One of an important part of SEO is internal link building. It can improve the ROI, decrease the bounce rate and bring more profits, especially for an eCommerce website, which has hundreds of products. Linking to a different page within your eCommerce website helps you to improve navigation and make people stay on your site for longer time.
While links will always be the main focus for SEO, on-page optimization has become extremely important as the focus on quality websites continues to increase. If you need a refresher about proper site optimization take a look at our definitive on-page optimization guide. Instead of just blindly building internal links, you need to develop a strategy that will help your website thrive in SEO terms. Here we will discuss the different ways through which you can use internal linking on your shopping portal.
1. Clear website navigation
Website Navigation can be broken down into the main page navigation and a sub navigation. The main page navigation generally links to the main pages on the site. e.g. Home Page, Contact Us, Sitemap…And sub navigation generally contains some categories such as products, services and blogs.
Whether you decide to have all your site navigation together in a dynamic menu or split up into a main navigation bar and sub menu there are some things you need to do to improve your internal link building and on-site search engine optimization.
2. Link categories with other categories
Have you done this before? Or did you even know about this? This kind of linking is the one that many eCommerce companies miss. Now you might be thinking what is the point in linking one category page to another? For most of you it might seem to be too much. However, this is actually a great way to make your web-store, easy to navigate and improve SEO.
Category pages will obviously have better SEO than the product pages as they must be easy to find. Thus, you must take advantage of this by adding internal links using the right keywords in the anchor text. It is good if you focus on the higher volume keywords. Even though keyword rich anchor text is not that good when writing content and publishing them on your website, they are FINE in the case of category pages.
3. Link products to other products
Always make sure that your product/ service pages are linking to one another if they are related. If you sell something in two different styles or for two different prices, make sure that your pages are making reference to the others. Linking to additional styles, models, or even colors of a product can benefit both the overall SEO as well as the user experience. Remember, interlinking should be done to help improve your SEO but it also serves a purpose when it comes to use experience.
4. Link relevant blog content
Interlinking blog content is a common practice for most websites, and as your blog grows, the more relevant blog posts you will have to interlink. This is one of those business SEO tips that helps to improve your website in several ways. It helps your users navigate your website and discover more content. This engages them for a longer period of time, keeping them on your website and lowering your bounce rate.
The more time your readers stay on your website, the higher the likelihood that they make a purchase, or return to make a purchase. It all starts with high quality content, and by interlinking you give your readers the chance to interact with additional content. This builds trust and helps to establish a business and consumer relationship.
5. Cross link pages
Cross-linking is a creative process that can be done on all types of pages. One of the most effective is blog posts, especially product review posts. Those are golden SEO opportunities to cross-link to money pages and further help increase keyword relevancy.
If a blog post is relevant to a product or category page on your website, you should link to that page from within the body text of the blog post. If possible, use the keywords for which you want to get high rankings. If that doesn’t look natural, use a relevant anchor text that describes the product or category page.
Link building has been a touchy subject, as businesses want to make sure they avoid a Google penalty, but internal linking is a completely different animal. You aren’t creating internal links to game your rankings, and you can’t spam your website within your own website. Internal linking allows you to use descriptive anchor text and direct your traffic to specific pages. Use non-spammy anchor text when you link, and avoid keyword heavy anchors and you will be fine.