Five Collection Description Examples

First things first, what’s internal linking?

Internal linking is a link on your site that points to another page. SEOs and marketers call this an ‘internal link,’ because the link is pointing to a page on your website, not an external site.

When it comes to internal linking, your goal is to include links FROM relevant pages on your site TO your collection pages, with relevant clickable text (the anchor text in the link).

Internal Linking Example

Here’s a great example of internal links on an e-commerce store pointing from a blog post to relevant products and collections (via Lake Champlain Chocolate’s guide to a DIY Chocolate Dessert Charcuterie Board).

They’ve included these links near the start of their article, pointing to relevant product and collection pages. Lake Champlain is doing internal linking excellently!

How should you optimize your internal linking?

How should you find opportunities to build internal links?

Aside from adding internal links to your new content, including your:

  • Homepage
  • New blog posts
  • New collection descriptions

I like to find opportunities across my existing site content and blog posts. You can:

  • Search in Google
  • Find keyword phrases in your existing content (i.e., blogs, products, collections)
  • Link that text and keywords to your new products and collections

Here’s how to do that. You can do that with an advanced Google search:

“main keyword” +

Let’s break that down:

  • “Main Keyword” 

    is the keyword you’re searching for. This keyword could be the primary or secondary keyword you identified or a head (short) keyword you’re searching for. The quotes around the “Main Keyword” tell Google to look for exact matches for that phase.


    is a particular search operator. That tells Google only to search the site you specify. When you do this, you’ll want to specify your site, not the example site I’ve included below.

So, let’s say you’re, and you want to search for “Vegan Chocolates.”

You’d search for “vegan chocolate” and that’d show you all the pages on your site relevant to that keyword.

This screenshot shows what that search looks like (and here’s a link to the search results):

You can get more advanced with this as well

  • Specify “intext:” before your main keyword, and you’ll only find opportunities with the main keyword in the text of the page content.
  • intext:"vegan chocolate"

    search results

What’s the bottom line on internal linking?

Internal linking is worth your time and will help your collection SEO. Add internal links pointing to collection pages in:

  • New content you create
  • Existing content across your site

Use the main keyword, secondary keyword, or product title for the anchor text of your internal links — or use whatever text makes sense. The presence of the link helps just as much as the optimized anchor text in the link.

For your SEO priority collections, you should aim to build links from the following pages pointing to the collections:

  • Blog post content
  • Homepage content
  • Relevant collection content

Now that you’ve finished reading this chapter on collection SEO, you can:

Read the previous chapter

Collection description examples

Or you can jump to one of these reader-favorite chapters:

If you want help growing your Shopify store, I encourage you to check out my Shopify SEO + Growth services or get in touch and tell me about your store.

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