eCommerce websites face tough competition from giants like Etsy, Amazon, and eBay, which dominate SERPs with their significantly high domain authority.
Years of experience in eCommerce have proved to me that link-building is the most effective way to survive and thrive in the highly competitive eCommerce market.
Here’s what Link building does for ecommerce:
- Higher Search Engine Rankings: By improving your search engine ranking, link building attracts more visitors and increases your site's credibility.
- Increased Conversions and Sales: Higher visibility often leads to more conversions and sales.
- Boosted Brand Authority: Relevant backlinks act as a vote of confidence from authoritative sites, reinforcing your brand’s relevance and success in a highly competitive market.
In this guide, I provide eCommerce link-building strategies that have been tested on more than 150 eCommerce projects I worked on over the years.
Linkable Assets
Creating linkable assets involves developing valuable and industry-relevant content that attracts links. Instead of generic content, focus on producing guides, articles, listicles, recipes, and tutorials tailored to your specific niche. Examples of linkable assets include:
- Tools
- Statistics Pages
- Widgets
- Free Resources
- How-to guides
- Reports, etc
Real-World Example:
HubSpot's "Free Marketing & Sales Plan Template" is a popular tool with over 2000 backlinks from 357 websites. It's liked because it helps businesses plan their marketing and sales strategies. People link to it because it's practical and useful, offering a template that businesses can use immediately. This makes it a valuable resource that other websites want to share with their audiences.
Guest Posting
Guest posting involves writing articles for other websites as a guest author and is one of the best eCommerce link-building strategies. The idea is to share your knowledge and insights with a new audience while getting a backlink to your online store in return.To get successful results from guest posting for your eCommerce store, you need to carefully select host websites that are relevant to your niche. To do so, you can use tools like Linkee or Ahrefs to shortlist prospects based on relevancy. Let me share some exciting eCommerce guest post ideas with you:
- “10 eCommerce Hacks You Wish You Knew Sooner” The term "hacks" implies quick, easy, and effective solutions that pique curiosity.
Share clever insights into increasing conversions, optimizing product listings, or enhancing customer experiences.Or, if you sell shoes, for example, you could write something like:
- "Top 5 Shoe Trends This Season You Need to Know About"
A seasonal post highlighting trending styles, colors, and designs to boost interest in new arrivals.For those in the fashion industry, something like this would work:
- "The Top Wardrobe Essentials Everyone Needs This Season" Highlight key clothing pieces that are versatile and trendy
Highlight technologies like AI, AR, voice commerce, or sustainability as game-changers for the eCommerce industry.Now let’s move on to some real-world examples to see this strategy in action.
Real-World Example:
When it comes to smart guest blogging for backlinks, the article “What Needs to Be Done Before a Baby Is Born” on The Fox Magazine nails it. The post provides expecting parents with a clear checklist of essentials—setting up a nursery, preparing a birth plan, and organizing postpartum support—offering practical value to its readers. The article strategically includes a backlink to the contributor’s website.
Blogger outreach for eCommerce Link Building
Blogger outreach is an eCommerce link-building strategy for establishing relationships with bloggers to achieve specific SEO or content marketing objectives, such as getting backlinks. The idea is simple: offer something valuable to the blogger so they’ll naturally link to your site. Here’s how:
- Send Free Products: Let them review or feature your product. It’s an easy way to get a mention if it aligns with their audience.
- Offer Guest Posts: Write helpful content for their site that naturally links back to yours. Win-win!
- Provide Exclusive Deals: Give them a discount code or special offer for their readers—it drives traffic to your site and adds value for them.
- Create a Personal Connection: Research their content, tailor your pitch, and show genuine interest in collaboration. No one likes generic emails.
It’s all about making the exchange beneficial for both sides. Offer value, and the backlinks will follow naturally!
Real-World Example:
If you're a brand like Dreams selling beds in the UK, you can partner with home decor bloggers to promote your pink beds collection. By reaching out to these influencers, you can secure links on their blogs. This eCommerce link-building strategy not only highlights specific products, such as pink beds but also attracts customers looking for unique and stylish bedroom options, directly boosting your visibility and sales.Here are some potential blogger websites that suit the niche and location:
- https://www.madaboutthehouse.com/
- https://www.sophierobinson.co.uk/
- https://www.ohsokel.com/
- https://homeideology.com/
Digital PR campaigns for eCommerce Link Building
Digital PR for eCommerce link building is a strategy that uses research and storytelling to grab journalists' attention and get coverage in respected publications. The goal is to earn top-notch backlinks from these sites, boosting a brand's visibility, authority, and overall awareness.
