Optimizing internal links can be helpful for search engine optimization. The larger the website, the more that the optimization can help Google identify important pages.
Ecommerce websites have category pages, product pages, and duplicates of those pages. A good practice for ecommerce is crafting the Googlebot paths towards the important pages — the profitable ones. For this, search optimizers typically use robots.txt, canonical tags, and nofollows. But those methods are more like detours. Direct links are much better.
For example, if I were looking for a dog food category page to rank better, I would value internal links from copy-rich pages that are related to dog food. But if the website is big, how can we identify the pages to link from?
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Original article written by Bill Sebald.
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