Improving product page rankings with internal links for BigCommerce stores

Ever noticed how some online stores seem to effortlessly climb search rankings while others struggle to get visibility? The secret often lies not in constantly creating new content, but in how effectively existing pages connect to each other. For BigCommerce store owners, mastering internal linking strategies can be the difference between product pages that languish in obscurity and those that drive consistent organic traffic.

What are internal links and why do they matter for your BigCommerce store?

Internal links are hyperlinks that connect one page on your website to another page on the same domain. Unlike external links (which point to other websites), internal links create pathways for both users and search engines to navigate through your store.

For BigCommerce merchants specifically, internal links serve three critical functions:

1. Distribute page authority throughout your store
2. Guide search engines to discover and understand your product relationships
3. Enhance user experience by connecting shoppers with relevant products

According to a study cited by PageGenie, strategic internal linking can improve rankings for target keywords by up to 30% when implemented correctly. This makes internal linking one of the most accessible yet powerful SEO tactics available to BigCommerce merchants.

7 internal linking strategies to boost BigCommerce product page SEO

1. Use descriptive, keyword-rich anchor text

The words you use in your hyperlinks (anchor text) tell both users and search engines what to expect on the linked page. Generic phrases like “click here” or “learn more” waste valuable SEO opportunities.

Do this instead:

• Replace “View our collection” with “Shop our handcrafted leather wallets”
• Swap “Click for more options” with “Explore our organic cotton t-shirt colors”

This approach signals to search engines exactly what content is being linked, improving your page relevance for those specific terms. Think of anchor text as a preview of the destination – the more descriptive and relevant it is, the more likely users are to click and search engines are to understand the relationship.

2. Create logical content silos

Content silos group related content together through strategic internal linking. For BigCommerce stores, this means creating clear pathways from broad categories down to specific products.

For example, a fashion retailer might structure:

• Women’s Clothing (Category) → Summer Collection (Subcategory) → Maxi Dresses (Product Category) → Specific Maxi Dress Product

This hierarchy helps search engines understand your site structure and establishes topical authority, which WebyKing identifies as crucial for e-commerce SEO success. It’s like organizing your store into distinct departments and aisles – when everything has a logical place, both shoppers and search engines can navigate more efficiently.

3. Cross-link related products

When a customer views a product, they’re signaling interest in a particular type of item. Leverage this intent by linking to complementary products directly from your product pages.

Effective cross-linking examples:

• Link a camera to compatible lenses, cases, and memory cards
• Connect running shoes to performance socks, fitness trackers, and running apparel

Each of these links creates additional entry points to product pages while helping search engines understand product relationships. Imagine a customer browsing a high-end coffee maker – they’re likely also interested in premium coffee beans, filters, or cleaning supplies. These natural connections not only improve SEO but can significantly increase average order value.

4. Optimize your navigation structure

Your site’s main navigation does more than help customers find products—it’s a powerful internal linking opportunity. BigCommerce’s native architecture supports clean, SEO-friendly navigation, but you need to optimize it.

Best practices include:

• Limit top-level categories to 7-10 options to prevent overwhelming users
• Ensure every product is accessible within 3 clicks from the homepage
• Use descriptive category names that incorporate primary keywords

According to BigCommerce’s own SEO documentation, optimized navigation significantly improves crawlability and indexation of product pages. Think of your navigation as the main highways of your store – they should be direct, clearly marked, and lead to all major destinations without unnecessary detours.

5. Leverage blog content for strategic product linking

Your blog content serves as the perfect opportunity to naturally link to relevant products. Each post should include 2-4 contextual links to product or category pages using relevant anchor text.

For example:

• In a post about “Summer Skincare Essentials,” link to your sunscreen products with anchor text like “broad-spectrum mineral sunscreen”
• When discussing “Home Office Setup Tips,” link to your ergonomic chairs using anchor text such as “supportive office chairs with lumbar support”

Remember, these links should feel natural and helpful, not forced or promotional. The best content educates or entertains first, then subtly guides readers toward relevant products. This approach builds trust while creating valuable pathways to your product pages.

