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Measure and Tracking SEO Success
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Link building strategies that will work in 2021
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your blog is earning authority and wasting all of it (here's the fix)
your blog is earning authority and wasting all of it (here's the fix)
You published a solid blog post. It picked up backlinks. A few thousand people visit it every month.
And it converts basically nothing.
That's not a content problem. That's a plumbing problem.
Your blog posts are link magnets - other sites reference helpful articles, not category pages. That means the authority (PageRank) lands on your blog. But if you're not using internal links to push that authority toward your collection pages, it just... sits there.
Doing nothing.
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collection pages are where the money lives
Most Shopify owners obsess over product pages because that's where the buy button is. But collection pages are where the real SEO leverage is.
Here's why the data backs this up:
- Category searches like "outdoor dining tables" carry 40 - 60% more search volume than individual product searches - Collection pages convert at 2 - 3x the rate of product pages - They rank faster with the same effort - They're far more efficient with Google's crawl budget
One furniture client ran 15 consistently optimized collection pages and generated $368,700 in organic revenue from 126,000 non-branded clicks in a single year. Not from thousands of product pages. Fifteen collection pages - fed by blog content doing the authority work.
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so how does the authority actually transfer?
Simple mechanic:
Blog posts earn backlinks → backlinks create PageRank → internal links move that PageRank downstream → collection pages rank higher → more revenue.
If your blog posts only link to other blog posts (or nothing at all), you're keeping authority trapped in content that was never built to rank for high-intent commercial queries.
Fix that and you unlock what you've already earned.
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the actual steps (fast version)
Step 1 - find your priority collection pages. Open Google Search Console. Filter to collection URLs. Sort by impressions. Pages with high impressions and low clicks are your targets - Google's already interested, they just need more authority to break through.
Step 2 - map blog posts to those pages. For each collection page, ask: what does someone Google *before* they're ready to buy? Write (or update) blog content that answers those questions - and links to the collection page.
Three to five collection page links per blog post. Make them feel helpful, not forced.
Step 3 - use real anchor text. "Click here" tells Google nothing. "Outdoor dining tables for small patios" tells Google exactly what your collection page should rank for. Use keyword-rich anchor text and vary the phrasing slightly across posts so it looks natural.
Step 4 - audit your existing posts. Your top backlink-earning blog posts are probably sitting there with zero links to collection pages. Pull your top 20 posts by external links in Ahrefs or Search Console. Add internal links to your priority collection pages with good anchor text. This alone can move rankings in 30 - 60 days.
Step 5 - clean up crawl waste. Shopify generates filter URLs like `/collections/tables?color=oak` that Google crawls by default - hundreds of near-duplicate pages eating your crawl budget. Block them in Search Console. One client went from two-month indexing delays to two weeks after cleaning this up.
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start today (no excuses version)
1. Pick your top 5 collection pages by revenue potential 2. Find your 5 most-linked blog posts 3. Drop one internal link to each collection page into each post - keyword-rich anchor text 4. Do the same with your next blog post before it goes live
That's 25 new internal links to your money pages. Built from content you already have. Costs one afternoon.
Your blog is already earning authority. The question is whether that authority is reaching pages that can actually convert it.
For the full strategy - including how to build this into a system that compounds over 12 months - check out New Seas.
your blog is pulling traffic but your collection pages are broke (here's why)
your blog is pulling traffic but your collection pages are broke (here's why)
You wrote the guide. It ranks. People click it.
And your collection page - the one that actually makes you money - is still sitting on page two of Google where nobody goes.
This is the internal linking problem that tanks Shopify stores quietly, every single day.
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Here's the short version of how this works:
Blog posts attract backlinks. That earns them authority. But if those posts don't link to your collection pages, that authority just... sits there. Doing nothing. For no one.
A simple contextual link - "shop our full range of outdoor dining tables" - passes that authority downstream. Your collection page borrows the credibility your blog earned. Google notices. Rankings move.
That's it. That's the whole model.
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Why collection pages, specifically?
Because they convert. Across 70+ Shopify clients, collection pages consistently outperform product pages on every metric that matters:
- They target category-level keywords with 40 - 60% more search volume than individual product searches - They rank faster for the same optimization effort - They convert at 2 - 3x the rate per visit - They're way more efficient for crawl budget
One furniture brand drove $368,700 in organic revenue in 12 months - 126,000 non-branded clicks - by optimizing 15 collection pages. Not thousands of product pages. Fifteen.
