Link building is a crucial and one of the most challenging parts of the whole SEO process. Following article shares some proven and powerful SEO link building tactics for e-commerce to rank better in search engines.
Link building, also known as off page SEO, hugely influences the overall ranking of your website. Google considers over 255 ranking signals when choosing web pages to show up in top search results. Among these signals, incoming links from different domains is highly influential.
A study conducted by SEMRUSH revealed that websites that rank in the first positions in Google have more backlinks from unique and prominent domains.
This data suggests that to rank high in search results, you need as many backlinks as possible from a number of different domains.
Difference between Good and Bad Backlinks
Google loves good links and penalizes bad links.
Links coming from the following sources are considered to be bad links:
- Article directories with articles, each containing a bunch of outgoing links.
- Website directories with the sole purpose of outgoing links.
- Paid links, directly or indirectly, that is against the guidelines of Google.
- Link Exchanges
- Links from Web 2.0 websites
A good link is earned naturally. When you provide valuable content and other websites want their visitors to read that content; they naturally add a link to your content. In this way, you earn a natural link that helps build Google’s trust in your eCommerce store.
Check out and follow these eight proven strategies to earn GOOD links!
8 SEO Link Building Tactics For E-Commerce
1. Guest Posting
Guest blogging is an old but still a highly effective link building strategy for eCommerce brands.
Marketers’ interest in guest posting strategy has increased by 112% since 2005. This strategy remains to be high in use since 2013.
Start with a guest posting strategy for your eCommerce brand by finding websites that:
- Accept guest posts.
- Belong to the same niche.
- Are considered as high-quality by search engines.
- Allow dofollow links in the article’s body.
Two ways to find good guest posting sites:
First: Search on Google
Search for terms like “guest blogger”, “write for us”, “guest post”, “submission guidelines”, “contributor”, “blog for us” followed by your niche as shown below:
Second: Spy on Your Competitors
To find details on your best-performing competitors, spy on and analyze their link profile. To do this, go to SEMRUSH.
SEMRUSH’s new feature “Backlink Gap Analysis” lets you compare the backlinks of up to five websites. Furthermore you can discover new backlink opportunities as well.
Here is how Backlink Gap Analysis works:
1: Log in to your SEMRUSH account.
2: Go to Gap Analysis > Backlink Gap
3: Enter your competitors’ website and click the arrow button. It will show the following result:
Go through the referring domains and analyze the backlink profile of your competitors. Click on the number of links in the right column to see exactly the page that the link is on.
When choosing a guest posting site, check it for
- An excellent, good ranking in Google
- Good amount of monthly traffic
- The original content of their own, not only guest posts
Finally once you have shortlisted the best websites, read their guidelines properly and write and submit your content accordingly.
2. Get Your Content or Brand published on Popular Media Websites
Get the content written on your eCommerce brand or a product published on top websites like HuffPost, Forbes, etc. The benefit of getting published on popular media sites is much more than just getting a link back.
You get numerous opportunities to promote your e-business and boost your brand awareness. It also helps you build trust with your audiences when they see you published on prominent platforms.
You can achieve this in two ways:
Connect with Journalists
To make journalists link to your website from their posts, you need to let them know about your existence. You can contact journalists by emailing them or connecting with them via social media networks. The best social media platforms for this purpose are Twitter and Facebook.
Pitch the Editors
Pitch the editors your unique and interesting guest posting idea. Let’s understand it with an example.
ContentMarketingInstitute.com is a prominent website in the SEO industry. The website occasionally publishes content from guest authors. You will notice an email address of the head editor and submission guidelines on the website. You can pitch your content idea to the editor, directly.
Sounds easy? But, honestly, it’s quite challenging!
Probably editors of well-established websites receive hundreds of emails from aspiring contributors. Your email will get read if you are a lucky one. To be fortunate one, you have to compose an attention-grabbing email to the editor.
Keep the following points in mind when sending an email to the editor:
- Keep it short and to the point.
- Give interesting information about who you are and what you do.
- Include examples of your previous publications.
Important: To prevent contributors from abusing their ability to post articles on popular media sites, Google issued a warning in September 2017. Consequently, websites like Forbes and Entrepreneur and Inc don’t avail dofollow links to the contributors.
3. Build Content Assets Using Influencers
Social influencers, consumer reviews and industry bloggers list among the top players in the eCommerce industry. Most of the consumers base their purchasing decisions on blogs and reviews. That’s why it makes sense to reach out to influencers for the purpose of link building.
Let’s consider ASOS for example. This reputed online fashion retailer ran a campaign to empower individual influencers to create valuable content and build links on their behalf.
ASOS created sponsored accounts for selected fashion bloggers and influencers. These influencers post images of themselves on their accounts, wearing branded clothing. Targeted link, with caption “buy the look”, accompany these pictures. In addition to links, images are accompanied by relevant fashion tips and other useful content.
It’s true that these links don’t influence organic ranking from social media. But, one such campaign “ASOS Insiders” attracted 49 natural referring domains from fashion sites like The Guardian.
