What Is E-commerce Link Building? #
E-commerce link building is the process of getting other websites to link back to your online store. These links, also called backlinks, help search engines like Google see your site as more trustworthy and relevant — which can improve your rankings in search results.
Unlike other types of websites, online stores often have lots of product pages that aren’t very “linkable” on their own. That means you need to get creative with how and where you earn those links.
Why E-commerce Link Building Matters #
Link building for e-commerce helps more people discover your store through search engines. It increases your visibility, builds trust, and drives long-term traffic to your site.
Here’s why it matters:
- Product pages rarely attract links on their own: Most people aren’t going to naturally link to a product page. Link building gives those pages the authority they need to rank.
- It helps you compete in crowded search results: Backlinks are one of the main ways search engines decide who to rank first. In e-commerce, that can make or break your visibility.
- You rely less on paid ads: With strong SEO and link building, you can drive consistent organic traffic without paying for every click.
- Backlinks bring long-term SEO value: A good backlink today can keep bringing you traffic for months or even years. It’s not like ads that stop the second your budget runs out.
- Your whole domain gets stronger:
When you build links to helpful content, blog posts, or tools, it boosts your entire site — including your product and category pages. - Passive referral traffic: Besides SEO value, quality and relevant backlinks bring in passive referral traffic – real people who click and visit your site directly.
- Branding – When high-authority, trusted websites mention and link to your store, it builds credibility, brand awareness, and generally makes your brand more visible in your niche.
E-commerce Link Building Strategies That Actually Work #
E-commerce link building is hard.
But with the right approach, you can still earn high-quality backlinks for your store.
Here are some proven ways to earn high-quality backlinks to your e-commerce store through effective e-commerce SEO link building.
Product-Led Content Marketing #
Product-led content marketing is about creating blog posts that feature your products in a helpful, non-promotional way. Instead of pushing sales, the goal is to offer real value — like outfit ideas, comparisons, or styling tips — while naturally showcasing what you sell.
People are more likely to link to content that’s informative, visual, or solves a problem — not just product pages. When your content aligns with what people are searching for (search intent), it becomes useful to other content creators (bloggers, editors, users) and earns links naturally.
To help it rank, build your content around long-tail keywords. You can find these using tools like Google Keyword Planner or just by checking “People also ask” and “Related searches” in Google.
These keyword ideas can help shape blog post titles like:
- “Best summer outfits for petite women”
- “What to wear to a spring wedding”
- “How to style a leather jacket casually”
When you target specific keywords like these, your content has a better chance of ranking — and attracting organic links from fashion blogs, magazines, or shopping guides.
Example #
You write a blog post called “7 Easy Outfit Ideas for Spring.” In it, you show how to style different looks using pieces from your collection — like a denim jacket, midi dress, or sneakers.
Someone searching for spring outfit inspiration finds your blog post through Google. They click, read, and maybe even buy something.
But there’s more:
A fashion blogger working on their own spring trend roundup comes across your post. They like how you’ve styled your looks and link to your blog as an example in their article. You just earned a backlink — not by asking, but by being genuinely helpful.
This kind of content doesn’t go viral overnight. But over time, posts like these can attract links from other fashion blogs, lifestyle websites, and newsletters — all while helping your store rank higher in search results.
Resource Page & Industry Directory Link Building #
This strategy involves getting your e-commerce store listed on relevant resource pages, directories, or curated lists that highlight trusted businesses, tools, or brands in a specific niche.
Many websites — from blogs and associations to manufacturers and suppliers — maintain resource pages where they link to recommended partners, vendors, or online stores. These pages are designed to help their audience discover useful or credible sources, making them a strong opportunity for building high-quality backlinks.
To find these opportunities, search Google using queries like:
- “intitle:resources + [your niche]”
- “[your product type] + recommended brands”
- “[industry] + partner directory”
- “best [product category] stores”
You can also reach out to your suppliers or manufacturers. If they have a “Where to Buy” or “Retail Partners” section on their site, you can ask to be added with a link to your store.
Getting listed on these pages helps you build domain authority, drive referral traffic, and associate your brand with trusted sites in your space.
Example #
You run an online store that sells eco-friendly office supplies. You search Google for directories related to sustainable or ethical brands and find a website that curates a list of eco-conscious businesses. The site organizes companies by category and includes a link to each store’s website.
You submit your store using their listing form, adding a short description and your homepage link. Once approved, your store appears under the “Office & Stationery” section, and your link goes live.
As you find more directories, make sure to check that they include active, clickable website links — not just brand names. That way, you’re earning a real backlink that supports your SEO.
Over time, getting listed in multiple trusted directories improves your backlink profile, boosts your search visibility, and brings in traffic from shoppers looking to support sustainable brands.
Yes, directory links aren’t the most powerful, but they still help in several key areas.
Competitor Link Gap Targeting #
This strategy focuses on finding websites that already link to your competitors but not to you. These sites are more likely to link to your store because they’ve already linked to similar businesses — which makes them strong, qualified prospects.
