Internal Linking

Internal linking is the practice of creating hyperlinks between pages on the same website. For e-commerce, internal links connect collection pages to products, products to related collections, blog posts to relevant collections, and parent collections to subcollections. This serves two critical purposes: helping search engines discover and understand your site structure, and guiding shoppers through intuitive browsing paths. From an SEO perspective, internal links distribute PageRank (authority) across your site. Pages with more internal links pointing to them tend to rank better. Collection pages are natural link hubs — they link to dozens of product pages and should be linked from navigation, homepage, blog posts, and related collections. A well-interlinked collection structure helps search engines understand which pages are most important and how they relate to each other. From a user experience perspective, internal links create browsing pathways that increase pages per session, reduce bounce rate, and drive product discovery. Linking from a 'Running Shoes' collection to 'Running Accessories' creates a natural cross-selling path. Linking from blog content ('How to Choose Running Shoes') to the relevant collection bridges informational intent with purchase intent. The key is making links contextually relevant — every link should feel like a helpful suggestion, not random navigation.