A new expert roundup published by Featured is making waves among e-commerce pros, revealing how subtle changes to internal linking can lead to massive jumps in Shopify sales, SEO rankings, and customer engagement. The article, titled “10 Internal Linking Strategies for Shopify Stores”, compiles insights from ten seasoned digital retail leaders who are leveraging site architecture in ways that go far beyond conventional SEO advice.
But make no mistake—this isn’t another checklist of best practices.
These strategies, as shared in the article, are not theoretical. They’ve been battle-tested on real stores, producing results like 134% spikes in organic traffic, 35% longer average sessions, and 60% jumps in category page rankings. And in a landscape where AI-generated content is flooding search engines, structure and strategy are becoming the new currency.
“We’ve entered an era where the winners in e-commerce aren’t just the ones with the best products—but the ones who know how to guide users through their store with precision,” said Blake Smith, a Shopify SEO consultant featured in the piece. “Link structure is where user experience and search visibility collide.”
The Shopify ecosystem has long emphasized visuals, apps, and upsells. But this new wave of strategies shows that something as old-school as internal links might be one of the most overlooked growth levers.
From linking “inspiration content” directly to product categories to building “hub-and-spoke” SEO pyramids that Google crawlers love, the tactics featured aren’t about stuffing keywords or gaming algorithms. They’re about understanding how real people shop—and designing paths that match their intent.
It’s not just SEO practitioners who are benefiting either. E-commerce founders like Suchi Jain Saxena of CustomCuff describe how linking emotional inspiration content to relevant product categories helped boost conversions by connecting customers with their reasons to buy—not just the products themselves.
Whether it’s a boutique candle brand using monthly Google Search Console data to power link decisions or a nursery linking plant varieties based on companion gardening principles, the strategies are as varied as the businesses themselves.
But what unites them is clear: internal links aren’t just technical SEO—they’re customer psychology in HTML form.
“Internal linking is about creating continuity,” said Oscar Diaz, CTO of Sobefy eCommerce. “When done right, it builds trust, encourages discovery, and subtly nudges users deeper into your ecosystem.”
These aren’t quick hacks. They’re part of a more deliberate, architecture-first mindset—one that Shopify merchants are adopting to stand out in an increasingly noisy and commoditized online retail space.
Despite how straightforward these strategies sound, most Shopify stores still treat internal links as afterthoughts. Generic anchor text, broken page hierarchies, and isolated product pages are still the norm.
“Most Shopify merchants think internal links are just for SEO bots - but the real power is in shaping how customers move through your store,” said Ben Poulton, founder of Intellar. “We’ve seen dramatic gains in both engagement and sales simply by structuring our links like a conversation with the customer, leading them naturally from discovery to decision.”
Ben contends that those who get internal linking right are already seeing compound returns: better organic rankings, higher dwell time, stronger topical authority, and ultimately, more sales.
About Featured: Featured is a platform curating insights from industry experts across sectors like e-commerce, SaaS, and digital marketing. By combining real-world advice with actionable strategy, Featured delivers editorial-grade content designed to inform and inspire.
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