Ecommerce Link Building: Strategies for Success

The ecommerce world is not just growing; it’s practically bursting at the seams, with revenue projections hitting  US$3,647.00 billion by 2024. 

Now, with giants like Amazon hogging the spotlight, you might wonder, “How do I get a piece of that pie?”

Ecommerce link building might be a key to achieving your goals. It’s a tried and tested method to score the best digital real estate for your online store.

Let’s break down the best tactics to spruce up your backlink profile and draw more shoppers to your digital doorstep.

Before we jump into the good stuff, it’s important to lay the groundwork for why (good) link building is so important.

To put it simply, links are like a thumbs-up from one website to another. This all ties back to something called Google’s PageRank. 

PageRank is a way Google figures out how important your site is based on the number and quality of these links. And despite disappearing from the spotlight in 2016, PageRank is still used by Google behind the scenes.

But here’s the kicker, not all attempts at link building work out. Go overboard or get them from the wrong crowd, and your efforts may backfire.Let’s take Wayfair as an example. Data from Ahrefs shows that despite a spike in referring domains, the store’s organic traffic has taken a hit.

Data Ahrefs

But don’t worry, link building can still be your biggest ally if done right. 

That’s why we’re always stressing the importance of reliable, good quality link building that Google likes. Not the shady kind that Internet Search Engines can penalize you for.

Remember, it’s more than just SEO; it’s about carving out a digital storefront in the world’s largest marketplace.

Link building isn’t a one-size-fits-all solution. Different types of businesses need different link building strategies to hit the mark.

Let’s say you run a boutique fashion store. Your link building might shine with shout-outs from fashion influencers and features on trending style blogs. 

On the flip side, if you’re dealing with gadgets and electronics, getting mentions from popular tech review sites and comparisons on gadget forums will get the job done.

It’s all about playing to your strengths and making sure your link building strategy lines up with what your business is all about.

Now that you’re possibly sold on the concept of link building for your Ecommerce store, we’re going to tell you exactly how to do it right.

But here’s the catch: There are countless link building strategies to choose from. Which one should you spend your time and effort on?

Let’s discuss the 5 most effective ones and see how they can contribute to your site’s growing success story.

ApproachProsCons
Digital PR– High-quality backlinks
– Enhances brand visibility
– Can go viral
– Requires compelling stories
– Needs strong relationships with journalists and bloggers
HARO– Access to high-quality backlinks
– Increases credibility
– Targets specific niches
– Highly competitive
– Not all pitches succeed
– Requires quick and relevant responses
Useful Content (Blogging)– Attracts organic traffic
– Positions brand as an industry leader
– Long-term benefits
– Time-consuming to create
– Results may take time
Outreach– Direct control over targeting
– Personalized connections
– Can yield high-quality backlinks
– Requires effort in crafting personalized messages
– High rejection rate
Competitor Backlink Harvesting– Leverages successful strategies of competitors
– Provides ready-made list of potential backlinks
– Requires thorough research
– Ethical considerations

#1 Digital PR

Digital PR is your golden ticket to not just any backlinks, but the kind that make search engines take your brand seriously. 

Yes, we’re talking about high quality backlinks from high authority websites. 

It’s all about hitting the right note with your story and making real connections with the people who matter in the world of mass media.

Let’s break down some straightforward digital PR tactics for Ecommerce stores to get your brand noticed.

Product Pitching

Reach out to journalists and bloggers, offering them a chance to check out your products firsthand.

How to do it:
  • Research and target writers who specialize in your product niche.
  • Conduct manual Google searches to find journalists who cover your product types and ensure you’re pitching to those who are genuinely interested.
  • Personalize your pitches to align with the journalist’s previous work and audience preferences.

Digital PR Icon 14

Mastering Reactive Digital PR

Being quick to respond with valuable products, insights, or expert comments can turn breaking news or trending topics into opportunities.

Take a page from Uber’s playbook during the pandemic with their #StayHome campaign which earned loads of media mentions and shares, proving to be a lifeline for the struggling business. 

Uber

Implementing discount codes is a savvy way to attract backlinks. 

Promoting these discounts to platforms that cater to your target audience can yield excellent results. 

You can also submit them to couponing sites such as RetailMeNot for some link juice.

Identify and reach out to sites and blogs that cover your industry to offer your products for future roundup articles and gift guides.

Forbes

#2 HARO

HARO, short for Help a Reporter Out, serves as a bridge between journalists, bloggers, and industry experts. 

The concept is simple: Journalists are always looking for good PR sources and you can become that go-to source within your niche.

And what do you get in return? High-quality backlinks that point right back to your Ecommerce site.

HARO’s Move to Cision’s Connectively

After years of serving content creators, journalists and industry experts, HARO is getting a major upgrade. You can now find their updated services on connectively.us.