You can use SEO tools like Ahresf or Semrush to identify these “link gaps,” then reach out with a more helpful, updated, or relevant piece of content or product page that fits their topic.
It’s one of the most efficient ways to build backlinks since you’re targeting sites that have already shown they’re open to linking within your niche.
Example #
You run an online pet supply store that focuses on natural dog care products. Using a backlink tool, you find that several pet blogs are linking to a competitor’s article titled “Top 10 Natural Remedies for Dogs with Anxiety.”
You create a better version — a well-researched, more visually engaging guide that includes expert advice from veterinarians, updated recommendations, and product suggestions from your store. It also includes charts comparing ingredients, dosage tips, and links to supporting studies.
Then, you reach out to the blogs linking to your competitor’s article and offer your updated guide as a more current and useful resource.
Some of them replace the old link or add yours alongside it — especially if your content is clearly more helpful or easier to read. Over time, your guide earns backlinks from pet wellness blogs, dog training websites, and pet owner forums.
Note: This strategy, also known as the Skyscraper Technique, isn’t as effective as it used to be (in our experience), but it still helps you connect with people who can potentially link to your e-store. Some of these contacts still result in links, so it’s worth trying.
Digital PR & Data-Driven Campaigns #
This strategy is about creating content that’s interesting or valuable enough for journalists, bloggers, and media sites to cover and link to. These types of backlinks are usually high-authority, editorial links — the kind that are hard to get but extremely powerful for SEO.
Instead of just pitching your brand, you lead with a unique story, insight, or angle. That’s where data comes in — whether it’s survey results, trend analysis, or insights from your own customers. When the data supports a bigger conversation or taps into something timely, journalists are more likely to feature it.
To make it work, focus on content that’s newsworthy, surprising, or useful. Your pitch should show how the story connects to what the audience cares about.
How to do it:
- Run a customer survey or analyze your store’s internal data (purchasing trends, seasonal behaviors, return habits, etc.).
- Pull out an insight that’s interesting or unexpected.
- Create a short report or blog post around that data.
- Pitch the story to niche publications, blogs, or even local news outlets
Example #
You run an online clothing store focused on Gen Z fashion. You analyze your customer data and notice that bright-colored items spike in sales during winter — the opposite of the usual darker seasonal trends. You turn that insight into a short report called “Gen Z Is Rewriting Winter Fashion Rules.”
You pitch the data to fashion blogs, Gen Z-focused media, and business publications that report on trends. A few of them pick it up and include your brand as the source, linking back to your original blog post.
These links come from authoritative, editorial sources in your niche — and over time, they strengthen your domain, improve rankings, and drive targeted traffic.
Influencer and Affiliate Collaboration for Links #
This strategy involves working with influencers or affiliates who have their own websites or blogs — not just social media accounts. While influencers are often used for brand awareness or product promotion, they can also be a valuable source of backlinks when collaborations are structured intentionally.
Instead of focusing only on TikTok or YouTube videos, you can include a backlink in a blog post, gift guide, product review, or tutorial hosted on the influencer’s site.
You can also provide helpful content or visual assets — like lookbooks, how-to guides, or expert interviews — that they can embed or reference in their own content with a link back to your store.
Example #
You run an online store that sells high-end coffee equipment. You partner with a coffee influencer who also runs a blog focused on brewing techniques and gear reviews.
As part of the collaboration, they write a blog post titled “How to Set Up a Barista-Level Home Coffee Station,” which features your espresso machine and links directly to your product page. You also provide them with high-quality product photos and a brewing guide PDF that they include in the post.
Note: Depending on the nature of the collaboration (especially if money, gifts, or free products are involved), these links may require a rel=”sponsored” tag under Google’s guidelines. Sponsored links don’t directly pass SEO value but can still help with brand exposure, referral traffic, and relationship building.
Connectively (formerly HARO) & Journalistic Source Outreach #
This strategy involves responding to journalists who are actively looking for expert quotes, data, or insights for upcoming stories. It’s one of the most effective ways to earn high-authority backlinks from trusted media outlets — often without needing to create a full campaign.
Platforms like Connectively (formerly HARO), Qwoted, and Help a B2B Writer connect journalists with sources. As an e-commerce business owner or marketer, you can offer product expertise, customer insights, or industry trends .When your quote gets selected, the journalist will usually include a mention of your brand and a backlink to your website.
Example #
You run an ecommerce store that sells ergonomic office chairs. A journalist on Connetively is writing an article about remote work habits and posts a query asking for business owners’ insights on how people are upgrading their home workspaces.
You respond with a thoughtful answer, mentioning trends you’ve noticed in customer purchases (like increased demand for back-support features), and offer a quick quote along with your name, brand, and website.
A week later, the article is published on a popular business blog, and your quote is included — along with a backlink to your homepage. Not only does this help with SEO, but it also adds credibility and trust to your brand.
We’ve covered some practical and effective link building strategies for e-commerce. As search algorithms and user behavior continue to evolve, it’s important to stay updated and adapt your approach over time.
Successful e-commerce SEO link building isn’t about quick wins — it’s about building long-term authority, trust, and visibility for your store.
