The e-commerce industry offers immense growth opportunities, but the competition in the domain is massive. Building a strong online presence is the only way to be visible and set your brand apart. Of course, you must have a great website to showcase your offering. But everything boils down to a robust SEO plan when it comes to making it visible in the crowd. Link building is the key to winning the SEO game as a healthy backlink profile gets your website to the top and enables it to sustain itself there. But you need to think beyond the conventional tactics and get creative with your link-building approach to get measurable and sustainable outcomes. Here are the ones you can try to boost your brand in 2022 and beyond.
Nothing gets better than building linkable assets when it comes to earning high-quality backlinks organically. People will want to link with these assets, so you need not work hard to create them. Adding a blog section to your website is an excellent great option as you can enrich it with valuable content assets to build credibility and attract quality links. But you must pick the apt content type and topics likely to engage users enough to link with it. You can seek inspiration from your top competitors in this context. In-depth guides, top lists, tools and widgets, and original research are ideal options. Besides creating quality write-ups, invest in outreach to entice people to link to your pages.
A blog section for your e-commerce website gives you a good start with link-building. But you can go the extra mile with an FAQ page. Essentially, these pages serve as resources to address the common issues of customers in your industry. The approach to getting links for your FAQ page differs from the blog strategy as you need not perform outreach. Instead, find ways to have it rank for multiple long-tail keywords on popular topics. Once you achieve the goal, people searching for these queries will see your page. If users find relevant answers to common questions, they will probably share the page on social media or forum sites.
Digital PR is perhaps the most vital element of the e-commerce link-building mix because it can get you valuable links from high-authority sites. But you must have a compelling story to get attention from the press. Think beyond and create a strategy that nurtures relationships with bloggers and journalists. Product releases, gimmicks, roundups, and charity work are the most widely-used digital PR ideas for e-commerce sellers. You can use services like HARO to gain traction as journalists from popular publications are here to seek input from business owners from various industries.
Another tried and tested e-commerce link-building tactic is niche edits. The strategy is quick and simple as you only need to search for content relevant to your product and reach out to the webmaster requesting a link to your website in the content. Although you may have to pay for niche edits, the speed and value of backlinks make them worthwhile. But remember to double-check the blogs and publishers before asking for niche edits. Avoid collaborating with spammy sites with too many paid links. Associating with them may do more harm than good as you may sustain a ranking dip.
Unlinked brand mentions can be a valuable resource for e-commerce businesses. You may find plenty of them online, as people sometimes forget to add the link while mentioning brands in a blog post. If you can trace such pieces, connecting with the webmaster and asking them to add a link is a good idea. Most website owners do it happily, and you get a valuable organic backlink with minimal effort. You can easily follow such unlinked mentions by setting up a Google alert. You may also adjust the alert settings for source, region, and language.
E-commerce brands often leverage sponsored product reviews to get links to their sites. You can prospect niche-leading bloggers and influencers and request them to review your product. They will be happy to share it in return for an incentive such as a product for free in exchange. Small bloggers are usually keen to do it for a freebie, but you may have to pay a leading influencer with a massive following. However, it is a small price for a backlink from a leader. Also, remember to comply with Google regulations for influencer collaborations. For example, ensure that sponsored posts and reviews are marked and links have a “no-follow” tag. Besides associating with influencers, you may also use affiliate partnerships for e-commerce link-building.
Now that you know the best strategies for e-commerce link-building, you are all set to create a plan for your brand. But you may have some questions before getting started. Here are the answers to the most common ones.
Ecommerce SEO refers to the process of optimizing your online store to make it rank higher in the search engine results pages (SERPs) for greater visibility. It is vital to survival in the competitive landscape.
SEO is the lifeline of e-commerce websites and brands. Your products and brand must rank higher than your competitors to ensure potential customers can find them and click and buy.
Although e-commerce SEO is similar to typical SEO, it is more product-specific. Moreover, the focus is mainly on UX. It entails optimizing your product descriptions, metadata, headlines, navigational structure, and internal link structure.
A few factors are unique to e-commerce SEO though it is functionally the same. For example, you can optimize by writing product page descriptions and optimizing them with relevant keywords. Likewise, niche-relevant backlinks are the mainstay of e-commerce SEO.
The average cost of hiring an SEO expert is \$100-150 per hour. But it may vary according to factors like the client website’s size and the optimization timeline.
Although you can take a DIY approach to SEO, it isn’t the ideal solution for e-commerce brands. Optimizing e-commerce websites requires a consistent and strategic plan, so it is best to have experts handling it.