A Guide to Internal Linking and Website Optimization

Internal linking is an often underestimated but powerful SEO strategy that can significantly boost your website’s visibility and user experience. When done correctly, it can enhance your site’s search engine rankings, guide users through your content, and establish a solid information hierarchy. In this guide by Avetti Commerce, we’ll delve into the fundamentals of internal linking and how to use it effectively for your website’s benefit.

What is Internal Linking?

Internal linking, a key element in Multi-Store eCommerce strategy, is the practice of connecting one page on your website to another through hyperlinks. These hyperlinks can be within the same content or direct users to related articles, pages, or resources on your website. It’s a crucial on-page SEO technique that helps search engines understand the structure and relevance of your content.

The Importance of Internal Linking

1. Improved User Experience: Internal links help users navigate your website more easily, making it simpler for them to find relevant information and stay engaged with your content.

2. SEO Benefits: Search engines like Google use internal links to crawl and index your website. Effective internal linking can help search engines discover new pages and understand the context and relationships between pages.

3. Page Authority Distribution: Internal linking allows you to distribute the authority of highly-ranked pages to other related pages, boosting their SEO ranking potential.

Best Practices for Internal Linking

1. Use Descriptive Anchor Text: The anchor text (the clickable part of the link) should be descriptive and provide context. Avoid generic phrases like “click here.”

2. Prioritize Relevance: Link to pages with related content. This helps search engines understand the thematic structure of your site and enhances user experience.

3. Mind Your Page Depth: Ensure that vital pages, like those concerning PunchOut Commerce, are readily accessible within your site’s structure. The more clicks it takes to reach a page, the less authority it is likely to receive.

4. Avoid Over-Optimization: Don’t overstuff your content with internal links; it can appear spammy and harm user experience.

5. Fix Broken Links: Regularly check for and fix broken internal links to maintain a smooth user experience.

Creating a Smart Internal Linking Strategy

1. Audit Your Existing Links: Start by conducting a thorough audit of your website’s existing internal links. Identify gaps and opportunities for improvement.

2. Content Mapping: Create a content map to visualize the relationships between different pages and plan your internal linking strategy accordingly.

3. Hierarchical Structure: Organize your content into a hierarchical structure with a focus on optimizing your website for marketplace solutions. High-level category pages should link to subcategory pages and individual articles.

4. Maintain Consistency: Stick to a consistent internal linking structure throughout your site to make navigation predictable for users and search engines.


Incorporating a well-thought-out internal linking strategy is essential for improving both user experience and SEO performance on your website. By following best practices, creating a smart linking strategy, and utilizing helpful tools like TIPR, you can harness the full potential of internal linking to enhance your online presence and deliver value to your audience.

Don’t underestimate the power of internal links—they are not just pathways between pages but valuable assets in your SEO toolkit. Start optimizing your internal linking strategy today, and watch your website climb the search engine rankings while providing a seamless user experience.