The platform has also released both free and paid packages with an option of purchasing additional pitches.

Setting Up on HARO

HARO’s new centralized platform has made finding PR opportunities easier than ever before. Here’s how to get started:

  1. Visit Connectively and sign up to begin onboarding and setting up your profile.

2. Search for relevant queries through the in-app HARO Queries feed.

3. Start pitching by filling out the in-app forms to your selected queries and wait for a response!

Making the Most of HARO

HARO will open up a world of opportunities for your business. The key is to make your efforts count by responding to the right queries.

Here are some best practices to increase your chances of landing the pitch:

Tip 1. Respond Wisely: Focus on responding to requests that are most relevant to your Ecommerce industry.

Tip 2. Establish Credibility: Include a brief mention of your expertise and how it relates to the query. This reinforces why your contribution is valuable and trustworthy.

Tip 3. Make it Count: Remember, you’re likely competing with other experts. Make your responses count by providing actionable and quotable information.

Tip 4. Respond ASAP: Journalists often work on tight deadlines. Responding promptly to queries can increase your chances of being featured.

Tip 5, Personalize Your Pitch: Address the journalist’s requirements directly. Personalized responses that cater specifically to the query’s context stand out.

Tip 6. Be Comprehensive but Concise: Offer comprehensive insights that cover the query in depth but try not to cross the 200-word mark. 

Alongside our diverse link-building tactics, we provide a specialized HARO service, designed to link you with journalists and bloggers, which is a key in acquiring authoritative, relevant backlinks for your e-commerce store. Learn more here.

Since the dawn of Web 2.0 and subsequent rise of the information economy, most good businesses have realized and wielded the power of content marketing.

So, as an Ecommerce business, if you’re not getting your voice out there, you’re definitely missing out.

Viral online brand Dollar Shave Club is a great example of content marketing done right. 

From blogs and videos to a cool podcast, the company uses multiple types of content to build and maintain their audience.

And guess what? All this effort leads to a ton of organic traffic directed straight to their Ecommerce store.

So, if you want to enter the big leagues, it’s time to start creating some valuable content. 

Here’s what you have to do:

Step 1: Create a Blog for Your Store

Kickstart your journey by attaching a blog to your Ecommerce site. 

The goal? To create content that resonates with your audience while targeting keywords relevant to your online services.

Imagine your store specializes in eco-friendly home cleaning products.

You could craft a blog post titled “Top 10 Eco-Friendly Cleaning Solutions for a Sustainable Home,” featuring products from your range.

This is how it works:

  • When people search for eco-friendly cleaning solutions, they stumble upon your insightful blog post.
  • Readers interested in making sustainable choices explore your product pages and make purchases.
  • Your content’s value extends beyond just your readers. For instance, a green lifestyle blog finds your article and decides it’s the perfect resource to link to in their “Ultimate Guide to Green Living.” And just like that, you earn a valuable backlink.

Step 2: Find the Right Keywords

To keep your content relevant and targeted, you’ll need a steady flow of keywords. Web scrapers and tools like Semrush’s Keyword Magic Tool can help you extract a list of related keywords.

Start with a Seed Keyword: Input a broad term related to your products. For instance, “eco-friendly cleaning products.”

Discover and Filter: The tool will provide an extensive list of related keywords. Use filters to narrow down topics and find phrases that your potential customers are searching for.

Assessing Difficulty: Pay attention to the keyword difficulty score. The lower the score, the easier it is to rank for the term.

Crafting Targeted Content: Choose keywords that align with your business and customer interests, then create blog posts centered around those terms.

To craft content that attracts backlinks, kick things off by taking a closer look at what your competition is up to.

Tools like Ahrefs can reveal which pages are bringing in the most backlinks. Use these insights to curate a list of content types that are link magnets in your industry.

Now go a step further and raise the bar by adding more value to existing resources.

Consider creating various types of linkable assets such as:

  • Original Research: Share unique insights or findings from your industry.
  • Widgets: Develop practical tools or widgets tailored to your audience’s needs. This not only serves your audience but also encourages other sites to link to your useful resources.
  • Guides: Comprehensive guides on niche topics can become authoritative resources that others link to as a reference.
  • Curated Lists or Awards: Compile lists of top resources, products, or influencers in your industry. These can become go-to resources that others want to link to and share.

Step 5: Don’t Give Up!

Now that you’re in the content creation game, brace yourself for the journey ahead.

Building a content and digital marketing strategy that works is more about endurance than speed.

You only have to look at other successful Ecommerce businesses to know that patience and consistency definitely pay off in the end!

#4 Outreach

Outreach is the bridge that links your top-notch content with bloggers, journalists, or influencers who have the power to boost your visibility. 