The ASOS Insiders campaign delivered a message that added value to the customer experience while promoting the company’s product in the real-world setting. Resultantly, ASOS developed an organic, low-cost link building campaign that improved customer retention rate drastically.
Send Products for Review to Influencers
Send your products to influencers for free trial and request them for a link from their website to the product on your site.
Just keep the following things in mind when requesting product reviews and links from influencers:
- Get only a few links in product reviews, not 100’s or even 10’s of links.
- Send your products for review to blog owners instead of dedicated review websites.
- Don’t ask for links directly. If they like it, they will do it naturally.
4. Get a Link from the Manufacturer’s Site
Get links from the website of manufacturers whose products you’re selling on your eCommerce store.
To do this:
- Visit the manufacturer’s website and see if they have a dedicated section to link to their retailers. If not, ask them for the way to get featured on their website by emailing them.
- If the manufacturer’s site has a blog, request them to contribute a blog.
- Whether their website has a showcase section, submit your entry.
5. Video Marketing
According to comScore, 182 million Internet users in America watched over 40 billion online videos just in last November. So many similar studies suggest that video marketing is a great way to engage your visitors and link back to your site.
Clever usage of videos can drastically boost your link building efforts. Here are the best ways to use video for off page SEO.
Take an existing infographic that performed well in the past and turn it into a fun short video. The same content instantly becomes interesting and engaging and reaches out to more audience.
Consider the following infographic on “surviving the zombie apocalypse”:
It was turned into a video called “end of the world” and gained high-quality links and social media shares.
Videos on Landing Pages
Rather than creating pages with dry content, add powerful videos to show products in action on your landing pages. Showcase your brand or product in a fun and engaging way that resonates with your target audience. Adding videos to your landing pages serves as a motivator for your audience and helps get links.
6. Affiliate Programs
First things first! Google recommends that any affiliate links should be nofollow.
To protect your affiliates from trouble and still enjoy some benefits from your affiliate links, follow these ideas:
Add a nofollow tag to the links on any ads you create and give to your affiliates for product advertisement. Google often places these ads in the sidebar, site-wide, and you don’t want hundreds of dofollow links from the same site.
On any text links in content-rich pages, leave the links without the nofollow tag. Also, check your affiliate links for broken links, 302 redirect or irrelevant landing pages
Being a vendor, you can’t control how the links will be added in other websites. What you can do is protect your affiliates and reduce the risk of being penalized by following the above ideas.
7. Add Related Internal Links
While most of the strategies discussed above revolve around external link building, we can’t ignore the significance of internal linking.
Internal linking is an important link building strategy that helps establish site architecture and spread link juice. It refers to any links from one web page to another web page on the same site. It is one of the best SEO link building tactics for eCommerce.
Internet linking spreads your link juice to other pages on your website. When you create a backlink to another particular web page on your site, the target page has links to other pages on your site. Thus, this link building strategy helps spread the link juice throughout your website. This juice goes to your money pages and improves your conversion rate and revenue.
Follow these tactics for internal linking success of your eCommerce store:
#1 Use targeted keywords in the anchor text used for internal links.
For example, if you have a category page ‘steelcooktop’ and a blog post that compares the best five new steel cooktops,
“You might want to browse the steel cookware in our steelcooktop range. Check out the whole new styles from top Italian producers.”
Instead of this:
“You might want to browse our steel cooktop range, check the whole new styles from top Italian producers.”
#2 Link the product pages on your site to other relevant product pages.
#3 Link the product pages on your store to the relevant category page (and vice versa).
#4 Link your category and product pages to informative and engaging content.
#5 Use internal links to take your buyer on an online journey to make a purchase.
Interviewing influencers helps you earn organic links from quality sources with very little effort. All you need is to find influencers or industry experts with a good following. Once you find the one, reach out to them and request them to give you some of their time. You can find such influencers on social media sites like Facebook, Instagram and Twitter. A little flattery is fine as people can’t get enough publicity.
You can also search people on Google as shown below:
If your industry is SEO, then type – SEO “interview with” – in Google.
Influencers need not to be directly related to your niche. For example, if you are selling wedding gowns, you can talk to a wedding planner blogger with a large following and audience. Just think creatively and persistently.
Do not expect to get a quick response, or sometimes, even don’t expect a response. You will get ten responses if you send out emails to 100 people.
Important tips for sending email to influencers:
- Keep it personalized and concise.
- Use a clear and easy-to-understand subject line.
- Talk about your website in short with stats and highlights.
Include links to the similar interview, if you have any in the past.
But, if you are lucky enough to receive a response from an influencer who is famous in his or her industry, you’ll naturally gain a few good, organic links.
While people often say that link building is not too effective to boost the performance of your eCommerce store, it entirely relies on how effective you do this.
We hope these tips and examples help strengthen your link building practices that drive long-term growth to your eCommerce store.
Related Article: 50 Ways to Improve SEO For Your Ecommerce Store