How do you use internal linking within your Shopify store to improve its overall SEO? Can you share a specific internal linking strategy?

Question

Discover effective internal linking strategies for Shopify stores in this comprehensive guide. Drawing from expert insights, this article presents ten powerful techniques to enhance your e-commerce site's structure and user experience. Learn how to implement these strategies to boost SEO, improve customer journeys, and optimize your store's performance.

Oscar Diaz · Answer

Internal linking is a powerful SEO strategy for Shopify stores that helps search engines understand your site structure while keeping customers engaged longer. Here's how to implement an effective internal linking strategy:
Key Internal Linking Principles:1. Link with relevant anchor text that describes the destination page naturally. Instead of "click here," use descriptive phrases like "organic cotton t-shirts" or "skincare routine guide."2. Create topic clusters by linking related products and content together. This shows search engines the relationships between your pages and establishes topical authority.3. Distribute link equity by linking from high-authority pages (like your homepage) to important product or collection pages you want to rank higher.
Specific Internal Linking Strategy:1. Homepage to Collections: Link from your homepage to your main product collections using keyword-rich anchor text. For example, "Shop our premium leather handbags collection" links to your handbags category.2. Product to Product: Add "You might also like" or "Frequently bought together" sections that link to complementary products. A coffee grinder product page could link to coffee beans, filters, and brewing guides.3. Collection to Product: Within collection pages, strategically link to your best-selling or highest-margin products using descriptive anchor text that includes relevant keywords.4. Blog to Products: Create content that naturally links to your products. A "How to Style Vintage Dresses" blog post can link to specific vintage dresses in your store.5. Breadcrumb Navigation: Implement breadcrumbs that create automatic internal links showing the page hierarchy (Home > Women's Clothing > Dresses > Vintage Dresses).6. Related Content Sections: Add related blog posts or buying guides to product pages. A skincare product might link to articles about ingredient benefits or routine guides.
The key is making links feel natural and helpful to users while strategically distributing link authority to pages you want to rank well. Focus on user experience first, and the SEO benefits will follow naturally.

Sean Kearney Charbroilers · Answer

Coming from Amazon.com before founding Charbroilers.com, I've learned that internal linking isn't just about SEO—it's about creating intuitive customer journeys through your product catalog.
Our most effective strategy has been implementing contextual linking within our product descriptions. For example, when describing our commercial charbroilers, we link to complementary products like "stainless steel prep tables" using exact-match keywords. This approach increased our category page traffic by 32% over six months.
I've found that financing pages convert better when linked from high-consideration products. We strategically place "restaurant equipment financing" links on our higher-priced items like commercial convection ovens, which has doubled our financing application rate.
For Shopify specifically, we reorganized our navigation to create content hubs around restaurant types rather than just product categories. Our "burger restaurant" hub links to related equipment, financing options, and educational content. This topical clustering approach helped us rank for more specific, higher-converting keywords.

Tammy Sons · Answer

Internal linking operates as a fundamental component of my customer navigation strategy inside my store. I provide brief organic mentions of companion plants such as black cohosh or native grasses when someone visits a specific plant page like coneflowers, and include direct links to those collections. This approach avoids being forced or over-optimized by simply assisting gardeners in finding plants that thrive together. Our website footers and blog posts maintain robust navigation through links that connect seasonal bestsellers with plant care articles. This approach extends visitors' time on site and enables search engines to recognize our content connections. The strategy I prefer is using related product links alongside zone-specific shopping options in product descriptions because it delivers tangible benefits to both SEO and the shopping experience.

Blake Smith · Answer

One internal linking strategy I use as a Shopify SEO consultant is replacing passive filter pages with proper subcategory pages, especially when there's real search volume and buyer intent. Filters might help users, but they rarely help search engines. Instead, I build out keyword-targeted subcategories and internally link to them from the main category page.
To strengthen this structure, I use a hub-and-spoke content model. The hub is usually the main category page, along with a buying guide type content. For example, "How to Choose the Right Widget for Your Needs", and the spokes are subcategory or product pages (like wooden widgets, LED widgets, waterproof widgets). Each spoke links back to the hub, creating a closed loop that reinforces topical relevance and spreads link equity.
This strategy not only improves crawlability and time-on-site but also helps pages rank individually for their most valuable terms. It's SEO with structure - and it works.

Aleksa Marjanovic · Answer

Creating systematic links connecting product categories through craftsmanship complexity rather than traditional product hierarchies works consistently.
We discovered that customers researching memorial jewelry follow expertise-based navigation patterns completely different from standard e-commerce browsing behaviors.
Our specific strategy implements "knowledge progression linking" where basic memorial jewelry information pages systematically link to intermediate craftsmanship explanations, which then connect to advanced custom options. 
For example, our "ash-setting basics" page links to "secure sealing methods," which connects to "custom pendant options"—creating clear learning pathways that search engines recognize and reward. This approach increased our organic traffic by 134% while improving average session duration by 67%.
The breakthrough was treating internal links like technical documentation rather than sales funnels. Instead of pushing visitors toward purchase pages, we guide them through educational content that demonstrates our expertise depth. Our most effective linking pattern connects process explanation pages to related technique pages to specific product applications—creating comprehensive resource clusters around memorial jewelry topics. 
This strategy improved our domain authority by 28 points while generating 89% more qualified consultation requests from visitors who thoroughly understood our capabilities before contacting us. Technical expertise clustering through strategic internal linking proves more effective than traditional product-focused navigation for specialized service businesses.

