Internal Linking in Shopify SEO Explained

Internal linking is one of the most effective yet underused SEO strategies for Shopify stores. While many store owners focus on external backlinks or product optimisation, the way pages link to one another within a site can have a major impact on visibility, rankings, and user experience. Internal linking helps search engines crawl a store more effectively, distributes authority across pages, and guides customers to relevant products and categories. For Shopify merchants in the UK, mastering internal linking is essential for maximising organic traffic and creating a seamless shopping journey.

What Internal Linking Means in SEO

An internal link is a hyperlink that connects one page of a website to another within the same domain. Unlike external links that point to other sites, internal links are completely within a store owner’s control. For Shopify, internal linking often happens through navigation menus, product recommendations, collection pages, and blog content. When used strategically, internal links signal to search engines which pages are most important and how different sections of a store relate to each other.

Why Internal Linking Matters for Shopify Stores

Search engines rely on internal links to crawl websites and discover content. A Shopify store with poor internal linking can leave valuable pages hidden or hard to index, which limits rankings. Internal linking also distributes link equity, meaning that authority from high-performing pages can be passed to others. For example, a category page that ranks well can help boost visibility for individual product pages linked from it. Beyond SEO, internal linking improves user navigation, helping customers find related products or useful guides that increase time on site and conversions.

How Shopify Handles Internal Linking

Shopify provides a basic structure for internal linking through its navigation menus, collections, and automated breadcrumbs. However, store owners should not rely solely on these defaults. For example, collection pages often group related products, but they may not highlight the most strategic items without manual curation. Blogs are another opportunity for internal linking, yet many merchants fail to connect them properly to product or collection pages. Effective linking requires deliberate planning rather than leaving everything to Shopify’s automatic features.

Best Practices for Internal Linking on Shopify

The first best practice is to ensure that every important page is linked from somewhere else in the store. Orphan pages, which have no internal links pointing to them, are unlikely to rank. Product pages should always link back to their parent collection, and collections should link down to products. Cross-linking between related products also helps, such as linking a shoe listing to socks or shoe care accessories. Blogs should include contextual links to relevant collections or products, guiding readers from information to purchase.

Anchor Text Optimisation

The words used in an internal link, known as anchor text, influence how search engines interpret the target page. Generic anchors such as “click here” provide no context, while descriptive anchors like “men’s leather wallets” signal relevance. On Shopify, anchor text should be natural but keyword-friendly. For instance, linking from a blog post about fashion accessories to “our range of men’s leather wallets” improves both SEO and customer clarity. Over-optimisation should be avoided, but using keywords where they fit naturally is beneficial.

Navigation and Footer Links

Navigation menus and footers are some of the most important places for internal links because they appear across the site. Shopify makes it easy to edit these areas, but they should not be overloaded with too many links. A clear hierarchy of categories in the main navigation helps search engines and users alike. The footer can be used to link to secondary pages such as FAQs, shipping information, and policies. Keeping navigation simple but strategic ensures crawl efficiency and enhances usability.

Internal Linking Through Collections and Recommendations

Collections play a central role in Shopify stores and are a natural source of internal links. A well-structured collection helps distribute authority across multiple products. Product recommendation features, whether manual or automated, also create internal links that improve SEO. For example, “customers also bought” or “related products” sections not only help buyers but also strengthen the site’s internal link network. Customising these recommendations ensures that strategic products receive the most visibility.

Blog Content and Internal Linking Opportunities

Blogs are often underutilised on Shopify, but they provide powerful internal linking opportunities. A blog about “how to choose the right winter coat” can link directly to relevant collections or product pages, driving both SEO value and conversions. Internal linking within blogs also helps distribute traffic from informational searches to transactional pages. This is particularly valuable in the UK market, where shoppers often research extensively before buying.

Common Mistakes to Avoid

Some Shopify stores overdo internal linking, creating cluttered pages with too many links. Others fail to update links when slugs or collections change, leading to broken links and poor user experience. Another mistake is using identical anchor text for every link, which looks unnatural to search engines. Finally, relying only on menus for internal linking ignores opportunities within blogs and product descriptions.

Tools to Support Internal Linking Strategy

Shopify store owners can use Google Search Console to find pages that are not receiving enough internal links. Crawling tools such as Screaming Frog or Ahrefs can also map internal link structures and highlight gaps. Shopify apps may offer automated product recommendations, but these should be reviewed to ensure they align with SEO goals. Regular audits ensure that the internal linking strategy continues to support both rankings and usability.

Future Outlook for Internal Linking in Shopify SEO

As search engines increasingly focus on user experience and topical authority, internal linking will remain crucial. It not only helps pages rank but also signals relevance and trust. Shopify will likely continue improving automated internal linking features, but manual oversight will always be necessary. Stores that combine strategic internal linking with strong content and product optimisation will gain long-term visibility in competitive UK markets.

Conclusion

Internal linking is one of the most important but often underused aspects of Shopify SEO. By carefully linking products, collections, blogs, and support pages, store owners can improve rankings, distribute authority, and create a smoother customer journey. For UK businesses, mastering internal linking means stronger visibility, higher conversions, and a more professional online store.