When you’re managing a big online store, smart internal linking strategies for large eCommerce sites can make a huge difference. Not only does it help your customers navigate your store with ease, but it also tells Google which pages matter most. If you're running a site with hundreds or even thousands of product pages, blog articles, and categories, internal links are one of your secret weapons for better rankings and a smooth user journey.

I’ve seen firsthand how strong internal linking can boost page views, reduce bounce rates, and keep customers on your site longer. Let’s dive into some proven techniques that large eCommerce websites can use to organize their content, improve user experience, and climb the search results.

What Is Internal Linking?

Internal linking simply means creating hyperlinks that connect one page of your website to another. It sounds simple, but it plays a powerful role in how users and search engines experience your site.

Why Internal Links Matter:

• They guide users to relevant products or information
  
  

• They help distribute page authority across your site
  
  

• They make your site easier for search engines to crawl
  
  

• They increase time on site and reduce bounce rate
  
  

• They support conversions by leading shoppers to buying pages
  Common Challenges in Large eCommerce Websites

Big eCommerce sites often run into unique hurdles that smaller sites don’t face. These include:

• Too many pages: From product listings to seasonal sales, the site grows fast.
  
  

• Orphan pages: Pages that aren’t linked from anywhere become hard to find.
  
  

• Complex navigation: Users may get lost if links aren’t clear and useful.
  
  

• Poor crawl budget management: Google might not reach all your pages.
  
  

Good internal linking helps solve these problems, and more.

7 Proven Internal Linking Strategies for Large eCommerce Sites

Let’s walk through the most effective internal linking methods that work specifically for large-scale online stores.

1. Use Category Pages as Hubs

Category pages are your foundation. They naturally connect to all the products within them.

• Link category pages from:
  
  

  • The main menu
    
    

  • Footer sections
    
    

  • Blog posts
    
    

  • Related categories
    
    

This setup not only boosts Ecommerce SEO Service but helps shoppers find what they’re looking for faster.

2. Link Between Related Products

Make sure your product pages link to other relevant products.

• Examples:
  
  

  • “Customers also bought” sections
    
    

  • “Similar items” or “You might like”
    
    

  • Bundles and combos
    
    

This increases your average order value and helps search engines understand the relationship between products.

3. Create and Maintain a Clear URL Structure

Each page should be logically organized under your site's hierarchy.

• For example:
  
  

  • /electronics/smartphones/iphone-13
    
    

  • /electronics/accessories/chargers
    
    

This structure makes linking cleaner and improves crawlability.

4. Leverage Breadcrumb Navigation

Breadcrumbs help both users and search engines understand where a page sits in the site hierarchy.

• Bonus:
  
  

  • Google may show breadcrumbs in search results, which improves CTR.
    
    

  • It encourages users to click backward rather than leaving the site.
    
    

5. Add Internal Links in Blog Content

Content marketing is a powerful tool for SEO. Don’t let your blog posts just sit there—make them work harder.

• Ways to do it:
  
  

  • Link to product pages from how-to guides
    
    

  • Add links to categories when discussing broader topics
    
    

  • Use keyword-rich anchor text naturally
    
    

6. Identify and Fix Orphan Pages

An orphan page is a page with no internal links pointing to it. These pages are nearly invisible to both users and search engines.

• Use SEO tools like:
  
  

  • Screaming Frog
    
    

  • Ahrefs
    
    

  • SEMrush
    
    

These tools can find orphan pages, so you can add useful internal links and improve their visibility.

7. Use HTML Sitemaps and Internal Search

These are especially helpful on large sites with thousands of SKUs.

• HTML sitemaps offer a full overview of your content
  
  

• Internal search helps users jump directly to what they need
  
  

• Add links from top-performing search results to key pages
  
  

Best Practices for Effective Internal Linking

Let’s look at a few golden rules to follow:

✅ Keep Links Relevant

Don’t just link for the sake of it. Make sure each link adds value and connects to content that truly helps your visitor.

✅ Use Natural Anchor Text

Avoid over-optimization. Instead of always linking with exact match keywords, mix things up with:

• Branded terms
  
  

• Partial matches
  
  

• Contextual phrases
  
  

✅ Limit the Number of Links Per Page

Too many links can dilute SEO value and overwhelm visitors. Stick to a manageable number, especially on key landing pages.

✅ Update Older Pages with Fresh Links

When you publish new content or add new products, go back and link to them from older high-traffic pages.

Voice Search and NLP-Friendly Linking

Modern SEO is all about natural language. Thanks to Google’s RankBrain and NLP tech, your site should “talk” like your users do.

• Use questions as headers (like the ones in this FAQ)
  
  

• Create links using conversational phrases
  
  

• Include semantically related keywords like:
  
  

  • “product recommendations”
    
    

  • “navigation tips”
    
    

  • “SEO for online stores”
    
    

  • “linking for user experience”
    
    

  • “eCommerce site structure”
    
    

Frequently Asked Questions

What are internal links in eCommerce?

Internal links connect different pages within your website, helping customers explore more and making it easier for search engines to understand your site structure.

How do I know which pages to link together?

Start by linking pages that are related. Product pages should link to categories, blog posts can link to products, and category pages can link to featured or bestselling items.

Can internal linking improve SEO rankings?

Yes! Internal links spread link equity and help search engines crawl and rank your pages better, especially on large eCommerce sites.

How often should I update my internal links?

Review them regularly—especially when launching new products or updating old blog content. Keep links relevant and useful.

Do breadcrumbs count as internal links?

Absolutely. Breadcrumbs are a smart internal linking technique that improves navigation and helps with SEO.

Final Thoughts

Strong internal linking strategies for large eCommerce sites aren’t just good for SEO—they make your entire website more user-friendly. Whether you're linking from blogs to product pages or building out clean category structures, every link you add has the potential to guide, inform, and convert.

From my experience, brands that prioritize internal links often see big wins in traffic, rankings, and sales. So if you want a smarter, more connected site, this is where you start.