Ever looked at your website analytics and wondered why some perfectly good product pages get zero traffic?
Poor internal linking might actually be the culprit.
If you haven't paid good attention to internal linking practices, it's likely that a solid portion of your pages are without any internal link support.
What Is Internal Linking Exactly?
Internal linking connects pages within your website, creating pathways for both users and search engines to discover your products.
Done right, it guides customers through your store while simultaneously boosting your search engine rankings.
However, as the usual case may be in SEO; things are not always that simple, and can be way more nuanced. For example, there's quite a big difference between random linking and a strategic approach that actually drives results.
This guide covers everything from basic internal linking principles for eCommerce websites to advanced AI-powered strategies that can transform how customers navigate your store.
You'll get practical tactics that work, along with case studies showing real-world results.
What Internal Linking Really Means for eCommerce (And Why You Should Care)
The impact of these connections goes far beyond mere navigation, which most eCommerce owners immediately think of.
Here's why internal linking matters specifically for your online store:
Distribution of link equity - Search engines view links as votes of confidence. When your homepage (typically your strongest page) links to category pages, which link to product pages, you're effectively passing SEO value throughout your site.
Discovery of new content - Search engines use links to find and index your pages. Without proper internal linking, you might have "orphan" pages that never get discovered.
Enhanced user experience - Good internal linking helps shoppers find related products they might be interested in, increasing average order value and reducing bounce rates.
Logical site architecture - A well-structured internal linking framework creates a clear hierarchy that both users and search engines can easily understand.
The data backs this up: internal linking practices can boost your website's SEO traffic from 50% to 200%.
The beauty is that this doesn't require new products or major design changes - just smarter connections between your existing pages.
Traditional Internal Linking Strategies That Still Work
Before jumping into AI and automation, let's cover the foundational strategies that have stood the test of time.
These approaches form the backbone of any solid eCommerce linking strategy.
Build a Logical Site Structure That Makes Sense to Humans
The most effective internal linking starts with a sensible site architecture. Let’s imagine your site like a pyramid:
Homepage at the top
Main category pages in the middle
Subcategories and product pages at the bottom
This hierarchy should make intuitive sense to your customers. For example, a clothing store might have:
Homepage → Men's Clothing → Shirts → Casual Shirts → [Product]
Your main navigation is the most powerful internal linking opportunity on your site.
Make sure it includes links to your most important category pages, and that dropdowns provide access to key subcategories.
Use Descriptive Anchor Text (Not "Click Here")
The words you use in your links matter - a lot.
Generic phrases like "click here" or "learn more" tell search engines nothing about the linked page's content.
Instead, you should use descriptive anchor text that includes relevant keywords. For example:
❌ "To see our selection of organic coffee beans, click here."
✅ "Explore our selection of organic coffee beans from Ethiopia and Colombia."
According to Backlinko, descriptive anchor text enhances both user understanding and SEO. It tells both users and search engines exactly what to expect when clicking a link.
Remember that your anchor text should sound natural. Overstuffing your anchor text with exact match keywords will hurt rather than help your SEO efforts.
Implement Breadcrumb Navigation
Breadcrumbs are those little navigational aids that show the path from homepage to current page.
They're incredibly valuable for both users and search engines. Here's an example of a breadcrumb:
Home > Electronics > Cameras > Digital SLRs > Canon EOS R5
Breadcrumbs provide context, allow easy navigation back to broader categories, and create additional internal linking opportunities.
The SEO benefit is substantial too - breadcrumbs create a clean hierarchical structure that search engines love.
Google even displays breadcrumbs in search results when available, and help you improve your click-through rates.
Link Related Products (Without Going Overboard)
"You might also like" and "Frequently bought together" sections aren't just for Amazon.
These related product links serve multiple purposes:
They keep shoppers engaged when they might otherwise leave
They increase average order value
They create valuable internal links between related products
When setting up related products, focus on genuine relevance rather than just pushing your highest-margin items.
A customer looking at running shoes wants to see socks and insoles, not unrelated fitness equipment.
Four to six related products are the sweet spot. Too few doesn't provide enough options, while too many overwhelms the shopper.
Balance Your Link Quantity
There's no perfect number of internal links per page, but there are some general guidelines.
Most successful eCommerce pages contain between 20-100 internal links total, including navigation, footer links, and in-content links.
For product pages specifically, aim for a minimum of 5-10 contextual internal links (beyond standard navigation). These might include:
Links to related products
Links to relevant buying guides or how-to content
Links to compatible accessories
Links to category pages for browsing alternatives
The key is quality over quantity. Each link should serve a purpose, either helping users find related products or passing link equity to important pages.
AI-Driven Internal Linking: Taking Your Strategy to the Next Level
Traditional linking strategies work, but they don't scale well for large eCommerce sites with thousands of products. This is where AI comes in to revolutionize your approach.
Let AI Identify Opportunities You've Missed
Linkter can analyze your entire product catalog and content library to find natural linking opportunities based on semantic relationships.
