Shopify Internal Linking Blueprint
This blueprint helps merchants pass relevance from informational pages to high value commercial pages.
At a glance
- Create anchor text rules by product category
- Link each post to one primary and two secondary targets
- Refresh top posts quarterly with updated links
- Measure assisted conversions from blog traffic
Create destination rules before editing posts
Internal linking works best when editors know the primary commercial target before they start writing. That stops posts from collecting random links and makes authority flow more deliberate.
Use a simple map that pairs each informational topic with one main destination and one or two secondary pages.
- Use one primary commercial target for each article
- Reserve secondary links for adjacent collections or products
- Avoid sending every post to the same generic category page
- Update the map whenever merchandising priorities change
Keep anchors natural but specific
Anchor text should describe the destination without repeating the same keyword formula on every page. Overly rigid anchor reuse makes the site feel forced and weakens the editorial experience.
Writers should vary anchors by intent while preserving relevance to the target page.
- Use broader anchors for collections and specific anchors for products
- Place links where the reader expects the next step
- Avoid stacking multiple commercial links in one paragraph
- Refresh anchor patterns when pages stop converting
A quick checklist
- Build a target map for top blog posts and guides
- Audit anchors on high-impression articles
- Add one primary and up to two secondary commercial links per post
- Review assisted revenue and ranking lift each month