Internal linking for online stores
The definitive guide
Written by Manuel Lamas 
| Updated:
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Definition of internal linking, semantic cocoons, and siloing
Internal linking refers to all the links that connect different pages of the same website or of a online store . These links help structure navigation, guide visitors, and assist search engines in understanding the site's hierarchy and content.
• Advanced concepts
The concepts of semantic cocoons and siloing go further by organizing pages around specific topics to maximize relevance and SEO.
At KingEshop, where I have supported thousands of online stores since 2007, I have found that shops with effective internal linking benefit not only from better rankings in search engines but also from smooth navigation for users — which results in more stable organic traffic that is more stable and better qualified.
Importance for SEO, user experience, and conversion
• Improved SEO
Search engines crawl interconnected pages more easily, increasing their visibility.
• User experience (UX)
Visitors quickly find the information or products they are looking for, which reduces bounce rates.
• Increased conversions
By guiding users to key pages (such as product listings or special offers), internal linking can boost sales.
Impact on the overall performance of online stores
• Maximize time spent on the site
Visitors explore more pages, increasing their engagement.
• Make product discovery easier
Internal links guide users to related or popular articles.
• Strengthen credibility
Clear navigation builds trust and enhances your store's image.
By applying these principles to your store, as KingEshop users do, you can not only improve your SEO performance but also deliver an optimal user experience that boosts your sales — while protecting yourself from the risks of SEO hijacking , which can harm your visibility by diverting your traffic.
Understanding the basics of internal linking
Difference between internal and external links
Internal links connect different pages of the same website. In contrast, external links lead to pages located on other websites.
- Internal links help guide visitors through your online store and transfer authority between your pages.
- External links reinforce your site's credibility by citing reliable sources or partners.
Role of internal links in navigation and SEO
Internal links play a key role in user experience and search engine optimization.
• User navigation:
They make key information more accessible, reduce bounce rates, and increase time spent on the site.
• SEO:
Search engines crawl internal links to understand the site's structure, which can improve the ranking of strategic pages.
Key concepts: semantic clusters, siloing, and hierarchical structure
• Semantic clusters
This concept involves grouping pages around specific topics to highlight their relevance and strengthen their authority on a given theme.
• Siloing
Siloing organizes content into distinct and clearly defined categories, improving clarity for both users and search engines.
• Hierarchical structure
A good hierarchical structure, with a homepage connected to the main categories and these leading to subcategories or product pages, ensures intuitive and efficient navigation.
At KingEshop, I have often seen shops adopt these strategies to structure their websites. This helped them increase their visibility on Google while providing optimal navigation for their customers.
Benefits of internal linking for online stores
Improving the user experience (UX)
Internal linking helps your customers easily navigate between the pages of your online store.
• Smooth navigation:
Internal links direct visitors to related products or content.
• Increased discovery:
They allow users to discover more products or information effortlessly.
Increased session duration and retention
A well-thought-out internal linking structure keeps visitors engaged on your site.
• Extended exploration:
Users click on internal links to learn more, increasing the time spent on your site.
• Lower bounce rate:
Visitors are less likely to leave the site after viewing only one page, which sends a positive signal to search engines.
Boosting SEO and distributing PageRank
Internal links help distribute your site's authority across different pages.
• Prioritizing key pages:
Strategic pages, such as best-sellers or promotions, receive more SEO weight.
• Anchor optimization:
Using relevant anchor texts improves the ranking of targeted keywords.
Easier crawling and indexing by search engines
Google bots crawl your site more efficiently thanks to a clear structure.
• Complete indexing:
Important pages are not overlooked by search engines.
• Crawl budget optimization:
An effective internal linking structure ensures that Google prioritizes crawling your most relevant pages.
At KingEshop, I have observed how optimized internal linking improves not only SEO but also user experience, leading to increased sales and customer satisfaction.
Structure internal linking effectively
Organizing thematic silos to structure content
• Clear hierarchy
Group related pages under a common theme to simplify navigation.
• Category consistency
For example, a clothing store can create silos for « Men », « Women », and « Children ».
• SEO optimization
Each silo strengthens the authority of associated pages on specific keywords.
Using semantic clusters to link related content
• Logical connection
Create links between pages with closely related content to improve thematic relevance.
• Smooth navigation
Help users discover additional information while staying within the same context.
• SEO enhancement
Semantic clusters improve internal linking and efficiently distribute PageRank.
Importance of contextual links and optimized anchors
• Contextual relevance
Make sure internal links are placed in a relevant context to enhance their usefulness.
• Use of anchors
Choose descriptive anchors with keywords, but avoid over-optimization.
• Easier exploration
Help search engines understand your site's structure and content through well-placed links.
Creating an optimized site structure for online stores
Planning a logical structure for categories and subcategories
• Intuitive organization
Define clear main categories and specific subcategories to simplify navigation.