Real-World Example:
During King Charles III’s coronation, a brand successfully implemented a digital PR strategy by tapping into the event’s trendiness, newsworthiness, and creativity. They launched a data-driven campaign that proposed alternative budget allocations, such as pay raises for teachers and nurses and the construction of affordable housing.
By leveraging the buzz around the coronation and presenting a compelling, relevant message, the campaign naturally earned backlinks from 25 websites. Notably, one of these websites had a domain rating of 94 and boasted 24.2 million monthly visitors, showcasing the strategy's effectiveness in securing high-quality coverage and significant online exposure.
Check an example of a placement this campaign achieved here.
Backlinks from Ecommerce Websites
Backlinks from eCommerce websites are valuable for enhancing your e-commerce platform’s domain authority. Over the past year, I have successfully utilized this strategy, significantly improving the Domain Rating (DR) of the sites I manage. The key is to acquire backlinks from similar niches rather than direct competitors.
This can be ethically done by writing guest posts for one eCommerce website, which then links to a third-party site. In turn, that third-party site links back to your eCommerce site. This eCommerce link-building strategy ensures a natural and effective link-building process without appearing as a direct exchange.
If you work with resellers, you can use another approach, like getting your brand listed on their resource pages, which is a smart and simple way to earn backlinks. Many resellers have sections like "Our Trusted Brands" or "Partners We Work With" where they showcase the companies they represent. For example, if you sell eco-friendly home goods, and a reseller features sustainable brands on their site, you can request to be included in their resource list.
One last approach for this strategy that definitely works is leveraging roundup posts on relevant sites.
Here’s how it works:
Let’s say you sell accessories (Brand A), and you want a backlink from a sunglasses brand (Brand B). You notice that a fashion magazine (Brand C) has a roundup post, like “Top 10 Must-Have Accessories This Summer.” You reach out to the magazine and suggest including Brand B’s sunglasses in the roundup. Once Brand B is featured, you approach them and propose they link back to your site as a thank-you for helping them get listed.
It’s a win-win-win: the magazine gets valuable input for their article, Brand B gets more exposure, and you get a backlink in return. It’s all about creating a helpful chain of collaboration!
Real-World Example:
This is a great example of eCommerce featuring other eCommerce websites’ links. Thrive Market, an online retailer of organic products, has a Brands page that links directly to all the brands they carry. This allows customers to explore individual brands more easily while showcasing the variety of products available on Thrive Market.
Niche edits
Niche edits (link insertion) involve earning backlinks by inserting your links into relevant existing content. Start by identifying relevant blogs and websites with high-quality content that attracts your target audience. To find blogs for niche edits, search Google for your target keywords combined with terms like “best,” “guide,” or “review,” and analyze the top-ranking results. Then, use tools like Ahrefs to check their domain authority and locate contact information for outreach. Reach out to webmasters and offer value by explaining how a link to your product page benefits their readers.
Real-World Example:
Here's a real-world example of niche edits. An eyelash extension brand secures a backlink by inserting its link into an article about achieving a natural eyelash look. This backlink strategy, known as link insertion, involves placing a relevant link within existing content, enhancing the brand's SEO while providing valuable information to the blog's readers. This method effectively promotes the brand within a contextually appropriate setting.
Press release Distribution
Issuing a press release is an effective eCommerce link-building strategy. This strategy involves sharing news, like product launches, which attracts attention and earns backlinks from news sites and blogs. For example, Hobby Lobby’s announcement about raising its minimum wage got backlinks from various news sites and blogs.
Consider press releases for:
- Announcing limited-edition products
- Highlighting charitable donations
- Showcasing company charity work
Distributing press releases through newswires or Google News can boost visibility and attract additional backlinks.
Here are some popular eCommerce news outlets to target:
Real-World Example:
Here’s a real-world example of press releases for SEO. Amazon announced a major price drop on its Echo devices, including the Echo Pop for $39.99, through a press release. This approach effectively boosts the brand’s SEO while informing potential customers about \ brand updates.
Unlinked brand mentions
Unlinked brand mentions are references to your brand without a hyperlink. I think this is one of the best eCommerce link-building strategies, a low-hanging fruit you should definitely go for!
Your name is already there; all you need to do is ask to give credit to you for it!
Search for these mentions online, and contact the webmaster to request a link back to your product page.
You can search for unlinked brand mentions using a simple Google search or by using SEO tools like Ahrefs.