Oleh Stupak · Answer

Internal linking is one of those quiet SEO power moves that many Shopify store owners overlook — but it makes a big difference when done intentionally. In our store, we use a cluster-based internal linking strategy to improve both user experience and SEO.
Here's how it works: we organize content and product pages around key themes (like "sustainable fashion" or "minimalist home decor") and create pillar pages — often a rich blog post or collection page — that serve as the main hub for that topic. Then, we internally link from related product pages, blog articles, and even FAQs back to that hub. And vice versa — the hub links back to those supporting pages.
This helps search engines understand the content relationships and improves the chances of ranking for broader keyword groups. It also keeps users exploring longer by guiding them through relevant content and products, which reduces bounce rate and increases conversion opportunities. It's simple, scalable, and genuinely helpful for customers.

Ben Poulton · Answer

I treat each main collection page as a hub, then thread links outwards and back inwards to create a tidy pyramid.
As an example, I first add a short "Top picks in this range" block to every relevant blog post and link each item directly to its product page.
For collections, quick tab links to subcollections are key for navigation and internal links.
On the product side, I insert a small "Learn more" paragraph just above the reviews that points back to one core collection and one deep-dive article.
Navigation stays clean because the links live in the template snippets, not inside the long-form copy, so merchandising staff can swap products without touching HTML. This is perhaps a bigger aspect than people realize!
The impact of this is that Google reads a clear hierarchy. An example would be from blog > collection > product, and shoppers get a natural next step whether they arrive via content or catalog.

Rob Woloszyn · Answer

At the Willis Candle Shop, we use a structured, data-driven internal linking strategy built on monthly performance insights from Google Search Console. Each month, we analyze click-through rate (CTR), impression count, and average position across all indexed product pages, collections, and blogs. Based on these SEO signals, we identify which URLs are resonating most with search users and prioritize them for internal linking in our new content.
Every blog we publish on our Shopify store includes two strategically placed internal links:
1. One to a high-CTR product or collection page
2. One to a high-engagement blog or story page
These links are woven naturally into early-to-mid-body paragraphs, never dumped at the bottom of the blog/page. Our goal is to enhance crawl depth, maintain topical relevance, and improve both user experience and search engine comprehension.
We maintain a rotating pool of nine verified link targets, ensuring that no links are repeated until a full rotation has occurred. This systematic approach prevents dilution and supports equitable ranking power across all major pages. Anchor text is varied and semantically relevant, selected for both contextual clarity and SEO integrity.
In addition to product and collection optimization, we publish two to three SEO-optimized blogs per day. These posts expand our Google index footprint, fuel topical authority, and allow for fresh internal links using current keyword trends and high-performing URLs. Blog content is structured with keyword density at 2% to 2.5%, 600-plus word count, and readability in mind, following consistent formatting across every post.
We also supplement our SEO analysis using the free tools from Ubersuggest and Ahrefs. These platforms help us monitor backlink health, site audits, keyword growth, and competitor performance. We recommend acquiring a lifetime membership to Ubersuggest for full tracking capabilities, while using Ahrefs in its free capacity for supplemental insights and competitive benchmarking.
Together with monthly backlink acquisition through trusted partners, this internal strategy has taken our domain rating from 0 in March 2025 to 37 as of June 1, 2025. At our current pace, we project 1 to 1.5-point monthly increases over the next 24 months—driven by consistent blog output, link performance audits, and disciplined SEO execution across the entire Shopify platform.

Suchi Jain Saxena · Answer

I scaled CustomCuff from a small operation, and one internal linking strategy was absolutely crucial - connecting our engraving inspiration content directly to specific product categories. Most jewelry sites just link from blog posts to individual products, but we created what I call "memory journey pathways."
Our inspiration page became our secret weapon for internal linking. Instead of generic "shop now" buttons, we strategically linked specific memory types to targeted collections - coordinates content links to our coordinates collection, handwriting stories link to handwriting jewelry, star map explanations connect to zodiac collections. This increased our average session duration by over 35% because customers found product categories they didn't know we offered.
The game-changer was linking our FAQ and shipping pages back to gift bundles and collections under specific price points like "gifts under $50" and "gifts under $75." These utility pages get tons of organic traffic but most stores waste them - we saw a 40% increase in cross-category purchases after implementing this.
We also created internal links between our "what to engrave" inspiration sections and corresponding product filters. Someone reading about anniversary ideas gets linked directly to our date engraving collection, not just random products. This simple change improved our conversion rate significantly because customers found exactly what matched their emotional intent.

Tony Gilbert · Answer

After building 25,000+ products at Rivers Wall Art in just months, I learned that category hierarchy linking drives more conversions than random cross-links. We structure our internal links to mirror how customers actually shop for art - by room, then by color, then by style.
Our biggest SEO win came from linking our blog content about interior design directly to specific filtered collections using the exact phrases people search for. When we write about "black living room ideas," we link to our black-color-art collection using anchor text like "black wall art" - this increased those collection page rankings by 60% in three months.
The strategy that surprised me most was linking from our how-to guides back to relevant product categories. Our "how to become an interior designer" post links to different art styles that designers commonly use. These educational pages get tons of organic traffic, and funneling that to collections instead of individual products captures customers at different decision stages.
I also found that linking between related color guides creates powerful topical authority. Our navy blue guide links to our black living room post, which links to our color psychology content - this web of related topics helped us rank for dozens of color-related keywords we never directly targeted.

10 Internal Linking Strategies for Shopify Stores

Table of Contents

10 Internal Linking Strategies for Shopify Stores

Implement Strategic Internal Linking for SEO

Create Intuitive Customer Journeys Through Products

Connect Companion Plants for Better Navigation

Build Hub-and-Spoke Model for Category Pages

Develop Knowledge Progression Linking Strategy

Organize Content Around Key Themes

Structure Links in a Tidy Pyramid

Use Data-Driven Approach for Internal Linking

Create Memory Journey Pathways for Customers

Mirror Customer Shopping Patterns in Links

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