• Practical example
In a cosmetics store, the main categories can include « Skin Care », « Makeup » and « Fragrances », with subcategories like « Moisturizers » or « Lipstick ».
Links between product pages and category pages
• Smooth navigation
Include links from product pages to related categories to help users discover complete ranges.
• SEO improvement
Increase the relevance of category pages by adding more internal links from product pages.
Connect blog pages to products to drive conversions
• Strategic content creation
Write blog articles that include links to your products to provide helpful information while encouraging purchases.
• Example of application
An article titled "The 5 Best Lipsticks for Winter" can include direct links to the featured products in your store.
• Impact on sales
This strategy enhances user experience and increases conversion chances by directly linking informative content to products.
Essential tools to analyze internal linking
Screaming Frog to identify broken links and analyze anchors
• Broken link analysis
Use Screaming Frog to detect internal links that no longer work and fix them quickly.
• Anchor text verification
The tool also lets you examine the anchor texts used in your internal links to ensure they are optimized and relevant.
Google Search Console to detect indexing errors
• Coverage report
Google Search Console provides information about unindexed pages or those with errors.
• Crawling improvement
Identify issues in your internal linking structure that could prevent Google's robots from efficiently crawling your site.
Ahrefs and Semrush to visualize the internal link structure
• Link mapping
These tools provide clear visualizations of your internal linking, helping you identify over- or under-linked pages.
• Strategic optimization
Use this data to balance link distribution and strengthen the strategic pages of your store.
Optimization of anchors and link texts
Choose descriptive and natural anchor texts
• Importance of descriptive anchors
Use link texts that accurately describe the target page content, helping both users and search engines understand the context.
• Context and flow
Anchors should blend naturally into the content without disrupting the reading experience.
Avoid keyword over-optimization in anchors
• Risks of over-optimization
Overusing exact-match keywords in your anchor text may be seen as spam by Google.
• Encourage diversity
Vary the wording to avoid having all anchors to the same page be identical.
Use of synonyms and related expressions
• Semantic richness
Enrich your anchor texts by using synonyms or expressions related to your main keywords.
• Improved understanding
This diversity helps search engines better understand your page's topic while avoiding penalties related to excessive repetition.
Semantic silos: How to create and integrate them into your store
Definition and principles of semantic silos
• What is a semantic silo?
A semantic silo is an SEO strategy that involves organizing and linking closely related content to maximize its relevance in the eyes of search engines.
• Benefits of semantic silos
They help improve SEO, strengthen the authority of key pages, and guide users along their purchase journey.
Concrete example of a semantic silo for a clothing store
• Thematic structure
A clothing store can organize a silo around the "Jeans" category:
- Main page: "Jeans" category.
- Related pages: Style tips for wearing jeans, size guide, jean care.
• Smooth navigation
Link each page in the silo with internal links to guide visitors between related content.
Use of enriched content to strengthen silos
• Creation of targeted content
Add blog posts, video tutorials, or infographics that dive deeper into topics related to your products.
• Link optimization
Insert internal links in this content to point to your product or main category pages, thereby boosting their authority.
Siloing: Structure your content to maximize SEO
Differences between physical and virtual siloing
• Physical siloing
Organization of content directly in your site's structure, with logical folders and subfolders.
• Example:
`/clothing/men/jeans`.
• Virtual siloing
Structure based on internal linking without relying on folder organization.
• Example:
Use contextual links to connect product pages to relevant blog articles.
Creating silos for your store's main categories
• Identify the main categories
Analyze your catalog to identify the core themes.
• Example:
For a sports store, silos could include "Fitness Equipment", "Sportswear", and "Accessories".
• Structure the silos
Organize your pages into logical hierarchies, with internal links between category and subcategory pages.
Connecting silos to avoid « orphan pages »
• Identify orphan pages
Use tools like Screaming Frog to detect pages that receive no internal links.
• Create bridges between silos
Add strategic links between silos to guide users and improve internal linking while maintaining thematic relevance.
Common mistakes to avoid in internal linking
Broken links or multiple redirects
• Issues with broken links
Broken links lead to a poor user experience and harm SEO by creating obstacles for search engines.
• Example:
A link to a deleted product page without proper redirection.
• Impact of multiple redirects
Chained redirects increase load times and reduce the clarity of the site's structure.
• Tip:
Regularly check your internal links with tools like Screaming Frog.
Too many links on a single page dilute relevance
• Limit the number of links
Too many links can confuse users and reduce the impact of each link in the eyes of search engines.
• Example:
A category page with hundreds of unorganized links.
• Promote hierarchy
Structure your links to guide visitors to the most important pages. For example, focus links on main categories and featured products.
Irrelevant or poorly optimized internal links
• Relevance issues
Internal links should have clear context and provide added value. Avoid off-topic or forced links.
