When it comes to site optimisation, it can sometimes feel like a lot of the public conversation typically centres on external linking – in other words, links from one website to another website.

That’s a subject we have addressed extensively on the Jumping Spider Media blog, including when we recently explained why link building is still relevant to brands’ search engine optimisation (SEO) efforts in the 2020s.

But what about internal links, which are links from one webpage to another one on the same website domain? Those are certainly crucial too, including for enabling shoppers to get from one part of an e-tail site to another, so that they can quickly find the products they are seeking.

Internal linking isn’t completely unrelated to SEO, either, as it can help a search engine to better understand the structure and hierarchy of the given site. That, in turn, could help make the site easier to find in search results for relevant search terms.

So, if you run an ecommerce site, you certainly shouldn’t be ignoring the internal linking aspects of your site optimisation efforts, whatever time of year it is. With all that in mind, here are a few steps that you might take to improve this element of your online store.

  • Incorporate more internal links into category and subcategory pages

As you write content for these parts of your ecommerce site, it might appear to you that there are certain other category pages – or perhaps even blog posts, or a frequently asked questions (FAQs) page, if you have one – to which you could link.

Including more internal links could therefore help enhance your site visitors’ understanding of topics such as how to use your store’s products, or how much they can expect to pay for delivery.

  • Be descriptive and specific with your internal link text

If you have a big ongoing sales campaign for a particular category of items on your website, it is a much better idea to use specific text – such as “Get as much as 50% off homeware” – than it is to simply use “Click here”, or something similarly generic.

After all, you won’t want to miss an opportunity with your internal links to grab your target customers’ attention, so that they might actually click through to the given page.

  • Refer to related products and browsing opportunities

Hopefully, you will already have some kind of “related products” widget on your ecommerce site. However, whether you do or you don’t, you might be missing out on opportunities to refer to other parts of your site with your internal links (as we did at the top of this article with a link to our piece about link building, for example).

A relatively “obvious” place to incorporate internal links, is your store’s product pages. So, if there are certain items in your store, or category pages, that would seem to naturally “go together”, it can be well worth considering how to use internal links to connect those parts of your site more explicitly.

There is a lot to think about when it comes to effective optimisation of an e-tail portal, and bolstering the use of internal linking is just one thing that you can do.

So, why not browse our wider blog for further advice on how to enhance your brand’s online presence? You are also welcome to get in touch with the Jumping Spider Media team directly for services that are tailored to your organisation’s aspirations and needs for 2024 (and beyond).