To find unlinked brand mentions using Ahrefs, start by navigating to the Content Explorer tool and searching for your brand name within quotation marks (e.g., “YourBrandName”) to ensure exact matches.
Apply a filter to exclude your own domain (e.g., -site:yourdomain.com) to avoid seeing mentions on your website.
Next, use the Highlight unlinked domains feature and input your domain to pinpoint mentions of your brand that lack a backlink. Review the list to identify high-quality opportunities, focusing on mentions from authoritative or niche-relevant websites.
Real-World Example:
As a real-world example, let me show you how you can do it with Ahrefs. Public figures tend to get lots of mention on various platforms as they appear in different interviews and podcasts and are often referenced.
For example, if someone like Jay Shetty wanted to use their name mentions and get a backlink for it, what they could do is:
- Open Ahrefs: Log in to your Ahrefs account and navigate to the Content Explorer tool.
- Search for Mentions: Enter the brand name (e.g., “Jay Shetty”) in the search bar and hit enter.
- Filter Results: Apply “One article per domain” filters and set the language to your preference.
- Exclude Linked Mentions: Use the “Highlight unlinked domains” feature to find mentions that do not link back to your website.
- Analyze and Reach Out: Review the list of unlinked mentions, then contact the webmasters to request a backlink, offering additional value or updated content if necessary.
Link round-ups
Link round-ups are posts that list and review "best-of" products or services. Travel and Leisure, for example, ranked the Birkenstock Arizona sandal and linked back to Nordstrom's product page.
To find relevant round-ups, try searching for terms like '[your niche] round-up' or 'best [product category] in [your niche].' Once you’ve identified a good fit, assess whether the site aligns with your audience and reach out with a personalized email. Share why your product is a great match for their list, highlighting its unique features or benefits. Including high-quality images, standout features, and positive reviews can make your pitch more persuasive.
Real-World Example:
An example I found of a link roundup featuring eCommerce brands is on ClimateSort’s article. In this roundup, various eco-friendly companies are listed with direct links to their eCommerce websites, including brands like Patagonia, Allbirds, and Tentree. Each brand is recognized for its commitment to sustainability, and the links make it easy for readers to explore and shop for their products.
Product review for eCommerce Link Building
Another handy way to get backlinks for eCommerce is through product reviews. You send your products to bloggers, influencers, and industry professionals. Offer them your product in exchange for an honest review and ask to link back to your product page.
Real-World Example:
In the article “Lilac St. Lashes Reviews” on The Quality Edit, the author provides an in-depth review of Lilac St. Lashes. This review includes a backlink to the Lilac St. Lashes website, effectively driving traffic and enhancing the brand’s SEO. The review covers various aspects of the product, such as its design, usability, and overall performance, which builds trust with potential customers and improves the brand’s online visibility. The Quality Edit features different sections, like beauty, fashion, and wellness, making it a well-rounded platform that not only highlights beauty brands but also offers opportunities for fashion brands to secure high-quality fashion backlinks.
Podcasts
Many podcasts publish "show notes" with links to products and partner sites. Research industry-relevant podcasts and contact their hosts. Offer to co-host or sponsor an episode in exchange for a backlink.
Here are my top 5 favorite eCommerce podcasts that I think are great opportunities to highlight your brand and connect with a wider audience:
- Shopify Masters
- The eCommerce Playbook
- Brave Commerce
- Future Commerce
- The Kara Goldin Show by Kara Goldin
Real-World Example:
On the Shopify Masters podcast, makeup artist Etienne Ortega shared insights on building a thriving beauty brand, ORTEGA. His journey from LA makeup artist to brand founder highlighted the importance of networking in the beauty industry. His episode gained visibility, earning a valuable backlink from Shopify's podcast page.
Resource Page
Resource pages are like goldmines for backlinks—they’re curated lists of helpful tools, links, or content in a specific niche. The idea is simple: these pages exist to guide users toward valuable resources, and if your product or content fits the bill, you can score a spot. Here’s how to do it:
- Find Relevant Resource Pages: Use Google searches like:some text
- “keyword + resources”
- “best resources for [your niche]”
- “top [niche] tools and links”
- Reach Out: Once you’ve found a resource page that fits, contact the site owner. Keep it short and friendly—introduce your product, tool, or content and explain why it would be a great addition to their list. For example:
“Hi [Name], I came across your [resource page name] and loved how it helps [target audience]. I think [your product/tool/content] could be a valuable addition because it [briefly explain benefit]. Let me know what you think!”