Linkter can also analyze your blog content and discover dozens of relevant product linking opportunities you might have completely missed.
These new links can bring in additional revenue from previously published content that's already getting traffic.
The advantage of using our platform is its ability to see connections you might miss.
By using Linkter, you are essentially delegating the process of figuring out which pages connect well. And when you have a website with hundreds or thousands of pages… well, you can clearly see the portion of work you can completely delegate to a tool that does the work for you.
To illustrate with an example, Linkter might notice that people who view your "beginner's guide to espresso machines" would like to purchase a specific brand of coffee beans, suggesting a valuable internal linking opportunity.
Common Internal Linking Mistakes on eCommerce Websites (And How to Fix Them)
Let's cover how to identify and fix the most common internal linking mistakes in eCommerce.
The Overlinking Problem
Excessive internal links on a page can diminish their SEO value and overwhelm visitors.
Search Engine Journal explains that there's no magic number, but you should generally keep your total internal links under 100 per page, with a focus on quality and relevance.
The fix is straightforward: audit your pages and remove unnecessary links. Prioritize links that serve user needs or strategic SEO goals.
Weak Anchor Text
Generic anchor text is a missed opportunity. When you see phrases like "click here" or "learn more" in your site, you're leaving value on the table.
For example, instead of using the same anchor text ("shop now") across dozens of category promotions on a homepage, change these to specific texts like "shop waterproof hiking boots" and "explore women's trail running shoes" to see higher click-through rates.
You can improve all of your anchor text by leveraging Linkter's anchor text manager functionality.
The Broken Link Problem
Broken internal links create dead ends for both users and search crawlers. They're especially common in eCommerce due to:
Products being discontinued
Categories being renamed or restructured
Seasonal collections coming and going
Run monthly broken link checks using tools like Google Search Console or Screaming Frog SEO Spider to catch and fix these issues promptly.
When you discontinue products, don't just let the pages 404. Instead, redirect them to similar products or relevant category pages to maintain link equity and user experience.
Orphan Pages With No Incoming Links
Orphan pages exist on your site but have no internal links pointing to them. Search engines may never discover these pages, and users certainly won't.
Orphan pages are surprisingly common in eCommerce, especially after site migrations or catalog updates.
To fix this issue:
Head to the "Orphan Pages" report from Linkter
Create logical internal links from relevant pages
Consider adding these products to "featured" sections if appropriate
Every important page on your site should have at least 3-5 internal links pointing to it.
Mobile Usability Oversights
Many eCommerce sites create beautiful internal linking structures on desktop but neglect the mobile experience.
With mobile accounting for 70%+ of traffic for many online retailers, this is a serious mistake.
Common mobile internal linking problems include:
Links too close together, making them difficult to tap
Different navigation structures between mobile and desktop, causing inconsistent internal linking
Internal links hidden within accordion menus that search engines may not fully crawl
Make sure your internal linking strategy works across all devices. Test your mobile experience regularly, and consider how link placement affects the user experience on smaller screens.
Keeping Your Internal Links Fresh and Effective
Internal linking isn't a set-it-and-forget-it task. It requires ongoing maintenance and optimization.
Regular Internal Link Audits
Quarterly link audits work well for most eCommerce sites. These audits should:
Identify and fix broken links
Discover pages with too few incoming links
Find pages with excessive outgoing links
Optimize anchor text for important pages
Ensure proper distribution of link equity
Screaming Frog SEO Spider makes this process much more manageable. One pass through your site can identify most common linking issues.
A common issue revealed in audits is an imbalance in link distribution - top-selling products often have too few internal links, while less important pages have many.
Rebalancing this distribution can lead to significant traffic increases to your most profitable product pages.
Track User Behavior and Adapt
Pay attention to how users interact with your internal links. Some metrics worth monitoring include:
Click-through rates on product recommendations
Navigation paths from entry pages to purchase
Pages with high exit rates despite internal linking opportunities
Google Analytics or heatmap tools like Hotjar can reveal which internal links are getting clicks and which are being ignored.
You might discover that internal links in specific positions get significantly more clicks than others.
For example, links immediately following the "add to cart" button often have much higher engagement than those buried in product descriptions.
This insight can help you reposition internal links for maximum impact.
Handle Seasonal and Discontinued Products
Seasonal merchandise creates unique internal linking challenges. You don't want dead links pointing to out-of-stock holiday items in January.
Here's how to approach seasonal products:
Keep the pages live but clearly marked as out of stock
Update internal links to point to current in-season alternatives
Add links to "notify me when available" options for returning products
For truly discontinued items, redirect pages to the most relevant alternatives
This strategy maintains link equity while providing a good user experience regardless of when someone visits your site.
The Bottom Line: Start Optimizing Your Internal Links Today
If you take one thing from this article, let it be this: internal linking might be the most undervalued optimization opportunity for your eCommerce store right now.
Unlike many SEO tasks that take months to show results, improvements to internal linking often create noticeable impacts within weeks.
And remember that good internal linking serves both users and search engines.
