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Hyperlinks are crucial to having a search engine friendly design on your e-commerce store website. Often called a link strategy, search engines will pick up on the links throughout your site and determine if the keywords are valid based on the link phrase (the actual text linked) and the surrounding text. To implement the best web site search engine optimization scheme for links, make sure the page you want to link to in your site has a keyword that matches the linking text, and use that linking text phrase throughout your e-shop website. Be careful though, overlinking can count against you in the search engine world. Use them often, but judiciously.