To scout for potential collaborators who can help spread the word, you might want to use:

Google Search: Use keywords related to your content to find top-ranking websites.

Social Media Scouting: Identify popular posts or influencers on platforms like Facebook, Twitter, Instagram, or LinkedIn.

SEO Tools: Explore tools like Semrush and Ahrefs to discover prospects and analyze competitors.

How to Pitch for Success

To really grab attention in an overcrowded inbox, you’ve got to say goodbye to the one-size-fits-all approach and craft a pitch that’s not just seen but remembered.

Here’s a sample blogger outreach email for a scheduling app called ReminderPal:

Hi blogger,

I’m Andrea, owner of ReminderPal. 

I noticed your article here, www.businessblog.com,about productivity tools and was wondering if you’d be interested in a content marketing collaboration with me.

I’d like to submit a well-researched article for your blog about the newest data surrounding the benefits of prescheduling your work day.

I regularly cover topics such as this on my blog for ReminderPal, an app that lets you schedule your calendar and automatically sends you a text message for each calendar item. For anyone who regularly uses their phone, these reminders can be incredibly useful.

Fun facts about ReminderPal:

  • Founded in 2007, after searching online for a resource to continually remind me what needed to be done that day but couldn’t find what I was looking for
  • The mission is to help others keep track of their to-do list and be more productive throughout the day
  • The online calendar immediately syncs with the mobile app, and will automatically send the user a text message as a reminder

If interested, I could submit an insightful article about pre-scheduling that will fit your audience and their needs.

Of course, if there’s anything specific you’d like me to focus on instead, I’m very much open to that!

In exchange for your time and opportunity, I’d be happy to reference your website on the next blog post I do for [site] which is an authority site that provides entertaining and informative business and entrepreneurial advice to an active and engaged audience nationwide.

I’d love to hear your thoughts on it!

Best Regards,

Andrea

Check out more blogger outreach templates here!

Here’s a little secret: You can actually turn your competitors’ lost and broken backlinks into your gain.

By searching for backlinks that your competitors have dropped the ball on, you’re looking at a prime opportunity to beef up your own backlink profile.

This method isn’t just about watching from the sidelines; it involves actively stepping in to offer your webpage as a better or additional resource.

This strategy focuses on identifying external links that no longer work on other sites but once linked to your competitors.

Imagine you’re selling something niche, like artisanal handcrafted candles, and you’re up against market leaders. 

Tools like Semrush’s Backlink Analytics can help you find broken links from significant sources such as decor blogs or lifestyle magazines. 

You then have the opportunity to step in and offer your content as an alternative, bringing new insights or resources to the table.

How to Do It
  • Add your website URL to Semrush’s backlink analytics tool.
  • Navigate to the “Competitors” tab and click on the top competitor to view their backlinks.
  • Navigate to the “Indexed Pages” tab and check the box “Broken Links.” Now click the number of links to view all the broken backlinks.
  • Now you can filter and export this backlink data for each competitor to look for new link building opportunities!

Lost link building focuses on recently removed links that previously directed traffic to competitor sites. 

For instance, if your competitor lost a valuable backlink from a renowned home improvement blog, and your Ecommerce site offers a similar range of innovative home gadgets, it’s your cue to step in.

How to Do It
  • In the Semrush’ Backlink Analysis tool, select “Backlinks” from the top.
  • Now head to the “Lost” tab and download the data as a spreadsheet to get leads on lost links.

Active competitor links are those that currently lead to rival brands. 

Understanding where these links are placed can uncover potential opportunities for your Ecommerce site. 

For example, if you find that a popular tech blog consistently features links to your competitor’s smart home devices, it’s a sign to introduce your products and demonstrate why they deserve a spot on that platform.

You can use Ahrefs, Moz, or Semrush to conduct a backlink analysis on your competitor.

Here’s an example of a smart security brand and its competitor:

With the exponential growth of the Ecommerce industry, the number of online stores is sure to quadruple overtime. 

So, if you want a shot at greatness in this digital marketplace, you’ll have to give it all it takes. Especially when it comes to link building. 

From creating link-worthy content to using your competitors’ strategies to your advantage, every step in the journey is about adding layers of strength and visibility to your online presence.

Keep it up, and you’ll see your online store reach new heights, one solid link at a time.

Article by

7+ years in the SEO industry, I’m an off-page optimization specialist with a track record of helping clients climb the search engine ladder. My focus? Building long-term client relationships founded on great results and customer satisfaction.Off the clock? You’ll find me behind the lens, capturing the world through photography, or catching NBA games (minus any recent All-Star debates) – or maybe even experimenting with new recipes in the kitchen! Let’s chat about SEO, strategy, or maybe even your favorite classic basketball moments.

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