That's where your internal links need to point.
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What to actually do about it
Start with Google Search Console. Filter for collection page URLs. Find the ones with high impressions but low clicks - those are pages Google already half-likes. They just need more authority behind them.
Then look at your existing blog posts. Search `site:yourdomain.com "your category keyword"` in Google. Every post that mentions a product category without linking to the collection page is a missed opportunity. Go fix those first. Update the post, add the link, resubmit in Search Console.
That audit alone can move rankings within weeks - because the authority's already there. You just haven't connected it to anything useful yet.
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Going forward: write blog content that earns links
Not all blog posts pull in backlinks equally. The ones that do tend to follow proven formats:
- Roundups ("The 12 Best Outdoor Dining Tables for Small Spaces") - Buying guides ("How to Choose a Dining Table") - Comparison posts ("Wood vs. Metal: Which Is Right for You?") - Gift guides
These get cited by lifestyle sites, home décor blogs, affiliate publishers. Backlinks flow in. That authority stacks on your blog post. And then - because you've added a contextual internal link - it flows straight to your collection page.
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One thing that kills this strategy immediately
Weak anchor text.
"Click here." "Learn more." "View products."
These pass almost no topical signal to Google. Use descriptive, keyword-rich anchor text instead - "browse our bed frame collection," "outdoor dining tables for small patios." That's what tells Google what the destination page is actually about.
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Repeat this monthly. It compounds.
Pick two or three collection pages each month. Publish blog content that links to them. Audit old posts. Resubmit. Check Search Console for movement.
Do that consistently across 15 collection pages and you're running the exact model behind that $368,700 furniture brand result. No ads. No tricks.
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Your blog isn't just a content channel - it's infrastructure for your SEO. Build it like one.
→ See how New Seas builds internal linking systems for Shopify brands at newseas.co
Your Blog Posts Are Sitting on a Gold Mine and You're Not Using It
Most Shopify store owners publish a blog post, get some traffic, and call it a day.
That's leaving serious money on the table.
Every blog post you publish has a second job: passing link authority to your collection pages. That's where the revenue actually lives - and most brands completely miss this.
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Here's the thing about collection pages
Collection pages beat product pages on almost every SEO metric that matters.
Category-level searches like "outdoor dining tables" or "linen bed frames" carry 40 - 60% more search volume than searches for specific products. The people running those searches are ready to buy - they just haven't picked one yet.
One furniture client drove $368,700 in organic revenue from 126,000 non-branded clicks in 12 months. That came from 15 optimized collection pages, not thousands of product pages.
Collection pages are the target. Everything else - including your blog - should be aimed at them.
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So what does your blog actually do?
Blog posts earn backlinks. Editorial sites, roundup lists, interior design blogs - they'll link to a useful "best of" guide. They won't link to your collection page directly. It's too transactional.
But here's the play: your blog post earns 10 backlinks, you link internally to your collection page, and now that collection page gets the authority it never could have earned on its own.
Blog absorbs the links. Internal links move the juice. Collection page captures the revenue.
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How to make the internal link actually work
Don't just drop a random "click here" link. That passes almost nothing.
Use descriptive, keyword-rich anchor text. If your collection page targets "bed frames for guest bedrooms," your link should say something like "bed frames for guest bedrooms" - not "check out this page."
Also: put the link in the body copy, not just the footer. Contextual links embedded in real sentences carry way more weight than navigation links. And place it early - ideally in the first half of the post.
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The practical system (short version)
1. Pull Search Console data and find collection pages with high impressions but low clicks - Google already sees them, they just need a push 2. Map blog topics to each collection page - think buying guides, comparisons, style tips 3. Write posts with the internal link built in from the start, not tacked on at the end 4. Go back through old blog posts and add links where they're missing - high-traffic posts from 18 months ago are passing zero authority if there's no link in them 5. Block filter parameter URLs in Search Console so crawl budget stays focused on your actual money pages
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The compounding part is wild
Month one: blog post earns a backlink. That authority flows to your collection page. Collection page moves up in rankings. More traffic means more chances to earn more links. Rinse, repeat.
Over 12 months, a Shopify store running this properly can generate organic revenue that runs completely independent of paid ads.
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Start with one collection page. Write two blog posts around it. Link back with real anchor text. Check Search Console in 60 days.
