Internal linking is one of the most underrated SEO tools in eCommerce. It helps search engines understand your site’s structure, crawl pages faster, and distribute ranking authority across categories and product pages.
Without a solid linking strategy, even large online stores with thousands of products struggle to rank – important pages stay buried deep within the site, and users can’t easily find what they’re looking for. A well-planned internal linking system improves both visibility in search and the overall shopping experience.
What Is Internal Linking and Why It Matters for eCommerce
Internal linking simply means adding links that connect pages within your own website. In eCommerce, that could be links from a category to its products, from one product to related items, or from a blog post to a collection or buying guide.
The main goals of internal linking are:
- Distributing link equity - passing authority from high-value pages (like the homepage or categories) to deeper product pages.
- Speeding up indexation - helping search engines crawl and discover new or updated products faster.
- Improving keyword relevance - reinforcing target keywords through contextual anchor text.
- Enhancing user navigation and UX - guiding visitors smoothly through related products and increasing conversion opportunities.
Types of Internal Links in eCommerce
Internal links in online stores can serve many purposes – from helping Google understand your site structure to guiding customers toward the right products.
Here are the four main types every eCommerce website should use:
1. Category Links
Connect your store’s main categories with subcategories and product pages.
Purpose: build a clear site hierarchy and pass ranking authority from top-level pages down to deeper ones.
2. Product Links
Connect product pages with similar, complementary, or alternative items.
Purpose: encourage users to continue exploring and help search engines understand product relationships.
3. Navigational Links
Include menus, filters, and breadcrumb navigation to help both users and crawlers understand page hierarchy.
Purpose: improve user experience, make site structure transparent, and increase crawl depth efficiency.
4. Content Links
Come from blog posts, guides, or FAQs leading users to product or category pages.
Purpose: bridge informational and transactional content — guiding potential buyers from research to purchase.
Use of Internal Links on an eCommerce Website
On a typical eCommerce website, internal links are distributed approximately as follows:
- Navigational links – 45% (main menu, categories, breadcrumbs, filters)
- Category links – 25% (connections between parent and subcategory pages)
- Product links – 20% (related items, accessories, “frequently bought together” sections)
- Content links – 10% (from blog posts, buying guides, or articles)
This balance keeps the site easy to navigate for both users and search engines.
Navigational and category links ensure a logical hierarchy, while product and content links boost engagement and channel authority to key commercial pages.
How to Build an Effective Internal Linking Structure
A smart internal linking system follows the “silo” or topic cluster principle – grouping related pages together so search engines can easily understand the hierarchy and relevance of your content.
Think of it as a logical, layered flow of links:
Homepage → Category Pages → Product Pages → Related or Complementary Products
This structure passes authority down from top-level pages while keeping users engaged within the same topic.
To strengthen navigation and SEO signals, use:
- Breadcrumbs - help both users and Google see where each page sits within the site.
- “Related Products” or “You May Also Like” blocks - connect products within the same category or intent.
Even a few smart connections can make a big difference: one simple user journey (three clicks from homepage to product) can generate up to eight valuable internal links, improving crawlability, visibility, and user flow.
Technical and SEO Aspects
Building internal links isn’t just about adding connections – it’s about keeping them clean, relevant, and technically sound. Here’s what matters most:
- Anchor text balance:
Use natural, descriptive anchors that include keywords where appropriate, but avoid over-optimization or repetitive exact-match phrases. For example, “see our modern kitchen cabinets” sounds more natural than “buy kitchen cabinets online.”
- Check for broken links:
Regularly crawl your website with tools like Screaming Frog or Ahrefs to find and fix broken internal links (404 errors). Broken links waste crawl budget and hurt user trust.
- Track performance:
Use Google Search Console to monitor click-throughs and impressions from internally linked pages. Ahrefs and Screaming Frog can show link depth, orphan pages, and internal link distribution.
- Avoid technical traps:
1. Don’t use nofollow on important internal links.
2. Keep your redirects clean – replace old URLs instead of stacking 301 chains.
3. Watch out for canonical tags between product variations — they can block indexing if misused.
A healthy internal linking structure is not only visible to users but also efficient for crawlers, ensuring that all key pages receive link equity and stay accessible.
How Content Strengthens Internal Linking
Content plays a crucial role in building a strong internal linking network. Blog posts, guides, and how-to articles can naturally lead users toward commercial pages — and help search engines understand the relationship between informational and transactional content.
Well-structured blog content can:
- Support product and category pages by linking to them within relevant topics (for example, a guide on “how to choose the right materials for home renovation” linking to specific service or product pages).
- Create content funnels that move users from awareness to purchase — each article should end with a clear CTA (call to action) like “Explore our services,” “See project examples,” or “Get a quote.”
- Reinforce topical authority by connecting multiple articles within the same theme (design, renovation, materials, etc.), forming clusters that improve both user experience and SEO.
When done strategically, content-driven internal linking not only improves rankings but also turns blog readers into potential buyers.
Mini Checklist for eCommerce Internal Linking
1. Are there links between categories?
Make sure related categories connect to each other (for example, “Kitchen” → “Appliances” → “Lighting”) to help users and search engines explore your site structure.
2. Do top products have enough internal links?
Key products should be linked from categories, home page sections, and blog content – this boosts their visibility and ranking potential.
3. Is your blog linking to commercial pages?
Every informational post should include links to relevant product or service pages, turning content readers into potential buyers.
Conclusion
Internal linking is one of the most effective and completely free ways to strengthen your website’s SEO. It doesn’t require advertising budgets or complex tools – just strategic planning and smart structure.
By connecting your pages logically, you help Google better understand your site, distribute authority to key product and category pages, and guide users smoothly toward a purchase.
For eCommerce, a strong internal linking strategy means better visibility, faster indexing, and higher conversions – all achieved with the resources you already have.
At dits.agency, we specialize in SEO for eCommerce websites – from technical optimization and link architecture to content strategy and conversion growth. If you want to boost your store’s visibility and sales – contact us today to discuss how we can help your business grow.
Also you can read:
Zero Search Results: What Your Site Visitors Are Searching For – but Not Finding
Using Local Keywords to Drive Search Traffic That Converts
How Not to Migrate a Website from WordPress to Shopify: A Real-World SEO Case Study
