Ecommerce Link Building Strategies for Boosting Online Visibility


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Ecommerce link building is an essential component of a successful SEO strategy, having a direct impact on where your online store ranks within Google’s search results. Solid link building efforts can significantly enhance the visibility of your ecommerce site, leading to increased organic traffic and potentially more sales. It revolves around acquiring quality backlinks to your site, which are viewed by search engines as votes of confidence from other reputable sites.

Building these links, however, isn’t just about quantity; it’s about quality, relevance, and utilising strategic techniques that align with Google’s guidelines. For ecommerce sites in particular, it necessitates a tailored approach that goes beyond the traditional methods of link acquisition. This involves creating linkable content that is valuable to your audience, reaching out to establish relationships within your niche, and employing advanced tactics for sustainable growth.

Key Takeaways

  • Effective link building bolsters SERP rankings and organic traffic for ecommerce sites.
  • Quality and relevance of backlinks are paramount in a successful ecommerce link building strategy.
  • Measuring success and maintaining a natural link profile are critical to long-term SEO health.

Understanding Ecommerce Link Building

When exploring the world of ecommerce, link building emerges as a pivotal strategy for enhancing your site’s visibility and search engine ranking.

Definition and Importance

Link building is the process of acquiring hyperlinks from other websites to your own. In the context of ecommerce, these backlinks act as votes of confidence from one site to another, which search engines such as Google utilise as a key metric in determining your site’s domain authority. A higher domain authority correlates significantly with organic search visibility and can drive increased traffic to your ecommerce store. Effective link building not only improves SEO but also lends credibility to your store, positioning your brand higher in search engine rankings.

Key Components of Link Building for Ecommerce

Your link-building efforts should revolve around several core components to achieve optimal results:

  1. Quality of Backlinks
    • Preference for high domain authority sites
    • Relevance to your ecommerce niche
  2. Anchor Text
    • Accurate and relevant to the linked page
    • Avoid overuse of exact match phrases to maintain naturalness
  3. Diversity in Link Sources
    • A mix of sources such as blogs, directories, and press releases
    • Ensures a natural and trustworthy link profile
  4. Link Placement
    • Integrating links within content contextually
    • More value assigned to visible and clickable links within body paragraphs

By focusing on these components, your ecommerce site can fortify its online presence and enjoy the benefits of a robust link-building strategy.

Developing an Ecommerce Link Building Strategy

To effectively elevate your ecommerce site, it’s crucial to establish a robust link building strategy that not only enhances your site’s authority but also drives targeted traffic. By scrutinising your competitors, pinpointing prime link opportunities, and orchestrating a detailed plan, you can achieve tangible results.

Analysing the Competition

To understand the landscape of your market, conduct a thorough analysis of your competitors’ backlink profiles. Tools like Ahrefs or Majestic can be used to evaluate:

  • The number of backlinks your competitors have
  • The quality and relevance of those backlinks
  • Linking domains’ authority

This will give you insights into their strategies and reveal gaps in your own.

Identifying Link Opportunities

Once you have a grasp of the competition, it’s time to identify link opportunities for your ecommerce site. Focus on:

  • High-traffic blogs and publications that align with your target audience
  • Collaboration with influencers who can feature your product pages or category pages
  • Placements on industry-specific directories and forums

Each link opportunity should be a step towards strengthening brand awareness and being recognised within your targeted consumer base.

Creating a Link Building Plan

With this information, you can craft a bespoke link building plan tailored to your ecommerce needs. Your plan should include:

  • A list of target sites for potential links
  • Desired mix of links to product pages versus category pages to maintain a natural profile
  • A clear timeline and approach for outreach
  • Success metrics to evaluate the effectiveness of your link building efforts

By blending these strategic elements, you are positioned to innovate and execute marketing strategies that incorporate valuable, high-quality backlinks to your ecommerce platform.

Link Building Techniques for Ecommerce Sites

Effective link building is pivotal for improving your ecommerce site’s search engine ranking. Focus on acquiring high-quality backlinks, engaging with a digital PR agency, and optimising internal linking to enhance your online presence.