That's your proof of concept - then you scale it.
If you want this built out properly for your store, New Seas does exactly this. Go take a look.
Why Internal Linking Still Matters for SEO
SEO has changed a lot.
Businesses are now thinking about AI search, content quality, technical performance, backlinks, local visibility, and stronger competition online.
But one SEO basic still matters: internal linking.
Internal linking is the practice of linking one page on your website to another page on the same website. For example, a blog post may link to a related service page, or a main service page may link to a more specific offering.
BrandRep explains this in its full guide on internal linking for SEO, including why internal links still play an important role in rankings, site structure, and user experience.
Internal links help search engines:
Discover important pages
Understand how pages are related
Identify which pages matter most
Follow the structure of a website
Better understand the context of each page
They also help visitors.
Someone reading a blog post may not be ready to contact a business yet. But if that blog links to a relevant service page, FAQ, location page, or next step, it creates a smoother path from research to action.
That is why internal linking is more than an SEO task. It is part of the customer journey.
For example, a roofing company may publish a blog about storm damage warning signs. That blog can attract homeowners who are still researching the issue. But with the right internal links, those readers can be guided toward roof inspection services, emergency repair options, or an estimate request page.
The blog earns attention.
The internal links help turn that attention into action.
Internal linking also supports topic authority. A website with one page about SEO may have basic relevance. But a website with connected pages about SEO, local SEO, technical SEO, blogging, keyword research, and internal linking creates a stronger content network.
That structure helps both search engines and visitors understand the depth of the website.
Strong internal linking should use natural, descriptive anchor text. Instead of vague phrases like “click here” or “learn more,” businesses should use anchor text that clearly explains what the linked page is about.
Good examples include:
SEO services
local SEO strategy
blog content strategy
website design services
Google Business Profile optimization
The goal is not to overload every page with links. The goal is to connect the right pages in a way that makes sense.
Internal linking works best when it supports a broader SEO services strategy that includes content, technical optimization, keyword research, site structure, and user experience.
A website should not feel like a stack of disconnected pages.
It should feel like a connected system.
That is what internal linking helps create.
The Role of Internal Linking in Creating Topical Authority
Topical authority is one of those SEO concepts that sounds complicated but is actually pretty intuitive when you step back from it. Google wants to send people to sources that genuinely know what they're talking about. Not sources that published one decent article on a topic once. Sources that have demonstrated, across multiple pieces of content, that they understand a subject deeply.
Internal linking is how you prove that depth. It's how you show Google that your content isn't a random collection of posts, it's a connected, coherent body of knowledge about a specific domain.
What topical authority actually means in practice
There's a helpful way to think about this. Imagine two websites. Site A has published thirty blog posts about digital marketing over the past two years. They cover everything from Instagram tips to email subject lines to Google Ads to website speed. Wide coverage, shallow connections between posts.
Site B has published thirty posts too, but they're all focused on content marketing specifically. They have a pillar page. Cluster posts that go deep on content strategy, editorial calendars, content distribution, measuring content ROI, repurposing content. Every post links to related posts. The pillar links to all the clusters. The clusters link back to the pillar and to each other.
When someone searches for something content-marketing-related, which site does Google trust more? Site B, almost certainly. Not because Site B has more backlinks, necessarily. But because Site B's content architecture tells a coherent story about expertise in that one area.
That's topical authority. And internal linking is the mechanism that makes the architecture visible to Google.
Why internal links are essentially your authority map
When Googlebot crawls your site, it follows links. The pattern of those links tells it what your site considers important, what topics are central to your expertise, and how different pieces of content relate to each other.
A page that receives many internal links is a page your site treats as significant. A page that links out to many related pages is a page that sits at the hub of a topic. A cluster of pages that all link to each other and to a central piece? That's a topic cluster and Google reads that cluster as a signal of depth.
This is why, when you're thinking about digital marketing strategy at a content level, the linking structure matters as much as the content itself. You can write the best individual blog posts in the world. If they're not connected to each other, Google can't see the bigger picture you're building.
Building topical authority through internal links: where to start
Pick the one or two topics you genuinely want to own. Not ten topics. Not "digital marketing broadly." Something specific, social media for B2B companies, or technical SEO for ecommerce, or whatever your actual expertise is.