Or, if you want to flip the strategy, build a resource page on your own website. Curate valuable links, tools, or products in your niche, including a mix of your offerings and others. This drives traffic and also encourages others to link back to your site as a trusted source.
Real-World Example:
BigCommerce has built an amazing resource hub that’s a game-changer for eCommerce professionals, marketers, and business owners. It’s packed with easy-to-follow guides, real-life case studies, and practical tips to help you grow your online store. Whether you’re just starting out or looking to scale, you’ll find everything from SEO strategies and marketing advice to tools for improving your store’s performance. What makes it even better? It’s so valuable that over 2,900 websites have linked to it, making it a trusted go-to for anyone in the eCommerce world.
Infographics
Infographics simplify complex ideas and make them easy to share. When designed with valuable insights and unique data, infographics become a magnet for shares, embeds, and links.
Here are 5 Valuable Infographic Ideas for eCommerce Businesses:
- For a Sustainable Fashion Store: “The Environmental Impact of Fast Fashion vs. Sustainable Clothing”Use hard-hitting stats and visual comparison to highlight why eco-conscious choices matter, appealing to fashion bloggers and sustainability advocates.
- For a Home Office Furniture Brand: “The Perfect Home Office Setup: Ergonomics Made Simple”
Create a detailed guide showing the ideal desk height, chair adjustments, and workspace layouts to improve productivity. Pitch it to productivity and remote work blogs. - For a Beauty & Skincare eCommerce Store: “The Science of Ingredients: What’s Really in Your Skincare?”
Break down common skincare ingredients into what they do (e.g., hyaluronic acid, niacinamide), targeting beauty blogs and industry professionals. - For a Tech Accessories Store: “Tech Gadgets That Save You Time: A Productivity Comparison”
Use real data to compare time-saving features of various devices, such as wireless chargers, trackers, and multitasking hubs. Perfect for tech bloggers or gadget reviewers. - For a Gourmet Food Store: “Pairing Guide: The Best Wines for Every Cheese”
Create a visual chart matching popular cheeses with ideal wine pairings. Reach out to food bloggers, wine enthusiasts, or event planners who curate content around entertaining.
Real-World Example:
Shoe Zone nailed it with their “Simple and Useful Budget Shoe Hacks to Keep Your Feet Happy” infographic. Packed with practical tips for maintaining shoes on a budget, this clever visual earned them 16 dofollow backlinks from niche-relevant sites.
Industry Directory Listings
Getting listed on industry directories is an easy and effective way to improve your visibility and earn a quality backlink. These directories are like curated "yellow pages" for specific niches, making it easier for potential customers to find businesses like yours.
Here’s how you can get started:
- Find the Right Directories: Use search terms like “best eco-friendly brands directory” or “top fashion boutiques directory” to discover directories in your niche.
- Submit Your Details: Once you find a directory that fits, submit your business info—usually things like your name, website link, and a brief description. Some directories might have extra requirements, but most are straightforward.
Real-World Example:
If you run an eCommerce store for organic skincare, you can get listed on directories like Think Dirty App (a database for clean beauty brands). As you can see in the screenshot below, many businesses already got listed here and gained a valuable backlink from a website with a DR score of 70!
What Websites Are More Likely to Give Backlinks to Your E-commerce Store?
Websites that are closely related to your eCommerce niche are more likely to provide backlinks. Here are some categories and examples:
- Product Review Sites: Sites that specialize in reviewing products often link to e-commerce stores.
- Lifestyle and Fashion Blogs: These blogs frequently feature products and shopping guides.
- Shopping and Deal Aggregators: Websites that compile deals and product listings.
- Industry-Specific Blogs: Blogs focused on your product category (e.g., home decor, tech gadgets).
- Influencer Blogs: Bloggers who review and recommend products.
How to Find Prospect Websites for Your Eccomerce Store
Now that we have covered the strategies, it’s time to understand how to find the prospects where you’ll apply these link-building techniques. Identifying the right prospects can be overwhelming, but tools like Linkee.ai make it easier.
Linkee helps by automatically finding relevant websites, vetting them for quality, and providing verified contact emails. Key features are automated prospect vetting, personalized email outreach, and seamless integration with email platforms, ensuring your link-building efforts are both targeted and efficient.
Find out more about Linkee’s prospecting feature here.
Maria Harutyunyan is the co-founder at Loopex Digital, one of the fast-growing SEO agencies in the world. She grew the agency to a 7-figure from the ground up in 3 years. Outside of Loopex Digital, Harutyunyan is a keynote speaker and SEO coach. She is the founder of the first SEO academy, an off-line training program in Yerevan, Armenia.
