When it comes to running a successful ecommerce store, internal links might not be the first thing that comes to mind. Yet, these little connectors can play a big role in improving your site's SEO. Think of them as the helpful signs in a supermarket that guide you to the products you need. Without them, you'd be wandering aisles aimlessly, and that's exactly how search engines feel when they're trying to make sense of a poorly linked website.
In this post, we'll look at why internal links are important and how they can boost your ecommerce SEO game. We'll cover everything from understanding what internal links are, to practical tips on how to use them effectively, along with some common pitfalls to avoid. Let's get started!
What Are Internal Links?
Before we jump into the nitty-gritty of using internal links, it's important to understand what they are. Simply put, internal links are hyperlinks that connect one page of your website to another page on the same site. They help users navigate your site and find content that they might be interested in. When used strategically, they also help search engines understand the structure of your site and the relationship between different pages.
For example, if you have a blog post about winter fashion trends and you also sell winter coats, you can link the blog post to your winter coats product page. This not only helps your users find relevant products but also signals to search engines that these pages are related.
Internal links are different from external links, which point to pages on other websites. While both types of links are important for SEO, internal links give you more control over how search engines discover and rank your content.
Why Internal Links Matter for Ecommerce SEO
Internal links are a powerful SEO tool for several reasons. First and foremost, they help search engines crawl your site more effectively. When search engines visit your site, they follow links to discover new content. If your site has a clear and logical linking structure, search engines will have an easier time finding and indexing your pages.
Secondly, internal links help distribute page authority across your site. When one of your pages performs well in search results, it can pass some of its authority to other pages through internal links. This means that even if a page doesn't have a lot of backlinks from external sites, it can still benefit from the authority of other pages on your site.
Lastly, internal links improve user experience by guiding visitors to relevant content. If a visitor lands on a product page, internal links can lead them to related products, customer reviews, or blog posts that provide more information. This keeps visitors engaged and encourages them to spend more time on your site, which can positively impact your search rankings.
Creating a Logical Site Structure
One of the first steps in using internal links effectively is creating a logical site structure. Think of your site as a hierarchy, with your homepage at the top and your individual product pages at the bottom. In between, you might have category pages, blog posts, and other content that helps organize your site.
A good site structure makes it easy for both users and search engines to find content. Use internal links to connect related pages within each level of the hierarchy. For example, link from your homepage to your main category pages, from category pages to subcategory pages, and from subcategory pages to individual product pages.
Avoid creating pages that are too deep in your site structure. The more clicks it takes to reach a page from the homepage, the less likely it is to be crawled and indexed by search engines. Aim to keep important pages within three clicks of the homepage.
Using Anchor Text Effectively
Anchor text is the clickable text that appears in a hyperlink. Using descriptive anchor text is important for both SEO and user experience. Search engines use anchor text to understand the content of the linked page, so it's important to use text that accurately describes the target page.
For example, instead of using generic phrases like "click here" or "learn more," use specific keywords that describe the linked page. If you're linking to a page about winter coats, use anchor text like "shop winter coats" or "explore our winter coat collection."
However, be careful not to over-optimize your anchor text. Using the same keyword-rich anchor text repeatedly can come across as spammy to search engines. Instead, vary your anchor text and use natural language that fits within the context of your content.
Linking to Important Pages
Not all pages on your site are created equal, and some are more important than others. When building your internal link structure, prioritize linking to pages that are crucial to your ecommerce business. These might include:
- Your best-selling products
- Seasonal promotions or sales pages
- High-converting landing pages
- Category pages for popular product lines
These important pages should receive more internal links than less critical pages. This helps signal to search engines that these pages are valuable and worth ranking in search results. Additionally, linking to important pages from various parts of your site helps direct users to the content you want them to see.
Avoiding Common Pitfalls
While internal linking can greatly benefit your ecommerce SEO, there are some common pitfalls to watch out for. One mistake is using too many internal links on a single page. Overloading a page with links can overwhelm both users and search engines, making it difficult to discern which links are most important.
Another pitfall is using broken or outdated links. Regularly audit your site to ensure that all internal links point to live pages. Broken links can create a poor user experience and may affect your search rankings negatively.
Finally, avoid linking to pages that have little or no SEO value, such as login pages or duplicate content. Focus on linking to pages that provide valuable information or contribute to your sales and marketing goals.
Monitoring and Adjusting Your Internal Linking Strategy
Internal linking isn't a one-and-done task; it requires ongoing monitoring and adjustment. Use tools like Google Analytics and Google Search Console to track how users interact with your internal links. Pay attention to metrics like page views, bounce rate, and time on page to understand how well your links are performing.
If certain pages aren't receiving the traffic you expected, consider adding more internal links or adjusting the anchor text to make the links more appealing. Conversely, if a page is receiving a lot of traffic but has a high bounce rate, it might be worth reviewing the content to ensure it meets user expectations.
Regularly updating your internal link structure ensures that it remains effective as your site grows and changes. New content, product launches, and changes in search algorithms may all necessitate adjustments to your internal linking strategy.
Tools to Help with Internal Linking
There are several tools available that can help you manage and optimize your internal linking strategy. Some of the most popular tools include:
- Yoast SEO: This plugin for WordPress helps you manage your internal links by suggesting relevant pages to link to as you create content.
- Ahrefs: This SEO tool provides insights into your site's linking structure and can help you identify opportunities to improve internal links.
- Screaming Frog: A website crawler that can audit your site's internal links and identify issues like broken links or orphaned pages.
These tools can save you time and effort by automating some of the more tedious tasks associated with internal linking. However, remember that tools are just one part of the equation; a thoughtful and strategic approach is essential for achieving the best results.
The Role of Content in Internal Linking
Content plays a crucial role in your internal linking strategy. High-quality, relevant content provides more opportunities for internal links and encourages users to explore your site further. When creating content, think about how it can be linked to other pages on your site.
Blog posts, for example, are a great way to incorporate internal links. You can link to related products, category pages, or other blog posts that provide additional information. This not only helps users find relevant content but also signals to search engines that your site is interconnected and valuable.
Additionally, consider creating cornerstone content—comprehensive guides or resources that cover a topic in depth. These pages can serve as hubs for internal links, guiding users to more detailed content on related subtopics.
Final Thoughts
In this post, we've explored how internal links can significantly improve your ecommerce SEO. By carefully crafting a logical site structure, using descriptive anchor text, and linking to important pages, you can enhance user experience and help search engines understand your site's content better.
Speaking of improving your ecommerce SEO, if you're looking for expert help, I recommend Pattern, an SEO agency that specializes in driving traffic and conversions. Unlike many SEO agencies, Pattern focuses on results that matter, such as increasing sales and reducing customer acquisition costs. They create programmatic landing pages and conversion-focused content that aligns with a broader growth strategy, ensuring that your investment delivers real ROI. Whether you need help with internal linking or a complete SEO strategy, Pattern can turn SEO into a powerful growth channel for your business.