TL;DR
Ecommerce link building services are the backbone of competitive SEO strategies for online businesses. But it’s not just about securing links—it’s about acquiring high-quality backlinks that elevate your brand’s authority and organic search rankings.
What is ecommerce link building?
Ecommerce link building is a strategic process aimed at acquiring backlinks from other websites to your online store. These backlinks act as endorsements in the eyes of search engines, signaling that your site is trustworthy and authoritative.
For ecommerce sites, where the competition is fierce and the stakes are high, link building is not just about getting any links—it’s about getting high-quality, relevant links that can drive traffic and improve search engine rankings.
How ecommerce link building differs from other sectors
Ecommerce link building has a few distinct differences compared to other sectors due to the nature of online retail, the fluidity of product offerings, and the specific SEO needs of ecommerce sites.
While the goal in all link building is to improve authority and visibility, ecommerce link building services require a more targeted approach, often focusing on product and category pages, which isn’t as common in sectors like SaaS link building. Here are the key differences:
Targeting product and category pages
In ecommerce, a significant part of the SEO effort revolves around driving traffic to product or category pages. Unlike sectors that may rely heavily on content like blog posts or long-form guides, ecommerce businesses need links that point directly to these conversion-focused pages.
Securing these links can be challenging since many websites are hesitant to link to what they see as purely commercial pages. Instead, link building for ecommerce sites often leans on tactics like product roundups, discounts, or product reviews to attract backlinks to these pages organically.
Seasonal and transient nature of ecommerce
Ecommerce link building also contends with the transient nature of many product pages. Products may be discontinued, updated, or replaced regularly, which leads to a constant need to replace or update links.
This “game of cat and mouse,” as some describe it, can make ecommerce link building more labour-intensive and less scalable than other industries where content tends to be more evergreen.
This requires ecommerce brands to remain vigilant in broken link building strategies, often identifying and replacing outdated links on other websites with updated product pages
High competition and commercial intent
Ecommerce sites operate in a highly competitive space, where ranking on the first page of search results is crucial for driving traffic and sales. This results in ecommerce businesses having to be more aggressive in securing high-quality backlinks.
Competitor analysis plays a big role here, where ecommerce brands look at their competitors’ backlink profiles to find opportunities, such as where competitors have earned links and they haven’t. This competitive approach is more pronounced in ecommerce link building than in other sectors like B2B or educational industries
Digital PR and influencer outreach
Digital PR is particularly impactful in ecommerce link building, where creating buzz around new products or campaigns can generate significant media coverage and high-authority backlinks.
For example: Campaigns like product launches or charitable initiatives can attract links from major media outlets. Similarly, collaborating with influencers to review or showcase products has become a staple for ecommerce businesses looking to build links and drive traffic
In other sectors, PR tactics might focus more on thought leadership or expert commentary rather than product-specific campaigns, reflecting the different nature of link building across industries.
Types of links suited to ecommerce link building
Ecommerce link building thrives on a variety of link types, each tailored to specific goals, such as driving traffic, improving search rankings, or enhancing credibility. Here’s a breakdown of the most effective types of links for ecommerce sites:
1. Product page links
Links to product pages are crucial in ecommerce as they directly lead users to conversion points. Securing backlinks to product pages can be challenging since many external sites are hesitant to link directly to transactional content. However, strategies like getting featured in product roundups or reviews can provide valuable backlinks.
2. Guest posts and contributorship
Guest blogging is a tried-and-tested link-building tactic, and it’s highly effective for ecommerce sites. This involves writing high-quality, relevant content for external sites and naturally including backlinks to your own site. These posts can include educational content or industry-specific insights, which, when done well, establish authority and provide referral traffic.
3. Digital PR and influencer collaborations
Digital PR, where ecommerce brands gain backlinks through media exposure and influencer reviews, is one of the most powerful methods. Collaborating with influencers and securing coverage in major publications can lead to high-authority backlinks that drive both traffic and credibility.
4. Niche edits
Niche edits involve reaching out to existing relevant content on other websites and requesting a link insertion.
For example: An ecommerce store selling eco-friendly products might reach out to bloggers or publications that discuss sustainability, asking them to include a link in their content. This method works well because it allows ecommerce sites to integrate links naturally into already-ranking content, boosting their SEO without creating new content
5. Affiliate links
While affiliate links are usually marked as “nofollow” and don’t directly influence search rankings, they’re still vital for ecommerce brands. These links help drive traffic and conversions through affiliate marketing programs, often bringing in new customers.
6. User-generated content (UGC) and reviews
Encouraging customers to create content around your products, such as photos, reviews, or social media posts, can lead to organic backlinks. When customers share their experiences, it builds trust and naturally attracts more links from their networks. This type of content is often shared across blogs and social media platforms, further extending your reach and link profile
7. Linkable assets
Creating linkable assets such as infographics, guides, or tools can attract a broad range of backlinks from high-authority sites. These assets are designed to be informative and valuable, making them highly shareable.
The benefits of ecommerce link building
Ecommerce link building provides a range of benefits that directly impact the success of an online store. Unlike other marketing tactics, it offers long-term advantages that go beyond immediate traffic boosts.
📈 Improved search engine rankings
Backlinks from reputable and relevant websites signal to search engines that your ecommerce site is a credible and authoritative source. This improves your rankings on search engine results pages (SERPs), which can lead to more organic traffic.
Higher rankings mean greater visibility for your products and, consequently, a higher likelihood of attracting customers. Studies show that ecommerce sites with more backlinks tend to rank better for competitive keywords, leading to increased search visibility.
🔀 Increased referral traffic
Links from external websites generate referral traffic, which is often more valuable than other traffic sources, like paid ads. This is because visitors coming through referral links are typically more engaged and have a stronger interest in your products or content.