Content Marketing and Outreach

Develop valuable content that naturally attracts backlinks. Your content must be relevant to your products and interesting to your target audience. Create comprehensive guides, how-to articles, and infographics that serve your customers’ needs and encourage shares and backlinks.

  • Ideas to create share-worthy content:
    • In-depth tutorials related to your products
    • Insightful industry reports and statistics

Conducting outreach is about forming relationships with bloggers, influencers, and industry leaders. You present your content as a resource they can share with their audience.

  • Outreach strategies:
    • Personalised emails to bloggers featuring your latest content
    • Engaging influencers to mention your products in their content

Utilising Digital PR

Digital PR involves gaining high-quality backlinks from websites and online publications. It requires crafting compelling stories that journalists and bloggers want to cover.

  • Digital PR tactics:
    • Newsjacking: Tactically aligning your brand with trending topics
    • Creating press releases for newsworthy events, such as product launches

Leverage social media to amplify your reach and increase the likelihood of gaining coverage. Promote your story across platforms where your audience is active.

Leveraging Internal Links

Internal links are hyperlinks that connect one page of your site to another. They are integral for steering visitors through your website and reducing bounce rates.

Best practices:

  • Use descriptive anchor text that provides insight into the linked page’s content
  • Link from high-authority pages to key product or category pages to distribute ‘link equity’

Remember to regularly audit your site to identify and fix broken internal links, keeping your site’s internal linking structure robust and user-friendly.

Creating Linkable Ecommerce Content

Successful eCommerce link building hinges on the creation of content that is inherently valuable and shareable. Your focus should be on producing materials that others find compelling enough to link to voluntarily.

Types of Linkable Content

  • Product Reviews: Detailed evaluations of your products can provide genuine value. To encourage sharing, ensure that they are thorough and balanced.
  • Infographics: A well-designed infographic can distil complex data into an easily digestible format. They are notably shareable due to their visual appeal.
  • Guides: Step-by-step guides that solve specific problems related to your products are potent tools for earning links.
  • Statistics: Original research with fresh statistics provides credible information that others may reference, leading to natural backlinks.

Guidelines for Content Creation

  • Valuable Content: Aim for actionable insights in your content. It should educate the reader or solve a problem.
  • Engagement is Key: Make your content visually attractive and easy to read. Use images, bullet points, and subheadings to break up text.
  • Originality Counts: To stand out, invest in unique perspectives or untapped topics within your niche.
  • Optimisation for Sharing: Ensure that sharing your content is straightforward, with social sharing buttons and easy-to-copy links.

Technical Aspects of Link Building

In this section, you’ll gain a clear understanding of the technicalities involved in link building, with a focus on domain rating and the significance of anchor text.

Understanding Domain Rating

Your website’s domain rating (DR) is a metric indicating the strength of your site’s backlink profile. Tools like Ahrefs and SEMrush quantify this aspect on a scale from 0 to 100. The higher your DR, the more authoritative your website is considered to be, which can positively influence your site’s ability to rank on search engines.

  • Ahrefs’ DR: Calculated based on the quantity and quality of referring domains to your website.
  • SEMrush’s Authority Score: Similar to Ahrefs, it evaluates the SEO ‘weight’ of the referring domains.

Remember, your objective is to increase the number and quality of referring domains pointing to your site. This is not just about the sheer count of backlinks but the value that each brings.

The Role of Anchor Text

Anchor text—the clickable words in a hyperlink—is critical for guiding search engine algorithms and users alike. The right anchor text can bolster your relevance for specific keywords and enhance the user experience.

  • Exact-match: If the anchor text includes a keyword that mirrors the page it’s linking to, it’s an exact match, which can be very powerful for SEO when used judiciously.
  • Partial-match: Contains a variation of the keyword for the linked page.

Create a blend of exact and partial matches in your anchor text strategy to avoid over-optimisation, which search engines may penalise. Your backlink profile should have a natural mix of generic, branded, and keyword-rich anchor texts distributed across your portfolio of backlinks.

Incorporating these technical aspects into your link building strategy capably increases your website’s potential to rank higher on search engines and earn more organic traffic.

