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By Darren Hall
Head of Client Services – Finsbury Media
Most e-commerce brands obsess over backlinks but overlook one of the most controllable SEO levers: internal linking.
Internal linking is how you connect your pages together — guiding users to the right products and telling Google which pages matter most. In 2025, a strategic internal linking structure can:
- Boost rankings for high-priority pages
- Improve crawl efficiency
- Enhance user experience and conversions
Done well, it’s a revenue driver. Done badly, it’s a missed opportunity.
Why internal linking matters for e-commerce
Internal links pass authority (“link equity”) from one page to another. In an e-commerce context, that means your high-authority pages (like your homepage) can help category and product pages rank better.
It also:
- Improves indexation of deep product pages
- Creates logical content hierarchies
- Keeps users browsing for longer
Our E-commerce SEO Agency team regularly uses internal linking audits to uncover hidden ranking opportunities.
Common internal linking mistakes
Orphan pages
Pages with no internal links pointing to them are invisible to crawlers and users.
Over-optimised anchors
Using the exact same keyword-rich anchor text repeatedly can look manipulative to Google.
Poor hierarchy
Linking randomly instead of following a logical category → subcategory → product flow.
We’ve put together every single check we run – all 37 steps – into a simple, actionable PDF you can use to benchmark your store.
To access it, enter your details and we’ll send it straight to your inbox.
Inside you’ll find:
- The exact technical, on-page, and content checks we use on client sites
- Core Web Vitals testing criteria
- Structured data essentials
Off-site & brand health checks
(This is the same framework we use to run paid audits for 7-8 figure UK e-commerce brands.)
How to optimise your internal linking strategy
1. Map your hierarchy
Plan a clear site structure: Homepage → Category → Subcategory → Product.
2. Use breadcrumb navigation
Breadcrumbs improve user navigation and provide valuable contextual links for search engines.
3. Add cross-links between related products
“Related items” and “You may also like” sections distribute link equity and keep shoppers browsing.
4. Link from content hubs
Link from buying guides, blog posts, and FAQs to relevant category and product pages.
5. Monitor link health
Check for broken or redirected internal links regularly.
The bottom line
Internal linking is one of the most cost-effective SEO improvements you can make. By structuring your site to guide both users and search engines, you’ll improve rankings, boost conversions, and create a better shopping experience.
If you’re unsure where to start, our E-commerce SEO Agency team can run a full internal linking audit and restructure your site for maximum impact.
Want an internal linking strategy that drives results?
We help UK e-commerce brands turn disjointed websites into SEO-friendly, conversion-focused structures.
FAQs
1. What is an orphan page in e-commerce?
An orphan page is a page with no internal links pointing to it from anywhere else on your site. In e-commerce, this often happens with seasonal or discontinued product pages that are still live but not linked from categories, search, or other products. Orphan pages are hard for Google to find and index, meaning they receive little to no organic traffic. Regularly auditing your site for orphan pages and reintegrating or redirecting them is essential for maintaining crawl efficiency and preserving link equity.
2. How many internal links should a page have?
There’s no fixed number, but each page should have enough relevant links to help users navigate and to pass authority effectively. For e-commerce category pages, this might mean linking to subcategories, popular products, and related content. Product pages can link to related products, upsells, and parent categories. The goal is to keep the linking natural and useful — avoid stuffing dozens of links purely for SEO. Balance link quantity with relevance and usability for the best results.
3. Should anchor text always include keywords?
Not always. While including keywords in anchor text can help SEO, overusing exact-match anchors can appear spammy. Mix keyword-rich anchors with branded, partial-match, and generic anchors like “view range” or “shop now.” This keeps your internal linking profile looking natural to Google while still signalling relevance. For e-commerce sites, the priority is to use anchor text that accurately describes the destination page and encourages clicks, while keeping the variety to avoid over-optimisation.
4. Can internal linking help new product pages rank faster?
Yes. Linking to new product pages from high-authority areas of your site — such as your homepage, top categories, or relevant blog posts — can help them get indexed and ranked faster. Internal links pass authority and signal to Google that the page is important. You can also temporarily feature new products in “bestseller” or “new arrivals” sections to drive traffic and engagement, which can indirectly improve rankings. Just remember to update these sections regularly to keep them relevant.
5. How often should I audit my internal links?
At least twice a year, and after any major site restructure or migration. Regular audits help identify broken links, redirects, orphan pages, and opportunities to strengthen your internal linking for SEO. In e-commerce, where products and categories can change frequently, quarterly checks are ideal. Use tools like Screaming Frog or Ahrefs to crawl your site and review link health. An ongoing internal linking strategy ensures your most important pages continue to receive the authority and visibility they need.