Ecommerce link building has been the backbone for SEO managers for a few years now. One of the core tenants on which Google’s cofounders created the search engine at Stanford, was on websites providing links to each other.
This was one of the main reasons why they gained so much popularity and it worked wonders for them. Link building then erupted into the mainstream around 2012-13 when Google started to rely even more heavily on link building strategies.
The importance of link building
They weighted certain links more than others and tested out which site provided the least “bounceable” experience. Although they have more than 200 signals for SEO purposes, they insist that users gain links from reputable sources organically, along with ensuring that the user-experience is top-notch.
Numerous studies have shown that link-building, and “link juice”, are some of the most important indicators that Google uses to figure out if your website should rank higher than your competitors’.
For Latin American markets, the trend is even more clear. Almost 70% of the country’s population is expected to be online by 2019, with 9 out of 10 users accessing online sites via mobile devices. This means that people are searching more and looking for quick results for their queries. This increases the need for increased SEO investment, as mobile users tend to not go beyond the first or second results page before rephrasing their query.
Creative Ecommerce Link Building Strategies
The question is clear – How can you differentiate your link building strategy from the rest?
Here are steps that you can take to make sure that you’re doing this better and faster.
#1 Focus on less, not more
One of the most interesting things that John Muller, Senior Webmaster Trends Analyst at Google, has reiterated is that online marketers and business owners should focus on higher quality links. Ecommerce link building should focus even more on building more quality links from reputable sources in the industry.
This means that your link building activity will focus on the 20% that gives you 80% of the ROI, meaning that you’ll be aiming at getting lesser (higher quality) links than more (low quality) links.
When ecommerce managers shift their mentality towards this, they tend to understand the value of business relationships. Ecommerce link building requires a strategic approach that relies more on building key partnerships that eventually provides long-term SEO enhancement.
#2 Go deeper into your niche
A lot of the times, webmasters often give the advice of investing more into competitive keywords so that you can outrank others within the industry. While this may give you short-term results, you can opt for a more creative approach to ecommerce link building.
You can instead go deeper into your niche and find a niche within your niche. This is especially helpful when you invest in a keyword group that’s about to grow multifold and is yet to be tapped into.
You can use the Google keyword tool to figure out which keywords are generating traffic, and what their trend has been over time. Like any good investment, you should have a diversified portfolio across your ecommerce products. You shouldn’t rely on one product group or keyword stack to invest into.
Read our extensive post on online marketing strategies for your business here.
#3 Become primary-research oriented
While a lot of ecommerce owners focus on content marketing and link-building, they forget to create original research that can be easily linked to. This is one of the more difficult strategies, when it comes to link building, because there is so much work needed. However, like every company in the world, you have original data.
You can leverage this data and create original and interesting research that your customers will like. For example, if you are selling mobile phone covers in Latin American countries, you can publish a report on how certain customers love a certain popular design.
You can create original reports that invite journalists, PR managers, and industry insiders to link back to you.
#4 Use the power of social media strategically
You want to know what kind of content your customers need. Instead of going to Google, you should go the social media website preferred by your customer base. Here, you can mine insights, conversations and questions to create original content that appeals to them the most.
This is the best way to tap into what’s happening online and is a great approach to lean-content production. This strategy will help create a large database of content that will signal to Google that you are committed to producing content that customers (online searchers) need. Google will see your website as being more relevant than others and places you more prominently on the search results.
#5 PR – Worthy online activities
One of the more innovative, and less frequently used strategies to build links is to engage in creative online campaigns. You can initiate a dialogue with your customers, focus on building a highly engaging product page/website, create a viral campaign, or network with high-value influencers.
A PR-worthy campaign can be the perfect way to bring millions of hits to your website in a short period of time. Google sees your website as climbing up the ranks and boost you even more as more people start searching about your brand.
When Google sees a spike in brand-related terms, they’ll push you ahead on generic and long-tail keywords as well. Imagine if you are an apparel company and you manufacture denim jeans, you can create an all-gold pair of jeans and have a few influencers talk about them online. This will drive relevant traffic to your site and Google will see you as more of an authority in the domain of apparel.
When it comes to ecommerce SEO, it’s the company that spends more time on link-building who ultimately wins. When you focus on ecommerce link building, you must remember to stay creative and engage in activities that few others do. This is the best overarching strategy when it comes to creating a solid ecommerce link-portfolio.
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