Measuring Link Building Success

To accurately gauge the effectiveness of your link building efforts, it’s crucial to focus on relevant metrics and thorough analysis of your backlink profile. These insights enable you to refine your strategy and achieve better search engine optimisation results.

Tracking Metrics and KPIs

Your link building success hinges on a keen awareness of specific metrics and key performance indicators (KPIs). A table format helps disseminate this data clearly:




Referral Traffic

Understands the number of visitors from external links

SERPs visibility & conversions

Domain Authority (DA)

Gauges the trustworthiness of your website

Search engine ranking

Number of Backlinks

Tracks link quantity and rate of acquisition

Link profile strength

Link Quality

Assesses the caliber of the linking domains

Google’s trust in your site

Referral traffic reflects the visitors who reach your site by clicking on backlinks, indicating the conversion potential of your links. Your website’s reflective Domain Authority (DA) score, often used by SEO experts like Backlinko, predicts your site’s ability to rank in SERPs based on the quality and quantity of backlinks.

Focus on the number of backlinks to understand how much your link profile has grown, and assess link quality to determine the value and relevance of each acquired backlink, as higher-quality backlinks can significantly enhance your site’s visibility and credibility in the eyes of Google.

Analysing Backlink Profiles

A comprehensive review of your backlink profile reveals nuanced details about your site’s reputation and SEO value.

  • Total Links: Enumerate all the backlinks pointing to your site.
  • Follow vs. Nofollow: Identify the type of backlinks, since “follow” links pass more value than “nofollow” links.
  • Anchor Text: Analyse the text used to hyperlink to your site, which influences the terms your site may rank for in SERPs.
  • Linking Domain Authority: Check the authority of linking domains to assess the quality of each backlink.
  • Newly Acquired Links: Monitor recent backlinks to understand the pace of profile growth.
  • Lost Links: Keep track of lost links to identify potential issues in your link building strategy.

Regularly examining these parameters gives you a clear picture of the health and efficacy of your link building strategy, thus enabling better-targeted efforts in the future. A robust backlink profile contributes to higher rankings in SERPs, driving more organic traffic and fostering better conversion rates.

Outreach Strategies for Gaining Backlinks

Effective outreach is crucial for securing backlinks. This involves clear communication, building relationships, and crafting emails that stand out.

Networking with Influencers and Bloggers

To network efficiently with influencers and bloggers, you must research your targets thoroughly. Find individuals who align with your ecommerce niche and have a genuine influence over their audience. Use social media platforms like Twitter and LinkedIn to initiate conversations and foster a professional relationship.

  • Research: Look for influencers who share interests with your brand.
  • Engage: Participate in discussions and share their content to get noticed.
  • Pitch: Once a relationship is established, make your pitch relevant and personal to their interests.

Writing Effective Outreach Emails

Your outreach emails should be concise, personalised, and provide clear value to the recipient. When contacting journalists and reporters, make sure that you understand their beat and recent articles to tailor your approach.

  • Subject Line: It should be attention-grabbing and relevant.
  • Opening: Address the recipient by name and mention a recent piece of their work you found insightful.
  • Value Proposition: Briefly explain how your content can add value to their work.
  • Call to Action: End with a clear and direct request for what you would like them to do next.

By applying these targeted strategies with a professional tone, you increase your chances of building valuable backlinks through outreach.

Advanced Link Building Tactics

In this advanced stage, focus on proactive strategies that leverage existing web content and networks to earn authoritative backlinks to your ecommerce site.

Exploring Broken Link Building

When websites move or delete pages, they leave behind broken links on other sites that once pointed to those now-nonexistent resources. Your task is to find these broken links and offer replacement content—a page from your own site that is a suitable substitution.

Steps to execute broken link building:

  1. Identify Broken Links:
    • Use tools like Ahrefs, SEMrush, or Moz’s Link Explorer to scan for broken outbound links on industry-related websites.
  2. Create Replacement Content or Identify Existing Pages:
    • Develop high-quality content that matches or exceeds the value of the original linked page.
  3. Reach Out to Webmasters:
    • Contact the owners of sites featuring broken links. Provide a brief pitch, suggesting your content as an alternative link.