Audit your existing content within those topics. Map out which posts belong to the same cluster. Identify the one page that should serve as the pillar, the comprehensive, authoritative resource on the core topic. Then start connecting the dots: make sure every cluster post links to the pillar, and the pillar links out to every major cluster post.
Then look at what's missing. Where are the gaps in your cluster? What subtopics should be covered but aren't? Those gaps are your content calendar for the next few months.
The thing about topical authority that takes patience
It doesn't happen overnight. Google doesn't look at a site that's published three posts in a cluster and suddenly decide it's the authoritative source on a topic. This is months of work, consistent publishing, consistent linking, consistent updating of older content as the topic evolves.
But the payoff is genuinely different from what you get chasing individual keyword rankings. When Google sees you as a topical authority in an area, it starts ranking your pages for keywords you didn't specifically target. It starts showing your content in featured snippets and knowledge panels. It starts trusting that if someone is searching for anything in your niche, your site is a reasonable place to send them.
That's the compounding effect of internal linking done right. You're not just optimizing one page at a time. You're building something that earns authority as a whole and keeps earning it long after you stop actively working on it.
The Hidden Power of Internal Linking
Imagine walking into a massive library filled with thousands of books. Every shelf is packed with valuable information, but there are no signs, directions, or recommendations to guide you. Finding the right book would be frustrating and time-consuming.
Many websites face the same challenge.
Website owners invest significant time creating valuable content, publishing blog posts, and optimizing keywords for search engines. Yet, visitors often leave after reading just one page.
Why?
Because there are no clear pathways leading readers to the next relevant piece of content.
This is where internal linking becomes one of the most powerful and often overlooked SEO strategies.
What Is Internal Linking?
Internal linking is the process of connecting one page of your website to another page within the same domain.
These links help users discover related content while helping search engines understand the structure and hierarchy of your website.
For example, if you publish a blog about SEO fundamentals, you can link to related articles covering keyword research, on-page SEO, technical SEO, or content marketing.
Think of internal links as roads connecting different destinations within your digital city.
Why Internal Linking Matters for SEO
Search engines rely on links to discover, crawl, and understand content.
When pages are strategically connected, search engines can navigate your website more efficiently, improving overall visibility and rankings.
Key SEO Benefits of Internal Linking
Improves website crawlability
Distributes page authority throughout your site
Helps search engines understand content relationships
Increases page views and user engagement
Reduces bounce rates
Encourages longer session durations
Strengthens topical authority
A strong internal linking structure creates a content network that boosts the authority of your entire website.
The Story of a Growing Blog
Sarah, a small business owner, started a blog to increase organic traffic and attract potential customers.
Within a year, she had published more than 50 high-quality articles. Despite her efforts, traffic growth remained disappointing.
After reviewing her website, she discovered a major issue.
Most of her blog posts were isolated. Readers had no easy way to navigate from one article to another related topic.
Sarah decided to implement a strategic internal linking plan. She connected related articles, built topic clusters, and ensured every new post linked to relevant existing content.
Within a few months, search engines began indexing her content more effectively. Visitors started exploring multiple pages during each session, and organic traffic steadily increased.
The content didn't change.
The connections did.
And those connections made all the difference.
Best Practices for Effective Internal Linking
1. Link to Relevant Content
Always link to pages that provide genuine value to the reader.
Random or unrelated links can confuse visitors and weaken topical relevance.
For example, a content marketing article should naturally link to posts about blogging, SEO, audience engagement, and content strategy.
2. Use Descriptive Anchor Text
Anchor text is the clickable text within a hyperlink.
Instead of generic phrases like:
Click here
Read more
Use descriptive anchor text such as:
Complete SEO Checklist
Keyword Research Guide
Content Marketing Strategy
This helps both users and search engines understand the destination page.
3. Prioritize Important Pages
Frequently link to pages that generate leads, drive conversions, or target highly competitive keywords.
These strategic pages should receive support from related content across your website.
4. Create Topic Clusters
Organize related content around a central pillar page.
Example:
Pillar Topic: Digital Marketing
Supporting Articles:
SEO Guide
Social Media Marketing
Email Marketing
Content Strategy
This structure strengthens topical authority and improves SEO performance.
Common Internal Linking Mistakes to Avoid
Avoid these common errors:
Adding too many links on a single page
Using identical anchor text everywhere
Linking to unrelated content
Ignoring older blog posts
Creating orphan pages with no internal links
Regular content audits can help identify and fix these issues before they impact SEO performance.