6. Create dedicated internal linking sections

Beyond contextual links within your content, consider adding structured sections like:

• “Related Products” at the bottom of product pages
• “You May Also Like” sidebars on category pages
• “Frequently Bought Together” bundles on product pages

These dedicated sections provide additional internal linking opportunities while enhancing the shopping experience. They’re like the impulse-buy displays near checkout registers – strategically placed to catch attention when customer interest is already high. According to Groove Commerce, these structured recommendation sections can significantly increase time on site and pages viewed per session.

7. Regularly audit and fix broken internal links

Broken links waste link equity and create negative user experiences. Set up a regular schedule (at least quarterly) to identify and fix broken internal links using tools like Google Search Console or dedicated SEO platforms.

Pay special attention after:

• Removing or merging products
• Changing URL structures
• Major site redesigns

A broken link is like a dead end in your store – it frustrates customers and prevents search engines from fully exploring your site. Regular maintenance ensures all pathways remain functional and valuable link equity isn’t lost to error pages.

How to implement internal linking in BigCommerce

BigCommerce offers several native features that make implementing these strategies straightforward:

Product cards in blog posts

BigCommerce’s blog platform allows you to easily embed product cards within content, creating visually appealing internal links that drive conversions. These product cards automatically update pricing and availability, ensuring your links always lead to current products.

Example implementation:
1. In your blog editor, click the "Product" button
2. Search for the relevant product
3. Select display options (image size, price display, etc.)
4. Insert the card at a natural point in your content

Category page descriptions

Take advantage of the HTML-enabled category descriptions to add contextual links to related categories and featured products. This space is often underutilized but provides valuable linking opportunities.

For instance, in a “Men’s Watches” category description, you might include:

“Discover our collection of premium timepieces, from everyday casual watches to luxury statement pieces. Perfect for pairing with our leather accessories for a complete look.”

Related products functionality

Use BigCommerce’s built-in related products feature to automatically generate cross-links between complementary items. You can customize these suggestions based on categories, tags, or manual selection.

As PageGenie notes, these automated product relationships not only improve SEO but can increase conversion rates by up to 15% when properly implemented.

Common internal linking mistakes to avoid

Even seasoned BigCommerce merchants make these internal linking errors:

1. Overloading pages with links: While there’s no absolute limit, pages with dozens of links dilute link value and can appear spammy. Aim for quality over quantity. A good rule of thumb is to include no more than 100 links per page, focusing on the most relevant connections.

2. Using inconsistent anchor text: Varying your anchor text slightly is good, but wildly inconsistent terms for the same target page can confuse search engines. Create a simple internal linking style guide to maintain consistency across your site.

3. Creating orphan pages: These are pages with no internal links pointing to them, making them difficult for both users and search engines to discover. Regularly audit your site to identify and connect these isolated pages.

4. Ignoring mobile experience: Internal links that work well on desktop may be difficult to tap or see on mobile devices. Test your internal linking structure on all device types. Remember that more than 60% of e-commerce traffic now comes from mobile devices, according to BigCommerce’s research.

Measuring the impact of your internal linking strategy

How do you know if your internal linking efforts are paying off? Monitor these key metrics:

• Organic traffic to linked pages: Look for increases after implementing new internal links
• Time on site and pages per session: Effective internal linking should increase both
• Crawl stats in Google Search Console: More efficient crawling indicates better internal linking
• Conversion rates on product pages: The ultimate goal of internal linking is driving more sales

Set up a simple tracking spreadsheet to monitor these metrics monthly, allowing you to identify which linking strategies are most effective for your specific store and audience.

Final thoughts

Internal linking is one of the most underutilized yet powerful SEO tactics available to BigCommerce store owners. Unlike many SEO strategies that require extensive technical knowledge or constant content creation, optimizing your internal link structure is a relatively simple process that can yield significant improvements in product page visibility.

By implementing the strategies outlined above, you’ll not only improve your search rankings but also create a more intuitive shopping experience that guides customers naturally through your product catalog.

Ready to transform your BigCommerce store’s SEO performance with AI-powered content strategies that include smart internal linking? CrocoAI’s platform specializes in creating conversion-focused content with strategic internal links to product pages, category pages, and related articles—all tailored specifically for BigCommerce stores.