eCommerce Link Building: Do’s, Dont’s, and Best Practice

eCommerce websites are often faced with high level competition that make use of strategies that you simply cannot outlast. But what these websites should look for is the opportunities underlying in each of your competitors. You can start with digital channels that are not properly utilized by your competitors. It is also beneficial to do the proper research and get the right people to do the analysis for you. It is always good to have more heads to make the best business decisions for your business.

In any eCommerce business, competitive analysis is key to success. Knowing what you competitors are doing will lead to a more holistic approach when it comes to your digital marketing campaign. You can begin by checking the website content that they implement on the website. In the digital commerce world, copying what your competitors are doing is always a good thing. In addition, creating the best website content out of what your competitors have is always the best possible scenario.

One of the most important insights you can learn from your competitors is how they do their link building campaigns. It can be very complex or it can be very simple. Some even do not resort to link building campaigns because customers would do this willingly. Now, let us get to know what Link Building is for eCommerce websites.


What is eCommerce Link Building?

eCommerce link building is not much different as any other backlink improvement campaign done. It involves the active promotion of products and the brand to gain external links that point to product pages and other important landing pages. In addition, a link building campaign is the process of “actively” acquiring external links to your website, usually accompanied by some kind of overarching objective. It will usually use website resources such as content, personal email outreach, product for testing and review, and other methods applicable for eCommerce websites.

What makes it unique?

Link building campaigns for eCommerce websites are different on the level of product promotion and the capacity to generate revenue as well. We all know that most link building campaigns are pursued with the goal of better rankings in organic search results. But with an eCommerce website, most campaigns are also centered at generating traffic and revenue for the targeted product. By doing this, much of the investment will have an immediate result. The increase in organic ranking will come as a bonus and an insurance in the overall success of the link building campaign.

Do’s, Don’ts for 7 different eCommerce Link Building Tactics

Creating a Blog

Do’s: Creating a blog for your eCommerce website will always be beneficial overall. Its effect can include in-depth content on your products or services, diversification of target keywords, and improve customer subscriptions and retention. In addition, blogs generate traffic that you can manipulate in a lot of ways. You can use blogs to promote your product across social media channels. This will in effect boost your social media followers and readership. The key to any successful eCommerce blog is the content written and put together. It all starts with the title. The more interesting the title is the better. Try to use interrogative words like what, where, when or keywords that offers a list of the best like Top, The Best, etc.

Now how does a blog become a link building tactic. Most readers that love what they read would share this through friends on social media and other channels. There would be website owners that would link to the content you have. Again, the stress on creating the best possible blog content is the key to the success of this tactic.

Don’ts: The clear no-no for blog creation is not carefully planning its content development and none promotion. It’s almost a dead blog if you just leave it as is without properly promoting it through digital channels like social media and email. In addition, always consider to take time in planning and developing the content of your blog. Always remember that a rushed blog content often have less value.

Best Practices: In creating your blog posts, scheduling and research is critical. If you do not have the time to do this, hiring a blog development professional would be a good solution. He or she should be adept at content writing and research, social media promotion, and content scheduling.


Using Facebook Pages

Do’s: Facebook pages to promote your products is always a good thing. To add to this, you can also Facebook to promote blog posts and provide users with content they can consume. You can also use excellent content from other websites. This will in turn help your relationship with other website owners and bloggers. On the concept of link building, Facebook pages generate links through people that see your posts. If what you share are link-worthy and valuable, it would generate backlinks for your website.

Don’ts: Page subscription/likes is not the end all of what Facebook pages can provide for your website. Metric analysis of your Facebook page is a mine for customer engagement information. You will be able to know what your subscribers want and the current trends in your posts. This information is critical in your planning.

Best Practice: Aside from getting likes and post promotion for your products, using Facebook pages to present discounts and sales will boost user engagement. You can also use contest on your Facebook pages as another source of user engagement.

Creating High-Quality and Valuable Website Content

Do’s: As most eCommerce website are not sold on creating in-depth content , this is an opportunity for you to get the best website content out there. This is a concept that most website owners do not know how to do. In addition, they also thought that it’s just a waste of resources to allocate for link building. In creating website content, always consider what your customer needs. Proper research and competitor analysis will be able to provide you this information.

Don’ts: A dead website content is created when you publish it without promoting it. It is a must to get your website content known to other people. The best ways to do this is through social media promotion, email marketing, and PPC. Spending for content marketing will yield not only backlinks but also meaningful traffic that can be converted to revenue.

Best Practice: If you are looking to create the best possible website content, look not through textual content only. Always look to diversify your content through adding meaningful images, videos, infographic, and other multimedia. In addition, proper product placement is one of the best modes to get immediate results for revenue and traffic. It should be placed as natural as it can be. Here is a link for samples of excellent content developed for different websites.

In perspective, excellent written and presented content often will rank high on search engine results. This will in turn get the attention of webmasters and website owners that might link back to your website. As a good seo practice, always practice good internal linking from your blog or content pages leading to the targeted landing pages.

Promotions and Giveaways

Do’s: When doing your link building campaigns, make sure to include promotions and freebies. Providing promos and other free items together with your product will boost conversions. In addition, you can use them to promote your product and brand through websites that collate different promos. You can use this website to send your promotions and get the leads you need. In link building, gaining links take steam when people promote the promo as well on their own website. To increase these chances, you will need to enhance your offers to make them more appealing. Try to increase the discounts based in comparison with your competitors. You can also add free items or free shipping to the promo to make it grand. It’s all about the right packaging for the right products.

