Which pages on my site should I back link to

[Hardley]

The majority of the back links I have been  creating link directly to our home page and to the store page. Is this the best approach or should I be trying to spread the links throughout our site to include product  categories and subcategories etc?

[danatanseo]

I think there is a lot of value in getting backlinks to interior pages, often referred to in SEO as "deep-linking." However, you need to be really careful about how you pursue this. Naturally, I Website gets most external links pointing to its homepage and a much smaller fraction pointing to interior pages. If all of a sudden you start getting a disproportionate number of external links to deeper parts of your site (i.e. product pages on an e-commerce site) with very specific anchor text, your link profile is suddenly going to change. That could cause Google to do a double take and possibly consider those links as suspicious. You definitely don't want that, so just be cautious and only do it when it's a natural linking situation from a reputable site.

Hope that helps!

Dana