Optimize internal links of your online store

5 tips on how to optimize them

How to optimize the internal linking of your online store is revealed in our 5 tips in the following Google SEO tutorial. We’ll show you common mistakes so you don’t make them in the first place.

This is what the following article is about

Since the SEO topics have been more than well received by you, we will continue with a special and very important topic: internal linking. In this video you will learn what to look out for. However, if your concern is of a different nature, you are also welcome to contact our SEO and SEA experts report or generally contact us as an eCommerce agency.

Optimize internal links of your online store - Get an overview with Screaming Frog

But let’s start with the thematic part. In order to know what’s going on under the hood of your online store in the first place, we as SEOs need to get an overview. Tools like Screaming Frog can help with this. Screaming Frog is a crawler tool. But what can this one do and what does it do? Screaming Frog is a crawling tool that is installed as a program on the computer (Windows, Mac). It is easy to use and is one of the most popular tools in the field of onpage optimization. This may be due to the fact that the tool enables a complete technical and content audit of one’s own website, without much effort. More about the tool can be found in our detailed episode. This means we can use it to read out all our links within the website, among other things. To be able to make even more statements, it is recommended to connect the Google Search Console via API.

These are the key questions you should ask yourself

What to look for then are the following key questions.

  • Which pages link to other pages?
  • What is the link anchor text
  • Which pages receive a lot of inbound links and which receive very few?
  • Do links exist to pages that no longer exist?
  • Where exactly are these links positioned on the website?

These are exactly the questions our crawler tool can answer for us. But how exactly should we proceed if we want to achieve maximum results in the search engine results pages?

Optimize internal links of your online store - Mistake # 1

One proceeds here from coarse to fine. That means first you should exclude gross errors. So for example. Links to pages that no longer exist. If site visitors arrive at a 404 page, this is less conducive to presenting them with the best possible content, ergo Google penalizes this. But it’s best not to make any mistakes in the first place. Therefore, on our part, a few tips that are often made, but from now on better left alone.
Too many links: Just because you have e.g. has built a wiki and has covered just about every term in his industry with it in detail, you shouldn’t keep linking that. Try to concentrate on the essentials. Of course, it always depends on how long your text is, how many links it can contain, but such a rough direction would be 3 – 5 links per 1000 – 1500 words. If there are too many, none of the links appear to be relevant for the Google Bot and they devalue themselves.

Concentrate on your focus pages

Concentrate on your focus pages. Landings pages are usually prioritized more than blog articles. Why? If only because these usually have a less pronounced directory depth. That is: a URL for a page could be: domain.de/thema. For the blog, however, this would rather be: domain.de/wiki/thema. Accordingly, you should have a plan and strategy created for your website from the very beginning if your goal is to rank high. But even if that’s not the case and both have the same directory depth, your concern should be to push the sales-oriented page more than the informational page. That means one strategy could be to give the landing page the main keyword in the URL and use longtail keyword variants for the blogs. Now you can write as many blogs as you want and keep linking to the main page to push them.
But what else is important in actual linking?

Concentrate on your focus pages - The anchor text

We had just included it in the core questions: The anchor text. That is, the text within the blog to which the link is set. So exactly this section of the sentence, which is then marked in color and underlined. This can be e.g. be the main keyword of the page to be linked. So on us for example. related: Google SEO Agency. This is the URL as well as the page title, and the anchor text within the blog article can be the same. If possible, please avoid general phrases such as “click here” or “to the product”. This anchor text should not be used within the page to link to other pages. So for example. the anchor text would be “Google SEO Agency” and we link to the page ebakery.com/google-seo-agency. Then 2 paragraphs further on we should not use the anchor text again on another page like for example. link another SEO agency.

You should pay attention to this hint

But here is another subtle hint that should be imperatively observed. Let’s take an eCommerce example. You sell men’s shoes and have now created the page “domain.de/mens-shoes” as a category page. Now write a blog article that you want to optimize for the keyword “men’s shoes for summer”. Then you should not have included “men’s shoes for summer” in any of your link anchor texts. Just “men’s shoes” as an anchor text for the category page, would be appropriate, but you never link to the keyword you want to rank for within that page or blog article.

OnPage optimization with eBakery

But those were just basic things that touch on the complexity of linking. If you would like to learn more about this, let our SEO experts advise you. We are also happy to take on the analysis and implementation ourselves. You can get all the info on the linked page. Otherwise make an appointment with us directly below.

Do you have questions or need an individual offer? Do not hesitate to contact us.


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