Introduction — Why E-commerce Needs Link Building More Than Ever
In the world of e-commerce, competition isn’t just intense — it’s constant. New brands appear every day, and established ones aggressively invest in SEO, ads, and content. While paid advertising may deliver quick wins, long-term visibility still depends on one critical factor: authority. And authority is built through links.
Backlinks act as votes of confidence. When respected websites link to your store, Google sees your brand as trustworthy and relevant. This directly influences your rankings, which ultimately impacts traffic and revenue. Yet, link building for e-commerce is more challenging than in other industries because many sites prefer not to link to product pages.
This is why ecommerce brands must approach link building strategically, using a blend of helpful content, partnerships, outreach, and creativity. Let’s explore the tactics that actually work — not outdated methods or overly aggressive link schemes — but credible, sustainable strategies that build your brand for the long run.
1. High-Quality Product Guides and Buying Resources
Customers often need guidance before making a purchase. A well-structured buying guide solves a problem and positions your brand as an expert. Not only do these guides help users, but they also attract links naturally.
For example, an e-commerce brand selling fitness equipment could create:
- “How to Choose the Right Adjustable Dumbbells”
- “Beginner Home Gym Setup Guide”
- “Cardio Machine Comparison: Treadmill vs Air Bike”
These guides don’t push the sale aggressively; they educate. When done well, industry blogs, health websites, or review platforms often reference them.
What makes these guides link-worthy is clarity. If the content is genuinely helpful, other sites share it as a resource — a much more effective tactic than begging for links.
2. Creating Shareable, Non-Sales Content (That Still Feeds Your Store)
People rarely link to product pages, but they happily link to useful content. This is where e-commerce brands should diversify into:
- Tutorials
- “How-to” manuals
- Lifestyle articles
- Seasonal trends
- Visual content, such as infographics
For example, a skincare store could publish:
- “A Dermatologist’s Step-by-Step Skincare Routine for Winter”
- “Ingredients You Should Avoid if You Have Sensitive Skin”
These topics attract lifestyle bloggers, beauty editors, and even journalists. Over time, this content funnels readers toward your product categories without being pushy.
Creating value first builds credibility — and credibility earns links.
3. Partnering With Influencers and Micro-Creators for Links
Influencers aren’t just for social media. Many run blogs, newsletters, or personal websites where they review products and recommend brands. These platforms provide high-quality, relevant backlinks.
Micro-creators in particular are ideal because:
- They are affordable
- They produce genuine reviews.
- Their audiences trust them.
- Their blogs often rank well.
This type of collaboration works especially well in niches like fitness, wellness, fashion, home décor, beauty, and tech accessories. A simple review post or “top products list” can drive both referral traffic and long-term SEO benefits.
4. Digital PR and Newsworthy Brand Moments
Digital PR is one of the most powerful link-building tactics when executed properly. Journalists love writing about:
- Unique product launches
- Industry trends
- Consumer data
- Founder stories
- Sustainability or community initiatives
These stories often earn links from major publications — links that are almost impossible to get through traditional outreach.
For example, an eco-friendly clothing brand announcing a recycling program might get featured in sustainability magazines or local newspapers. These links carry significant weight and can boost visibility dramatically.
5. Broken Link Building for E-commerce (Highly Underrated)
Many e-commerce brands overlook broken link building because it sounds time-consuming, but the opportunity is enormous. Across the internet, product pages go offline constantly — brands discontinue items, change URLs, or restructure their stores.
Using tools like Ahrefs, Screaming Frog, or even simple Chrome extensions, you can find:
- Blog posts linking to unavailable product pages
- Gift guides linking to discontinued items
- Retailers linking to products that no longer exist
You can then reach out and offer a similar product as a replacement. This creates a win-win situation: the site fixes its broken link, and you gain a new backlink.
6. Using Brand Mentions to Earn Missing Backlinks
You may be surprised how often your brand is mentioned online without a link. This is especially true for e-commerce brands with active social media or a strong marketplace presence.
Monitor mentions using tools such as:
- Google Alerts
- Brandwatch
- Ahrefs Alerts
When you find an unlinked mention, politely request a link. Since the writer already referenced your brand, the likelihood of securing the link is high.
These are some of the easiest backlinks to acquire — and some of the most natural.
7. Creating Data-Backed or Research-Driven Content
People love linking to statistics, studies, and helpful data. If your brand collects any form of insights — even small datasets — you have the raw material for link-worthy content.
For example:
- A home décor store could survey trends in color preference.
- A supplements brand could publish insights on fitness habits.
- A pet supply store could analyze popular dog breeds by region.
Data-driven content earns links because it supports other writers’ articles. It becomes a resource that journalists and bloggers rely on.
8. Guest Posting on Industry Blogs (If Done Properly)
Guest posting still works, but only when quality is prioritized over volume. Focus on authoritative blogs that:
- Serve your target audience
- Allow contextual links
- Provide educational content
For example, a cookware ecommerce brand could write for:
- Food bloggers
- Chef websites
- Nutrition blogs
- Home and kitchen publications
The key is providing genuine value and avoiding overly promotional language. High-quality writing builds brand authority and earns links that search engines respect.
9. Collaborating With Complementary Brands for Mutual Links
Partnership marketing is an advanced yet extremely effective approach. Look for brands with similar audiences but different offerings.
For example:
- A yoga mat company partners with a fitness apparel brand
- A meal prep container brand partners with a nutrition coach
- A home office brand partners with a productivity website
You can exchange:
- Blog features
- Resource page mentions
- Email newsletter spots
- Co-branded content
These collaborations feel organic and authentic, leading to links that search engines view favorably.
10. Building Internal Links That Support Your Link Building Strategy
External links matter — but internal links amplify their impact. Many e-commerce brands neglect internal linking, leaving valuable pages unsupported.
A strong internal linking structure helps:
- Guide users
- Spread authority
- Improve indexing
- Boost ranking for product pages.
Link from:
- Blog posts → relevant product pages
- Category pages → subcategories
- Guides → collections
- Seasonal articles → offers
A well-structured internal ecosystem strengthens every external link you earn.
Conclusion — Link Building for E-commerce Requires Strategy, Patience, and Consistency
Effective link building for e-commerce brands is not about shortcuts or outdated tactics. It is about building genuine authority through helpful content, real partnerships, useful resources, and consistent outreach.
As search competition increases, brands that invest in credible link building will stand out — not just today, but for years. When your store has strong links, every new product page you publish has a better chance of ranking from the start.
If you want a complete, ethical, and effective link-building strategy tailored for your e-commerce brand, Codevelop can manage it for you. From outreach and partnerships to content creation and technical optimization, we handle the heavy work while you focus on growing your business.
Contact Codevelop today to strengthen your SEO and elevate your brand’s online authority.
