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Learn step-by-step how to build an internal linking strategy that drives revenue, improves crawl efficiency, and moves users from TOF to BOF for US stores and SaaS.
Crawl, join analytics, and rank pages by revenue impact and effort.
Standardize link locations and natural anchor text for funnel movement.
Track internal clicks, run A/B tests, and model incremental revenue in $.
An internal linking strategy connects content, distributes authority, and guides users toward conversion. For US founders, marketing directors, and Shopify or WooCommerce store owners, internal links are not just an SEO tactic - they’re a funnel optimization tool that helps turn traffic into measurable revenue. This guide lists concrete steps to create an effective internal linking strategy and shows how to measure the impact in dollars and customer value.
Start with a crawl (Screaming Frog, Sitebulb, or a cloud crawler) to extract a list of indexable pages, current internal links, and status codes. Combine crawl data with analytics (GA4) and revenue data from your eCommerce or CRM system to tag pages by business value: product pages, category pages, high-intent blog posts, and high-traffic informational pages. Focus on pages that influence Average Order Value (AOV) and conversion rate.
Group pages into funnel stages: Top of Funnel (TOF), Middle of Funnel (MOF), Bottom of Funnel (BOF). Internal links should move users and link equity from TOF to MOF to BOF. For example, a how-to blog post (TOF) can link to a product comparison (MOF) which links to a product page (BOF).
| Funnel Stage | Page Types | Internal Linking Goal |
|---|---|---|
| TOF | Educational posts, guides | Drive qualified traffic to MOF assets |
| MOF | Comparisons, category pages, lead magnets | Nudge readers toward product consideration |
| BOF | Product pages, pricing, checkout | Maximize conversions and AOV |
Prioritization should be driven by expected revenue impact. For example, if a product page averages $85 AOV and 1,000 monthly sessions, a modest 5% increase in conversion rate could yield an estimated incremental monthly revenue of $4,250 (0.05 * 1,000 * $85). These are illustrative US-market estimates; use your own AOV and traffic numbers when modelling.
Use a priority matrix: Revenue impact (AOV × conversion uplift potential) vs. effort (technical changes, content updates). Start with high-impact, low-effort pages.
If you want an example of how this integrates into a broader growth plan, review Prebo Digital’s services and offerings to see how linking fits into a revenue-focused system: Services overview. For agency-level strategy and examples of structured frameworks, see our homepage: Prebo Digital.
Document where links should appear (contextual body links, related products, resource blocks) and standardize anchor text. Prioritize descriptive, natural anchors that help users and search engines understand the destination. Avoid excessive exact-match anchors that look manipulative. Maintain a single canonical target per topic to reduce confusion.
Ensure your internal linking approach respects robots directives, canonical tags, and pagination. Use the internal link structure to signal priority: more internal links and shorter click depth (<=3 clicks from homepage) indicate higher importance. For Shopify and WordPress stores, check theme templates for automatic links (related products, breadcrumbs) and adjust them to align with your blueprint.
Tip: server-side rendering and clean sitemaps improve crawl efficiency for large catalogs. Coordinate with your development team to implement templated link blocks rather than manual edits per page.
Define KPIs tied to revenue: assisted conversions, route-to-purchase paths, click-throughs from TOF→BOF, and revenue per session. Use GA4 and server-side tracking to capture internal click events and funnel interactions for cleaner attribution. Run A/B tests where feasible: add contextual links on TOF content and measure the change in downstream conversion and revenue over a 4-8 week test window.
Add a prominent contextual link from a high-traffic blog post to a product category (MOF). Track click events and subsequent conversion rate on the category and product pages. Model revenue lift using observed conversion changes and your US AOV.
Avoid these common mistakes: inconsistent anchor policy, linking to low-value pages, over-relying on sitewide footer links, and failing to update links after product changes. Maintain a living internal linking map and include link reviews in content or sprint retrospectives. Align SEO, product, and dev teams to prevent orphaned pages and broken paths.
An effective internal linking strategy is a repeatable process: audit → map → prioritize → implement → measure → iterate. For teams that need help operationalizing this into a scalable system (tracking, templated link blocks, and ongoing QA), our About page explains how Prebo Digital approaches structured frameworks: About Prebo Digital. If you want a technical review of your linking blueprint or implementation checklist, we document how to coordinate tracking and development on our contact resources: Contact.
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Marion is an award-winning content creator with over a decade of experience crafting high-impact B2B and B2C content strategies. Her content journey began in the mid-00s as a journalist and copywriter, focusing on pop culture, fashion, and business for various online and print publications. As the Content Lead at Prebo Digital, Marion has driven significant increases in engagement, page views, and conversions by employing a creative approach that spans ideation, strategy and execution in organic and paid content.
Disclaimer: This content is for educational purposes only. Product availability, pricing, and specifications are subject to change. Always verify current details on the retailer's website before making a purchase. We may earn affiliate commissions from qualifying purchases.
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