The e-commerce industry has continued to grow in strides at a rate of 10% per year.
So competition is higher than ever.
This is why advanced link building techniques are needed in order to differentiate yourself from the pack.
We will be looking at some strategies that can be used by e-commerce stores that are already getting decent results from their link building efforts but are still searching for that extra push to get them into the big leagues.
1. Influencer Outreach
This is one of the most effective strategies for e-commerce companies. It involves running a program where a group of influencers online or bloggers get to share information about your products and how it affected them along with the good or bad experiences they had while using it. Using influencers means half of the battle is won – the other half depends on whether or not the buyer has the ability to buy the product.
When it appears visitors from a particular influencer can’t buy your product, it means you chose the wrong influencer. In order to choose the appropriate influencer, you can filter from a wide range of influencers available.
One popular platform for e-commerce companies looking to hire influencers is called Clever. Clever allows you to filter top influencers in your niche including their demographics and location. Running an effective influencer outreach is a mixture of science and arts but you need to create a process so it can be scaled once you start seeing results. The first step here is to define your audience, then you look for bloggers or influencers who are currently reaching out to your audience, craft an email to send to each person – if they accept, track their results (in form of shares, posts, and links to your store.) In order to track every result effectively, make sure you tie the output of what each influencer does for you to something specific. More visitors, more sales etc. Having a clear goal of what you expect at the end of the day will help you know if the campaign succeeded or failed.
2. User Generated Sites
Another advanced link building technique for e-commerce sites is by using editorials and other user-generated review sites. These sites tend to do well with search engines rankings and they are one way to get tons of traffic and a boost in your rankings.
Editorial sites include websites such as TechCrunch, Mashable, and Forbes. These sites have been in existence for years with thousands of quality links linking to them – getting an editorial mention from them can be the difference between you and your competition as their links are always worth more than what you would get from 50,000 smaller websites.
User-generated sites such as Yelp or TripAdvisor are a great place for users to read unbiased reviews from others who have purchased the products in the past. Impartial sites such as TrustPilot are places where brands can build loyalty and trust with customers.
As we did with influencer outreach, you need a strategy here so you can maximize the effects of using these review sites. The first thing you need to do is to create a list of the to editorials and review sites that you want to work with.
Check to see if your brand already has a mention on any of those sites or if you have a profile that has been created there in the past. If there is anything of such, make sure you claim it.
For editorial websites, create a pitch or hire an agency to handle this area for you – it’s always better to let a professional handle it. Make sure proper disclosure is in place so you don’t go against any FTC rules and guidelines. Once they create the reviews, share it on your website and to your fans on social media. The rule of thumb here is to ensure that the reviews are unbiased. Don’t try to hide the negative reviews if they are true. You have to be transparent and open if you want to build trust and loyalty with your users.
3. Related Internal Links
While it’s quite beneficial to build external links through partners, influencers and other link building efforts outside the site, your internal link building efforts also carry much-needed punch.
For this, the master of internally linking products is Amazon – they use the “customers who bought this also bought this” widget well to influence the buying decision of customers and convince them via social proof. Adding a related products widget also help the customers make better choices and compare products based on features that they might be looking for.
This can also help increase the amount of time they spend on your store which is a determining ranking factor for sites on search engines. The longer users stay on your site, the more valuable the content is – the more visitors search engines will send to you. If you also have a blog on your e-commerce store, you can also link to it and mention products that may convince the visitors to make a purchase.
Kara Tan is a content editor at Altitude Labs, a full-service app design and development agency that specializes in data driven design and personalization.