this gives you a natural way to guide readers towards your products.
Footer and Navigation Internal Links
While these links aren’t as powerful for SEO, they’re essential for the user experience – you’ll want to make sure your main categories are easily accessible from your footer and navigation menu.
Best Practices for Internal Linking in Ecommerce
Now that we’ve covered the basics, let’s dive into some best practices to really make your internal linking strategy shine.
Create a Hierarchical Site Structure
A clear, logical site structure makes internal linking much easier – for this reason, we always advise our clients to organise their products into categories and subcategories that make sense for their customers.
Use Descriptive Anchor Text
To help both users and search engines understand what to expect when they click the link, use an anchor text that accurately describes the page you’re linking to.
Link to Relevant Pages
Always ensure your internal links are relevant to the content they’re placed in. Random, irrelevant links can confuse users and dilute your SEO efforts.
Avoid Over-Optimisation
While it’s important to use descriptive anchor text, don’t go overboard with keyword-rich anchors. It can look spammy to both users and search engines.
Update Internal Links Regularly
Broken links can harm both user experience and SEO, so as your product range changes, make sure to update your internal links.
Monitor Internal Link Performance
Finally, keep an eye on which internal links are getting clicked and which pages are receiving the most internal links; these allow you to boost and refine your strategy for maximum results.
Final Thoughts
Ultimately, there’s no reason you shouldn’t be incorporating internal linking into your SEO strategy. It’s free, it’s simple, and when done right, it can significantly improve your site’s visibility in search results and enhance user experience.
