Link building for ecommerce is harder than for a blog. Shoppers do not link to product pages the way readers link to articles. So an online store has to give people a reason to link.
This guide covers seven honest ways to earn links for a store, and which tactics to avoid. It stays on ecommerce. For general link building, see the separate guides linked below.
Online stores earn links by publishing things worth citing, working with real suppliers and partners, reclaiming unlinked brand mentions, replacing broken links, joining local and industry groups, sharing genuine news and linking internally to key pages. Google says buying links, link swaps and sending products in exchange for a link are link spam.
⚡ Key Takeaways
- Google defines link spam as creating links primarily to manipulate rankings.
- Its list of link spam includes buying links and sending someone a product in exchange for a link.
- Google asks site owners to mark paid or sponsored links with rel=“sponsored”.
- Link text tells people and Google something about the page being linked to.
- Local results also consider prominence, which includes links from other sites.
Why Link Building for Ecommerce Is Different
Most store pages sell something. People rarely link to a product page unless it is unusual or very helpful. So many stores build links to guides, tools and category pages first.
Google says it treats links created mainly to manipulate rankings as spam. For this reason, the aim is links that exist because the page deserves them.
1. Publish Guides and Tools for Link Building
Think about the questions your buyers ask before they purchase. A size guide, a buying checklist or a simple calculator gives other sites something to cite.
For example, a garden shop could publish a planting calendar for its region. Other sites may link to it because it is useful, not because the shop asked.
2. Use Real Supplier and Partner Relationships
Brands you stock, makers you work with and services you partner with may list you as a stockist. These links reflect a real business relationship, which makes them honest ones.
But Google lists excessive link exchanges and partner pages made only for cross-linking as spam. Only ask for a link where the relationship is genuine.
3. Reclaim Unlinked Brand Mentions for Ecommerce Link Building
Sometimes a site names your store without linking to it. Search for your brand name and product names, and politely ask the author to add a link.
This works because the site already knows you. A short, friendly note with the exact page you would like linked is enough.
4. Offer a Replacement for Broken Links
Some pages link to sources that no longer exist. If you have a page that fits, tell the site owner about the broken link and suggest yours as a replacement.
Make sure your page really fits, because a forced match looks like spam. To locate dead links, find broken links with a crawler first.
5. Join Local and Industry Groups for Link Building
Chambers of commerce, trade associations and community sponsorships often link to their members or sponsors. For stores with a physical shop, these are also useful for local search.
Google says prominence, which includes links from other websites, is one of the factors in local results. These links are slow to earn but they last.
6. Share News and Data to Build Links
A real launch, a charity project or a small survey of your own customers can interest journalists and bloggers. Be accurate, and share the method with the result.
Be careful with products sent for review. Google lists sending someone a product in exchange for a link as link spam, so never make a link a condition of the gift.
7. Use Internal Links in Ecommerce Link Building
Links from your own pages also matter. Link from guides and popular pages to the categories and products you most want found, using clear anchor text.
This helps visitors as well as crawlers. Read how to use internal links to boost backlink impact.
What to Avoid in Ecommerce Link Building
- Buying links. Google lists buying or selling links for ranking purposes as link spam.
- Link swaps at scale. Excessive exchanges are on the same list.
- Automated link tools. Using programs to create links to your site is also listed.
- Products for links. A free product is fine, but a link cannot be the deal.
If you do pay for an advertisement or sponsorship, Google asks that the link carry rel=“sponsored”. For more, read link building myths that cost stores money.
A Made-Up Example
Imagine a small shop that sells running shoes. It publishes a simple guide to choosing shoes for different foot types, and it asks two brands it stocks to list the shop as a stockist.
It also finds a running club blog that names the shop without a link, and asks for one. Over a few months, three honest links arrive. The example is invented. It shows the method, not a result.
Checklist for Link Building for Ecommerce
- Pick one guide or tool your buyers would find useful.
- List brands and partners that could list you.
- Search for unlinked mentions of your brand.
- Check three relevant sites for broken links.
- Find two local or industry groups to join.
- Plan one genuine story or data point.
- Add internal links from your best pages to key categories.
- Avoid paid links, swaps and links-for-products.
Conclusion: Link Building for Ecommerce Takes Time
Honest link building for ecommerce is slow, but it builds trust that lasts. Start with one useful page and one real partner, then repeat. Meanwhile, keep the technical basics of the store in order.
For stores that want a specialist to plan this, link building packages are one option. Compare them with doing it in-house first.
Frequently Asked Questions About Link Building for Ecommerce
Are backlinks important for ecommerce sites?
Google says prominence, which includes links from other websites, is a factor in local results. Links also help new pages get discovered.
Can I send free products to bloggers?
You can send products, but Google lists sending a product in exchange for a link as link spam. Do not make a link a condition.
Should I build links to product pages or category pages?
Start with guides and category pages, which are easier to earn links for. Then use internal links to pass value on to product pages.
How many links does an online store need?
There is no fixed number. Compare your store with the sites that already rank for your main searches, and focus on relevance.
How do I mark paid links?
Google asks site owners to use rel=“sponsored” on advertisements and paid placements. The nofollow value is also acceptable.
