Internal links — links from one page on your Shopify store to another page on the same store — are one of the most underused SEO tools available. They do two important things: they help Google understand which pages are most important on your site, and they help visitors find related products and content they would not otherwise discover. Here is how to use them well.
Why Internal Links Matter for Shopify SEO
Google discovers pages by following links. Internal links help Google find all your pages and understand their relationship to each other. More importantly, they pass “link equity” — when your homepage (which has many external links pointing to it) internally links to a product page, some of that authority transfers to the product page, helping it rank higher.
Pages with many internal links pointing to them are implicitly signalled as more important. Your most important pages (best-selling products, key collection pages) should have the most internal links pointing to them from across your site.
Link From Blog Posts to Product and Collection Pages
Blog posts are the most natural place to add internal links. A post about “How to care for your silk saree” should link to your silk saree collection page and your top-selling sarees. A post about “Best skincare routine for oily skin” should link to your cleanser, toner, and moisturiser product pages.
Use descriptive anchor text (the clickable link text) rather than generic phrases. “our best-selling vitamin C serum” is better anchor text than “click here” or “this product.” Descriptive anchor text tells Google what the linked page is about and strengthens the ranking of the destination page for that keyword.
Add Related Products With Internal Links
Product pages that link to complementary products keep visitors on your store longer and increase average order value. Sections like “Pair well with,” “Complete the look,” or “Customers also bought” are all internal links. Set these up using Shopify’s built-in product recommendations or apps like Frequently Bought Together or LimeSpot Personalizer.
Link Between Collection Pages
Your collection page descriptions are a great place to link to related collections. For example, your “Women’s Ethnic Wear” collection description might include: “Also browse our Saree Collection and Lehengas for special occasions.” These links keep shoppers exploring and pass authority between your important category pages.
Fix Orphan Pages — Pages With No Internal Links
An orphan page is a page that no other page on your site links to. Google finds it harder to discover these pages and assigns them lower authority. Use Screaming Frog (free for up to 500 URLs) to crawl your store and identify orphan pages. Then add internal links from relevant pages to connect these orphans into your site’s structure.
Do Not Overdo It — Quality Over Quantity
Adding 50 internal links to every page is not better than adding 5 well-chosen ones. Too many links dilute the value passed to each destination. Keep internal links relevant and genuinely useful for the visitor. A good rule: only add an internal link if a real visitor following it would find it helpful for their current journey through your store.
OneOnic builds Shopify stores with proper internal linking architecture designed for long-term SEO performance. See our Shopify portfolio or contact our team to discuss your store’s SEO structure.
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