• Example:
Link to a clothing category in an article about sports equipment.
• Anchor optimization
Choose anchors that precisely describe the target page without being repetitive or over-optimized.
• Tip:
Prefer "Discover our running shoes" to "Click here".
Practical case studies
Example 1: A cosmetics store increasing its sales through siloing
• Context
An online cosmetics store restructured its site by creating silos for each main category: skincare, makeup, and hair products.
• Results
- Better navigation for users, reducing bounce rate.
- Increased online sales thanks to an optimized user experience.
• Key takeaway
A clear structure based on silos improves both SEO and conversions.
Example 2: A gadget store using semantic silos to strengthen its SEO
• Context
The shop created a semantic cluster around its drones, with supporting pages like "Tips for choosing a drone", "Essential accessories" and "Drone maintenance".
• Results
- First-page ranking on specific keywords related to drones.
- Increase in qualified organic traffic.
• Key takeaway
Semantic silos help demonstrate expertise on a specific topic, which attracts targeted customers.
Example 3: A bookstore optimizing its product pages with strategic internal links
• Context
Each product page includes internal links to:
- Similar books.
- Reading guides for specific genres.
- A "Best Sellers" category to encourage impulse buying.
• Results
- Increased average session duration.
- Increase in cross-sales thanks to internal recommendations.
• Key takeaway
Relevant internal links on product pages make navigation easier and encourage multiple purchases.
Automation and ongoing management of internal linking
Using automation tools to create and manage internal links
• Why automate?
Automation saves time and maintains a consistent structure, even as your online store grows.
• Recommended tools
- Yoast SEO Premium: Automatically adds relevant internal links to your content.
- Link Whisper: Analyzes your site and suggests smart internal linking opportunities.
Regularly update internal linking based on new content
• Importance of updates
Each new content must be integrated into your internal linking to strengthen the connections between your pages.
• Best practices
- Link your new blog posts to the relevant product pages.
- Add internal links to existing pages from your new content.
Periodically audit your link structure to detect weaknesses
• Why audit regularly?
Over time, some links may become broken, redundant, or useless, which can harm your SEO and user experience.
• Tools for auditing
- Screaming Frog: Detects broken links and multiple redirects.
- Google Search Console: Detects crawl errors related to internal links.
• Action plan
- Fix or remove broken links.
- Reorganize the links if your strategy or content has evolved.
Continuous and automated management of internal linking ensures the sustainability of your SEO and offers smooth navigation for your visitors.
Future trends in internal linking
Impact of artificial intelligence on internal link management
• How AI is transforming internal linking
Artificial intelligence makes it easier to analyze and optimize internal links in real time.
• Practical applications
- Automatic suggestions: AI can identify the best connections between your pages to enhance user experience and SEO.
- Data-driven optimization: AI algorithms analyze visitor behavior to dynamically adjust internal links.
Innovative approaches for shops using dynamic pages
• Challenges of dynamic pages
Online shops with many product pages must meet the challenge of maintaining a consistent and optimized internal linking structure.
• Modern solutions
- Use dynamic templates to automatically link products to relevant categories and blog posts.
- Integrate tools like Link Whisper or custom solutions to manage frequent updates.
Link between internal linking and voice or visual search
• Impact of new search methods
Voice and visual search change the way users access content, making a well-structured internal linking system even more essential.
• Best practices
- Structure internal links to answer conversational voice search queries.
- Optimize images and videos with relevant tags to improve navigation via visual search.
Future trends show that technological advances, such as artificial intelligence and multimodal search, will play a key role in developing efficient and intuitive internal linking.
Conclusion: Maximize the potential of your internal linking to boost sales
Importance of a strong internal linking structure for online stores
A well-structured internal linking is the key to maximizing both SEO and user experience. By guiding your visitors intuitively through your shop, you increase conversion chances while boosting your visibility on Google.
Summary of best practices
• 1. Create a logical structure
Organize your categories, subcategories, and products so that visitors and search engines can easily understand your site's hierarchy.
• 2. Leverage advanced strategies
Adopt semantic clusters and siloing to strengthen the relevance of your pages and maximize their SEO potential.
• 3. Use powerful tools
Integrate tools like Screaming Frog or Google Search Console to identify gaps and optimize your internal links.
Audit and optimize regularly to stay competitive
In a constantly evolving environment, it is essential to regularly check your internal linking to detect broken links, improve anchor texts, and follow market trends.
At KingEshop, I have seen how optimized internal linking can transform the performance of an online store. With over 130,000 shops supported since 2007, we have helped many entrepreneurs structure their sites to maximize their sales potential.
Take the time to plan and regularly review your internal linking strategy. It's a powerful lever to boost your sales and build customer loyalty while strengthening your online visibility.
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