Don’ts: Promotions should be done with research and would result in a revenue at the end of the day. Seasonal events should not be set aside but instead maximized by providing targeted campaign promotions. In addition, product matching of your freebies with the main product should always go together. Never mix a product that is not related in terms of use with the main product of the promo.

Best Practices: As one of the best practice in promotions, creating excitement before its starts and expires will drive better performance for your campaigns. Communicating through emails and website content are the best ways to get the information out. Planning and scheduling your emails would be critical to the success of your promotional campaigns. Paid Advertising can also be utilized but only for top promotional campaigns. This is to maximize the gain out of the investment being put in for product promotions.


Product Reviews

Do’s: Any eCommerce website requires product or service reviews. This is to build customer confidence even before deciding to buy the product. In the realm of SEO, it will increase overall trust rating and Click-through-rate. Building product reviews can be done through customer acquisition and survey.  Review websites can also be sources of opportunities for your product. Magazine and news websites are also great places to get product reviews. All you need to sacrifice is the product itself. It’s a small price for a meaningful and authoritative backlink that will yield great results in the future. It is best to make sure to make the proper research first and always keep it real. You will often get an immediate response when doing this.

Don’ts: Honesty is the best policy. Always keep product reviews true and straightforward. Nobody likes to be fooled. It will often result to a customer not coming back to purchase more. Always consider product reviews even if its negative. You will be able to evaluate at which the product or service is failing and make the proper adjustments. Product reviews is a treasure mine of information about the product and the brand as well. In careful analysis, you will be able to determine points to which you can improve as a business.
Best Practices: Product reviews can be done internally and externally. This is the best course to follow when implementing product reviews. You can use this resource to start your link building campaign for product reviews for external link sources. For internal pages, use customer reviews as part of product reviews. They will generate user-generated and unique content about your products. It’s a best practice to implement a Product Schema Markup on your product pages to get the product reviews up on search engine results page.


Generic Link Building Tactics

Do’s: Common link building tactics include guest post submission, profile links, local directories, and direct link outreach. This can still be done for eCommerce websites but with a few modifications. Again when building links for eCommerce websites, it is all about the brand and the products. If you are targeting guest posts, consider websites that are relative to what you offer and create content that is meaningful to you and the publishing website. Effective and clever product posting is what you will need to do in your guest post. Always talk about value first before the product. Profile links and local directories should be done in moderation and organically. Always do it manual to make the link acquisition as natural as possible. Direct link acquisition should be done using your blog as they will be more valuable in terms of content and more specific.

Don’ts: Create link as natural as possible. This is the mantra for creating this type of links. They are easy to acquire but the frequency needs to be manual. In addition, weed out less valuable links to be acquired. Proper research of website link value should be done. Moz provides this information for free through their Google Chrome Moz Extension. Domain and Page attributes will give you the best information on how valuable the website is.

Best Practices: Keep it real when doing your backlinks through this tactic. 1 Valuable link is better than 100 less valuable backlinks. Always go for the best website with respect to the effort put in. Also take note of the resources you need (Contents, Paid Listings, etc) when doing your backlink acquisition.


Offline Marketing

Do’s: This is also called traditional marketing. Looking into conferences, gatherings, and other events for your link acquisition is also a viable solution. Setting up a booth for your products in a fair will also open it to more eyes and ears to know about your company.

Don’ts: Since you are running an eCommerce, always consider the resources given for offline marketing. It is not one of the best link building strategy but the overall gain from using this technique will outperform its goal in link building.

Best Practices: Mixing your offline marketing with probably some online registration will help you keep track of leads acquired from this effort. You will also be able to utilize the information gathered for targeted promotions in the future. Offline marketing can sometime take a lot of effort and resources. Maximizing the resources invested is key to the overall success of this tactic. Having the right skill and knowledge or the right people to do this campaign will greatly boost the chances of making this a success.


Final Words

Do not limit yourself on just these 7 Link building tactics. There are other ways on how to get valuable backlinks for your eCommerce website. Sponsorship is a good way of acquiring outright link from websites. Although this is a paid acquisition of links, abusing this for the sole purpose of generating backlinks for your website is not a best practice. A safe way to do sponsorship is through legitimate cause-oriented groups and educational institution. Not only do you gain a relevant and valuable backlink but also a working relationship with the organization. This will result in more opportunities to connect your product with the audience that they have.
Choosing the right link building strategies to implement will be critical to the overall success of the campaign. Here are the following you should consider:

  • The resources needed for each strategy
  • Cost of the campaign
  • Timeframe for each strategy
  • Metrics for Evaluation

Hiring the right people to do the job will make this campaign much easier to implement and track. Better yet use a the services of a reliable and trusted SEO Company like to get the job done right. Accountability will always be on the side on the SEO Company. All you need to do is to choose the results you want for your website. Make sure to make them as realistic as possible. You can also consult SEO Companies to aid you on the expected results they provide.

  • 08/24/2017

About the Author

Elizar is an SEO Professional here at He handles clients in need of SEO for their Ecommerce Websites. He loves spending time with his wife and daughter. He also loves to play basketball and table tennis during his spare time.


C/ Real 9, Office 12
28991 Madrid
+34 918 160 238

E: [email protected]