Internal linking

For an e-commerce website, why is internal linking important?
Dos and Don’ts for Better SEO

Internal linking is crucial for e-commerce websites for several reasons:

1. Improved Navigation: Internal links provide pathways for users to navigate through your website. By strategically linking related products, categories, and informational pages, you make it easier for visitors to find what they’re looking for, leading to better user experience and increased engagement.

2. Enhanced User Experience: When users can easily navigate your site and find relevant products or information, they are more likely to stay longer and make purchases. Internal linking helps create a seamless browsing experience, reducing frustration and improving customer satisfaction.

3. SEO Benefits: Internal links help search engines crawl and index your website more effectively. By guiding search engine bots to important pages and distributing link equity throughout your site, internal linking can improve the visibility of your content in search engine results pages (SERPs).

4. Page Authority Distribution: Internal linking allows you to distribute page authority (or link juice) from high-authority pages to other pages on your site. By linking from authoritative pages to other relevant pages, you can boost the SEO performance of those linked pages.

5. Promotion of New or Featured Products: Internal linking can be used to promote new products, special offers, or featured content. By strategically placing links to these items within your site’s content or navigation, you can drive more traffic and visibility to them.

6. Reduced Bounce Rate: Internal links can encourage visitors to explore more pages on your site, reducing bounce rates. When users find relevant content or products through internal links, they are more likely to continue browsing, leading to longer session durations and increased engagement.

7. Cross-Selling and Upselling Opportunities: Internal linking allows you to cross-sell or upsell related products to customers. By linking to complementary items or higher-priced alternatives, you can encourage customers to explore additional options and increase their average order value.

Internal linking plays a vital role in enhancing the user experience, improving SEO performance, and driving conversions for e-commerce websites. By implementing best practices for internal linking, you can create a well-structured and navigable site that benefits both users and search engines.

Do’s & Don’ts for Improved SEO

Internal linking is a crucial aspect of SEO for eCommerce websites, as it helps search engines understand the structure of your site and prioritize important pages. Here are some best practices, along with do’s and don’ts, to help improve SEO through internal linking:


1. Create a Hierarchical Structure: Organize your website’s pages into a hierarchical structure, with the homepage at the top and categories, subcategories, and individual product pages branching out below.

2. Use Descriptive Anchor Text: Anchor text should be descriptive and relevant to the linked page’s content. Avoid generic terms like “click here” or “learn more.” Instead, use keywords that accurately represent the linked content.

3. Link to Important Pages: Prioritize internal links to your most important pages, such as category pages, product pages, and other high-value content. These links should be prominent within your site’s navigation and content.

4. Use Natural Linking: Internal links should flow naturally within your content. Avoid excessive linking, and only include links when they provide genuine value to the user.

5. Implement Bread Crumbs: Bread crumbs not only help users navigate your site but also provide an additional internal linking structure that search engines can use to understand the hierarchy of your website.

6. Update Links Regularly: As your site’s content evolves, regularly review and update internal links to ensure they remain accurate and relevant.


1. Overdo Keyword Stuffing: While it’s important to use keywords in anchor text, avoid over-optimizing by stuffing keywords into every internal link. This can appear spammy to both users and search engines.

2. Ignore Broken Links: Broken internal links can harm user experience and SEO. Regularly monitor your site for broken links and fix them promptly.

3. Create Link Chains: Avoid creating long chains of internal links, where one page links to another, which then links to another, and so on. This can dilute the SEO value passed through each link.

4. Forget About Mobile Users: Ensure that your internal linking structure is optimized for mobile users, with easy-to-access navigation and clickable links that are not too close together.

5. Neglect Deep Linking: Don’t just focus on linking to top-level pages. Utilize deep linking to connect related content throughout your site, improving both user experience and SEO.

6. Overlook User Experience: Ultimately, internal linking should enhance the user experience by guiding visitors to relevant content. Don’t prioritize SEO at the expense of usability.

By following these do’s and don’ts, you can create an effective internal linking strategy that improves SEO for your eCommerce website while also enhancing user experience and site navigation.

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