Remember, your approach should be helpful and informative, ensuring webmasters understand the value of updating their site with your link.

Harnessing the Power of Unlinked Mentions

Unlinked mentions occur when a brand or product is mentioned on a website without a hyperlink. These represent a prime opportunity for link acquisition.

Approach for capitalising on unlinked mentions:

  1. Discover Unlinked Mentions:
    • Tools like Google Alerts, BuzzSumo, or Mention can track mentions across the web.
    • Consider for more advanced searches and contact information.
  2. Assess Relevance and Authority:
    • Evaluate whether the mentioning site aligns with your brand and its authority.
  3. Outreach and Conversion:
    • Engage via email or social media.
    • Compose a polite request to convert the mention into a link, emphasising mutual benefit.

HARO (Help a Reporter Out) can be a valuable tool as well. By connecting with journalists and media sites who are looking for expert opinions or products, you can secure high-quality links whenever your business is mentioned.

Strategically applying these advanced link building tactics can significantly enhance your online presence and propel your ecommerce site’s SEO performance.

Maintaining a Natural Link Profile

To preserve your eCommerce website’s trust and credibility with search engines, it’s crucial to sustain a natural link profile. This involves acquiring links that appear to have happened organically rather than as a result of aggressive or manipulative tactics.

Avoiding Penalties in Link Building

Natural Links: To ensure your link-building efforts do not trigger penalties, focus on acquiring links that are indistinguishable from those acquired without any active effort on your part. Google’s algorithms are designed to recognise patterns that indicate artificial or unnatural link acquisition, which can damage search engine optimisation (SEO) efforts.

  • Vary Anchor Text: Use a blend of branded, generic, and exact-match anchor text.
  • Diverse Link Sources: Attain links from a variety of domains.
  • Link Velocity: Gain links consistently over time, rather than in spikes.

By employing these methods, you steer clear of raising red flags with Google that could harm your site’s SERP (Search Engine Results Page) rankings.

Fostering Organic Growth

Trust and Credibility: Building a natural link profile aids in fostering organic growth that search engines find credible.

  • Quality Content: Create valuable, shareable content that naturally attracts high-quality inbound links.
  • Engage with Influencers: Network with niche influencers who might link to your content because it adds value to their audience.
  • Leverage Social Media: Use social media platforms to increase visibility and potential for natural link acquisition.

These strategies should encourage the organic growth of your natural link profile, promoting trust with both users and search engines, and contributing to improved SEO performance.

Frequently Asked Questions

What strategies are most effective for acquiring backlinks to an e-commerce site?

To effectively acquire backlinks for your e-commerce site, you should focus on creating high-quality, informative content that serves the needs of your audience and showcases your products. Collaborating with influencers and industry leaders for guest posts or interviews can also be a highly effective strategy, as it leverages their authority and reach.

You are encouraged to utilise tools like Ahrefs or SEMrush for comprehensive link analysis, which can help identify link opportunities and track the progress of your backlink profile. Tools like BuzzStream or Pitchbox can also assist in managing outreach campaigns efficiently.

A product page should be removed when the item is no longer available and won’t be restocked. It’s crucial to redirect the defunct URL to a relevant product category page to preserve the link equity and provide a good user experience.

For example, if you’re selling artisanal coffee, you can create an engaging infographic about the coffee-making process and share it with food bloggers, leveraging their platforms to link back to your product pages. This not only helps in earning backlinks but also in reaching a wider audience interested in your niche.

One effective idea is to run a promotion or competition that attracts attention from various online communities, resulting in natural backlinks from forums, social media, and blogs. Moreover, investing in creating comparison guides or how-to articles relevant to your products can earn links from consumers looking for insights before making a purchase.

Link building should be integrated into your overall content marketing strategy, ensuring that each piece of content you create or update has the potential for link acquisition. Consider seasonal trends and product launches as opportunities for timely link-building campaigns that align with consumer interest and search behaviour.

Ready to start
building strong links?