Search engine optimization (SEO) is one of the most reliable ways for ecommerce businesses to build traffic.
SEO is commonly divided into two main categories: on-site optimization and off-site optimization. While on-site optimization involves improving your own website so that it has a better chance of ranking high in Google, off-site optimization centers on building links to your website to show Google that your website is relevant and of high-quality.
Link building is the process of getting other websites to link to your website. In Google’s eyes, links are votes that represent a website’s authority, relevancy, and trust.
There are different types of authority that are given weight when ranking websites in search engine results. These include:
Link authority - The authority that a link passes from one page to another.
Apart from showing authority, a link can also signify relevancy, notifying Google that a specific page is topically related to another page. Finally, a link can show that a specific domain is trustworthy.
A good link is a link from a high-quality, relevant website. For example, if you run an ecommerce business selling skincare products, a good link would be a link from a high-quality beauty blog or website.
A good link should also be gained or built naturally, and not paid for, since Google frowns upon the practice of buying links.
Marketers have developed plenty of link building strategies over the years. Here are some of the best link building strategies that you can use to improve the search engine ranking of your ecommerce website.
We’re going to start with the easiest way to acquire links for your website. Contact your manufacturers or suppliers and ask if they would be willing to link to you from their official website. Most will be happy to do this for you.
Starting a blog for your ecommerce business will give you the opportunity to attract links. If you publish high-quality content relevant to your industry, other websites will start linking to you. For this to work, however, you need to make sure to put in the effort and produce quality blog posts that provide real value to your target audience.
Focus on genuinely helping your audience with your blog content, rather than trying to sell your products through your blog posts.
You also need to keep a regular schedule and post often. Studies have shown that businesses that have an active blog get as much as 97% more links than those that don’t, with brands that post 16 times or more per month getting three times as much traffic.
Finally, you should try and promote your blog posts by sharing them on your social media pages as well as contacting influencers and seeing if they’d be interested in promoting your posts with their audience.
Creating resource pages is an excellent way to generate more links for your website. You can create a Frequently Asked Questions section on your website, with answers to all the questions customers tend to ask about your products. Another type of resource page you can create is a glossary containing definitions of all the important terms related to your products or industry. Engage in guest posting
Guest posting is one of the most popular link building strategies around. It involves contacting websites in your industry and offering to write a blog post for them. In exchange for getting free content, most of the websites will allow you to place a link to your website within the blog post.
When looking to use guest posting as a way to build links, it’s important that you choose the right websites. You should focus on high-quality websites that post content relevant to your industry. Make a list of all suitable websites and start contacting them and pitching your guest post idea.
Once you secure a guest post spot, make sure to put in as much effort (or more) into writing the guest post as you would into writing a blog post for your own blog. This will make the website owners happy and help you build an ongoing relationship with the publication, as well as satisfy their audience, some of which will inevitably click on your link and end up on your website.
A quick and easy way to get more links for your website is to look for unlinked mentions of your brand. If industry websites and blogs are already writing about your business, they’re probably missing out on a few opportunities to link back to you by simply using the name of your website without providing a link.
You can find unlinked brand mentions by using tools such as Ahrefs and Mention. Once you gather a list of websites that mention your brand without providing a link, start contacting them and ask if they would include a link to your website so that their visitors can find you more easily.
The broken link strategy takes advantage of your competitors’ broken links. To make it work, you’ll need to use a tool such as Ahrefs to find pages on your competitor’s website that don’t exist anymore but that have links pointing to them.
You’ll then have to find websites that are linking to your competitor’s broken page and reach out to them offering a similar or better resource on your website that they can link to. With this strategy, you’re not only helping yourself get a link, but are also aiding website owners to improve their website and provide a better experience for their visitors.
This strategy works best if you take the time to create a high-quality resource, preferably something that’s even better than what your competitor had.
There are most likely bloggers in your industry who would be happy to get a free product from you. Reach out to these bloggers and offer to send them a free sample in exchange for posting a review on their blog. Apart from getting a link, you’ll also probably drive some traffic to your website and generate a few sales.
If you’re having trouble finding bloggers in your niche, do a search for “competitor + review” or “competitor’s product + review”, and you should be able to find plenty of bloggers willing to review your products and give you a link.
Link building is a necessary practice for all websites that want to achieve high rankings in Google’s search results and generate more organic traffic.
When it comes to ecommerce websites, the easiest way to start building links is to reach out to business partners such as manufacturers and suppliers and ask them to feature your business on their website.
To attract links naturally, ecommerce businesses should focus on creating amazing blog content and resource pages that other people will be happy to link to and share.
Guest posting is another link building strategy that will always work, as long as businesses make sure to focus on guest posting on relevant, high-quality websites.
Businesses that don’t mind investing in paid software tools to help them build links can also take advantage of finding unlinked brand mentions and broken links to pages on competing websites to build even more links.
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