Internal links are the foundation of a webshop that both sells and is easy to find in search engines. With a well-thought-out structure, clear anchor texts, and logical connections between categories, services, cases, and blog content, it becomes easier for both users and Google to understand what is related and which pages are the most important. This article discusses how to avoid typical mistakes and instead use internal links as a strategic lever for your SEO.
Internal links on Shopify webshops – Create a structure that sells
Internal links sound like something you should get a handle on someday. But internal links are not just decoration. They are the structure that helps both users and search engines understand what is connected, what is most important, and where the next logical step lies.
When you link correctly between the pages on your Shopify webshop, you create a path towards purchase and at the same time a clear information architecture that makes it easier for Google to crawl, prioritize, and rank your most important pages.
Hvad er interne links?
Internal links are links from one page on your website to another page on the same website. On a webshop, this could be when a category leads to a product page, or when a blog post points to a relevant collection, guide, or service.
The goal is simple: to create logical paths. When a visitor reads about performance, there should be a natural way forward to speed optimization. When someone investigates headless, they should be able to find a concrete example without wandering aimlessly.
Intern linkstruktur og informationsarkitektur
You can have strong content, but if the pages are like isolated islands, you won't get the full value. A good internal linking structure makes it clear which pages are central and how the subpages relate to them.
Typically start with your hub pages. On a bureau site, it will often be overviews of services and cases. On a Shopify webshop, it is typically categories, collections, and guides that gather related content and products.
A simple rule of thumb is to link from broad to specific and back again, so no one ends up in a dead end. If you want to see an example of a services hub, you can start on our page about services.
Anchor texts, relevance, and the user's next steps
The anchor text is the words that can be clicked on. It should tell what awaits on the other side. Therefore, you should avoid generic phrases like "click here" and instead write specifically what the reader will gain by following the link.
Think about intention and the next step: If the page is about performance, it makes sense to link to a page about speed optimization. If the reader is in research mode, you can link to a guide or a case study. If the reader is close to choosing a provider, you can link to a specific service and a relevant case.
Interne links mellem services, cases og insights
If internal links are to become a real growth engine, your most important pages should point to each other in a clear professional logic. It's not about linking a lot. It's about linking correctly, so you build topic clusters that make it easy to understand the connections.
A classic setup looks like this when you want to create a cohesive customer journey while also strengthening SEO:
- Insights explains the topic and answers questions, so you capture demand early.
- Services show how the need can be met and what the process involves.
- Cases document that the solution works in practice and reduces the risk for those considering a purchase.
When you mention performance as a theme, you can link to our hastighedsoptimering as the concrete solution. And when you talk about headless as an approach, it may be relevant to point to a concrete proof in the form of BAREEN-casen.
Typical mistakes with internal links on Shopify webshops
Most errors are not due to laziness, but to busyness and lack of planning. Shopify webshops grow quickly with new collections, campaigns, and content. If internal linking does not keep up, the site becomes harder to navigate for both people and crawlers.
Here are some of the most common problems we see in practice:
- Important pages are too far away from navigation and hub pages, so they receive too little internal authority.
- Blog posts do not link to relevant products, collections, or services, so traffic stops instead of moving on.
- Cases lack a clear connection to the service they document, so they do not support the decision well enough.
- Links become repetitions because there are no defined central pages that the rest should point to.
If you want to see how we typically connect strategy, structure, and Shopify setup, you can read about us as Shopify partner.
If you need help getting control of structure and internal link building, please write to us at contact@mercive.com or call us at +45 61 60 29 83.