For example: When a well-known publication or blogger links to your product page, you not only get an SEO boost but also attract a stream of new, potential customers directly from that site. Referral traffic from these high-authority sites often converts better, leading to more sales
🤝 Boosted brand authority and trust
Backlinks from authoritative websites enhance your store’s credibility. When users see your ecommerce site linked on trusted platforms, they are more likely to perceive your brand as reliable and trustworthy. This type of social proof is essential in ecommerce, where trust plays a significant role in converting browsers into buyers. A mention from a reputable blog or industry website increases the perceived authority of your brand, making it easier to attract further links and media attention
⭐️ Enhanced domain authority
Backlinks are a key factor in improving domain authority (DA), which measures the strength and trustworthiness of your website. A higher DA means your site is more likely to rank for new content and products, helping you maintain competitive visibility in search results. Sites with a strong backlink profile can consistently outrank competitors, which is crucial in saturated ecommerce markets
💰 Increased sales and revenue
As your ecommerce site attracts more traffic—both organic and referral—through effective link building, your products are exposed to a larger audience. The result is increased sales and revenue. High-quality backlinks, especially those from niche-relevant websites or influencers, tend to drive highly targeted traffic, which is more likely to convert into customers.
🌱 Long-term growth and sustainability
One of the biggest advantages of ecommerce link building services is the long-term sustainability it offers. Unlike paid ads, which stop delivering traffic once the budget runs out, backlinks continue to drive traffic and improve rankings for years. As long as the links remain active, you’ll benefit from consistent referral traffic and sustained search engine rankings
The role of content marketing in ecommerce link building
Content marketing is at the core of a successful ecommerce link building strategy, helping to naturally attract backlinks through the creation of valuable, engaging content. By focusing on quality content, ecommerce sites can build authority, improve ecommerce SEO, and create lasting connections with audiences and industry influencers.
Content types that attract the best backlinks
- How-to guides and tutorials: These practical, informative pieces help solve specific problems for users. For example, a guide on how to use your product can get featured in blogs or influencer posts, attracting organic backlinks
. - Data-driven content and case studies: Original research or industry case studies can position your ecommerce site as a thought leader. This type of content is highly shareable and often referenced by others looking for credible data
. - Infographics: Visual content like infographics makes complex information more digestible and shareable. When you publish an engaging infographic related to your industry or products, other sites are more likely to embed it, linking back to your ecommerce site as the source
. - Product comparison posts: These types of articles, which compare products within a niche, often generate links from both consumers and industry websites because they provide valuable, unbiased insight
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Common link building mistakes to avoid in ecommerce
Effective link building is crucial for ecommerce success, but there are common mistakes that can derail your efforts. By avoiding these pitfalls, you can ensure that your ecommerce link building services remain strong and effective.
1. Focusing on quantity over quality
One of the biggest mistakes in link building for ecommerce sites is prioritising the number of backlinks rather than their quality. Low-quality links from spammy or irrelevant websites can harm your SEO and even lead to penalties from search engines. Instead of chasing after hundreds of backlinks, focus on acquiring high-quality links from reputable, authoritative sites relevant to your niche. This will have a far greater impact on your search rankings and traffic
2. Ignoring link relevance
Acquiring backlinks from websites that are unrelated to your ecommerce store’s niche is another common mistake. Irrelevant backlinks offer little SEO value and can confuse search engines about your site’s content.
To avoid this, ensure that the sites linking to your ecommerce store are relevant to your industry. For example, if your store sells fitness equipment, getting a link from a well-known fitness blog will carry more weight than one from a general lifestyle site
3. Over-optimising anchor text
Using keyword-stuffed anchor texts may seem like a smart SEO tactic, but overusing the same keywords in your backlinks can appear unnatural to search engines. This can result in penalties for trying to manipulate rankings. To prevent this, diversify your anchor texts by using a mix of branded terms, generic phrases, and partial match keywords. This creates a more natural link profile and improves SEO
4. Building links only to your homepage
Another common error is directing all backlinks to your homepage. While your homepage is important, search engines expect a natural distribution of links across different pages of your site, including product and category pages. By building links to a variety of pages, you increase the chances of ranking for a broader set of keywords, which ultimately drives more traffic to your ecommerce store
5. Relying on one link building tactic
Using only one link building method, such as guest posting or directory submissions, can limit the effectiveness of your strategy. A diverse link-building approach is essential for creating a natural backlink profile. Combine tactics like digital PR, influencer collaborations, and content marketing to generate different types of links and avoid putting all your eggs in one basket
Digital PR pay-per-link
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50+ DR publication link
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8x DR 25+ links / month
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6. Ignoring no-follow links
Many ecommerce businesses overlook no-follow links because they don’t pass direct SEO value. However, no-follow links can still be beneficial by driving referral traffic, increasing brand visibility, and helping build relationships with other sites. A healthy mix of do-follow and no-follow links is part of a balanced, natural link profile
Avoiding these common mistakes can strengthen your link building efforts and help your ecommerce site achieve sustainable growth. By focusing on quality, relevance, and diversity in your backlinks, you’ll be well-positioned to boost your site’s authority and search rankings.
Looking to boost visibility and sales?
Effective ecommerce link building is about more than just acquiring backlinks—it’s about building quality, relevant links that enhance your site’s authority and drive valuable traffic.
Partnering with a specialised link building agency can ensure your ecommerce store gets the best results from its link building efforts.
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With a deep understanding of ecommerce SEO and link building best practices, Bulldog Digital Media offers comprehensive services to help your business grow its online presence, secure high-quality backlinks, and drive organic traffic that leads to conversions.