An e-commerce site's product page usually belongs to several categories and navigation pages.

Let’s take the example, on the GO Sport website, of the Paris Saint Germain jersey for children (accessible on https://www.go-sport.com/football/clubs/maillot-psg-domicile-enfant-2018-2019-764670.html),

It belongs to the following listing pages:

--> Navigation menus (often corresponding to the breadcrumb trail):

--> Selection pages (often created either by merchandising or by selecting filters for SEO, i.e. pages too deep to be in the navigation, but necessary for long tail SEO):

--> Pages related to the brand of the product: often very important for SEO if this is a well-known brand

--> Promo pages :

Other pages, for example editorial pages, which do not directly mention the product, but are strongly linked to it:

Often the links from the navigation menus are OK from an internal linking point of view thanks to the breadcrumb trail. This is almost the case of the example above even if the product lands directly on Football / Clubs, whereas it could have gone down to PSG and then Shirts.

On the other hand, this is not the case at all for :

These are all missed opportunities to send SEO juice from this product page to important pages, since the majority of SEO traffic will arrive on the listing pages.

>> So, from each product page, you need to make links to all the listing pages to which the product belongs.

As seen in the previous part, the link to the parent product category is often done via the breadcrumb trail, see here for a laptop at RueduCommerce: https://www.rueducommerce.fr/produit/asus-fx570zd-dm329t-noir-bleu-71226075/offre-136451088

The link to the brand page is often set up at the top of the page, sometimes even directly in the h1 :https://www.rueducommerce.fr/produit/asus-fx570zd-dm329t-noir-bleu-71226075/offre-136451088

https://www.sarenza.com/maison-scotch-nos---the-keeper---turquoise-s873666-br1654-t122-p0000200694

In an ideal world if you can link to a specific page of the brand it's even better, see the example in part 1 on GO Sport >> linking to the Nike page specific to soccer will probably be more relevant.

For other types of pages than those seen in the 1st part: pages from the filtered navigation, promotions pages, etc., links are often set up "lower" down the product page.

La Redoute dedicates a section "Craquez aussi pour" in a pre-footer :

https://www.laredoute.fr/ppdp/prod-519383653.aspx

Rue du Commerce take advantage of the technical sheet to implement their linking effectively: https://www.rueducommerce.fr/produit/asus-fx570zd-dm329t-noir-bleu-71226075/offre-136451088

Privateaser lists a Bar's page in "their selections":

https://www.privateaser.com/lieu/262-sir-winston-bar

Let's take the following Samsung fridge freezer: https://www.darty.com/nav/achat/gros_electromenager/refrigerateur-congelateur-refrigerateur-cong/refrigerateur-congelateur_bas/samsung_rb29hsr3dsa.html

We see links to :

Note

We can then draw inspiration for the listing and brand pages, for example the Samsung page: https://www.darty.com/nav/achat/marque/Samsung__SAMSU.html

Let's take the following reflex:

https://www.fnac.com/Pack-Fnac-Reflex-Canon-EOS-200D-Noir-Objectif-EF-S-18-55-mm-f-4-5-5-6-IS-STM-Sac-Carte-SD-16-Go/a11793406/w-4#int=S:Derniers%20articles%20consult%C3%A9s|Ordinateurs%20portables|NonApplicable|11793406|BL0|L1

At the bottom of the page, we see a link block, not necessarily very elegant but very good for SEO :

Here is another example of a product sheet: https://www.bestofrobots.fr/amibot-animal-h2o-aspirateur-robot-laveur.html

On this less known site, we have a link from the characteristics to the brand page

with also a link to blog articles, where we have taken part of the content, which is great for contextualization, before clicking on the link:

>> The methods vary, and it is not strictly necessary that all the selection pages contain the targeted product (this is the case for La Redoute for example). It’s just that it’s often simpler on the implementation to list the pages that contain it!

In the same way, we can try to limit the number of links to a maximum of twenty: if the site is so big that a product belongs to more than twenty pages, you will have to think about the prioritization of these links according to the importance of the listing pages. Typically, you will always link to the brand and the important categories to which the product corresponds. But it must also always be done by creating content and links that are valuable to users.

It is now a question of finding the technical means to be able to know, on each product page, to which listing pages it belongs in order to link to these pages!