Link building

5 Ecommerce Link Building Tactics And How They Work


Do you have an e-commerce store on a platform such as Shopify or Magento?

Need a helping hand to stay ahead of your competition?

Links to your site are an effective way for Google to assess the quality, relevance and authority of your site.

So how do you get more for your ecommerce business?

Here’s how you can best use link building to achieve this.

Start by auditing the inbound links of your ecommerce site

Before you start to link building, it’s important to understand where your website is now in terms of link volume and quality.

You may have already gained links organically, even without any prior link building effort.

These can come from product links, syndicated articles, previous news coverage, a satisfied customer leaving your website as a resource on a forum page, random directory websites, etc. .

Do a link audit to see where you start. It’s a topic in itself, and here you’ll find a great checklist to get you started.

Next step: Internal link optimization

Having your internal links set up correctly helps distribute PageRank and allows customers to seamlessly move from one area of ​​the site to another, discovering new products as they go.

Major news websites are great examples of how to properly use your internal links.

For ecommerce stores, this is where similar product links and collection pages may appear.

Take a look at your inventory and think of the average user who would land on each product page. Take the opportunity to present additional products that may be of interest to these users.

Where could they go next? Think in terms of the customer journey and strategize to get them there as quickly and easily as possible.

Make sure to link from resources like your FAQ page and blog posts to specific product lines or categories.

Now let’s take a look at 5 top ecommerce link sources and the pros and cons of each.

1. Product Reviews

Now we can start looking to build external links. One of the most effective external link building strategies for an ecommerce store is to be featured on review websites.

There will be several similar websites in each industry, so a quick Google search should do the trick.

It’s a pretty straightforward process. All you have to do is contact the website that you think is a good choice and offer to provide them with a sample of your product.

There are a few things to keep in mind with product reviews:

You want to target genuine and honest review websites

If your product is substandard, you shouldn’t expect a good review.

Make sure you only send the best of what you have to offer.

You may be affected by a response from the website requesting payment to review the product

Be careful when it comes to paying for product reviews.

Google frowns on paid links, so this should be avoided.

Instead, save your money for advertising or sponsorship purposes.

Additionally, always make sure that any paid link has a nofollow or referral attribution. Without such attribution, the link could lead to manual action and will not provide any value.

Although PageRank is not transmitted from a nofollow or sponsored link, some SEO value can still be found due to the increase in site traffic from such links.

Also, keep in mind that if you are a third party seller, the product review may point to the manufacturer’s website rather than yours.

Keep this in mind when discussing the review and confirm that you will receive a link before submitting the product.

2. Third party sellers

For third-party sellers, this also opens up a new opportunity for links.

If you are selling a product that is popular enough, there are probably reviews already.

Find the articles where your product is mentioned and contact the website. See if they are willing to link to your product page as an option to purchase the product.

Reviews and articles for specific products sometimes provide multiple links to different websites to purchase a product.

If your website has a better deal or better shipping, you may be lucky and get the link.

It is possible that the website you are referring to is part of an affiliate program with another website for the product in question, in which case it will not add a link to your product page.

3. Affiliate links

Affiliate links are another option for building links from product reviews and similar articles.

Essentially, the influencer who links to your product page receives a commission for every click on the link. While this can be an effective marketing tactic to increase sales, there aren’t many SEO benefits.

This is because the link on the page is associated with a tracking code, usually from a third party.

The link is not directly connected to the product page, resulting in a loss of PageRank.

While affiliate links might not be the best tactic if your primary goal is a strong link profile, they still offer many other benefits, such as traffic generation and sales. This on-site activity can have other, less direct SEO benefits.

4. Media relations

While it can be tricky for e-commerce sites, there are still ways to get links using public relations and media relations.

Sharing your industry knowledge and providing valuable information are great ways to get noticed.

For example, if you are selling clothes, try to offer some fashion advice for the coming season.

Watch for trends in your industry and opportunities to present your point of view or a useful and unique perspective to journalists.

Using tools like Help A Reporter (HARO) can be a great way to connect with journalists and bloggers to offer your expertise for the stories they are working on.

HARO screenshot

You can also contact writers in your niche directly.

Create your own pitch or offer to help update an older post that could benefit from new content.

This method will most likely result in links to your homepage which is another reason why your internal link optimization is important.

5. Build links through content

Another effective way to generate links to your website is to use high quality content and resources on your site.

For example, writing a detailed article with lots of valuable information can potentially generate organic links if they are found by other websites that want to use the article as a source.

You can also send your article directly to websites which can link to your resource, which can be a blog post, video, infographic, white paper, etc.

Have them link to a relevant article they are working on, update an already written article, or even use it as a starting point to write a guest blog for them based on the article you are giving them. sent.

Ecommerce link building is part of an overall digital marketing strategy

It’s important to consider the quality of your inbound links and the impact they have as you continue your efforts to build more.

Majestic is a tool that can be useful here. It provides great information including website Trust Flow and Citation Flow (Majestic DA metrics) for the domain as well as the specific page.

Screenshot of a Majestic backlink profile

Julie Joyce has a great comparison of this and other domain authority checkers here that can help you assess linkage opportunities.

It is also a good idea to review your outreach method used to gain links and gauge its success. If it hasn’t been as successful as you might have hoped, take a look at the prospects you’ve reached and how you’ve approached them.

Adjust your pitches and be creative; test new outreach emails, measure results, and adapt as you go.

If you run an ecommerce store and haven’t taken advantage of a link building strategy yet, you may be leaving valuable organic traffic on the table.