E-commerce link building → earns → backlinks that increase product visibility, authority, and conversions.
Because e-commerce sites rely heavily on product and category pages, gaining quality backlinks helps boost rankings where it matters most — at the transactional level.
In this guide by Kasra Dash, you’ll learn the most effective ways to build backlinks for your e-commerce store, avoid common pitfalls, and measure the ROI of your campaigns.
→ Before diving in, revisit Link Building Fundamentals and Backlink Analysis to understand how link equity supports e-commerce visibility.
Ecommerce link building is about more than rankings — it’s about creating pathways that lead customers directly to purchase.
What Is E-commerce Link Building?
E-commerce link building → is → the process of acquiring backlinks to an online store’s category, product, or blog pages to improve search visibility and authority.
Unlike traditional websites, e-commerce platforms require links that balance commercial and informational intent.
Why It Matters
- Boosts Product Rankings: Backlinks signal product authority and relevance.
- Improves Domain Trust: Strengthens your overall brand reputation.
- Drives Referral Traffic: Attracts ready-to-buy customers from other trusted sources.
Relevant backlinks → generate → both SEO and direct revenue impact.
Strong link profiles amplify every other SEO effort across your e-commerce ecosystem.
Are e-commerce backlinks different from regular backlinks?
Yes, e-commerce backlinks are different because they target transactional pages, requiring higher relevance and conversion-focused placement to avoid appearing manipulative.
Why E-commerce Sites Struggle with Link Building
Building backlinks to e-commerce websites is harder than for content-led sites — but understanding why helps you overcome those challenges.
1. Product Pages Lack Linkability
Most people prefer linking to informational content rather than commercial pages. Product pages must therefore offer additional value — such as unique product data, guides, or comparisons.
2. Seasonal and Expired Products
Out-of-stock products create broken link risks. Use redirects or evergreen category URLs to preserve link equity.
3. Competitive Niches
Popular sectors like fashion, electronics, or supplements are oversaturated, requiring more creative outreach and content strategies.
Linkability gap → limits → traditional outreach success.
→ Learn alternative methods in Link Building Strategies.
Solving linkability challenges turns e-commerce from a hard sell into a link magnet.
Why do few people link to product pages?
Few people link to product pages because they see them as purely commercial, but adding educational value or original data increases link-worthiness.
Best E-commerce Link Building Strategies
There’s no one-size-fits-all approach. The best ecommerce backlink strategies combine creativity, relevance, and ethical outreach.
1. Create Linkable Assets
Use your e-commerce blog or resource section to publish high-value, linkable content:
- Buying guides (“Best Running Shoes for 2025”)
- Comparison posts (“Nike vs Adidas Trail Shoes”)
- Data-led studies (“Top 10 Sustainable Fashion Brands”)
Content-led resources → attract → editorial backlinks naturally.
→ For content planning, see Content Frameworks.
Educational content drives backlinks, boosting both SEO and customer trust.
Should I build links to product or content pages?
You should build links to both, as informational pages attract backlinks while product and category pages drive conversions.
2. Leverage Digital PR Campaigns
Collaborate with journalists and niche publications to secure coverage. Share data insights, customer trends, or social impact stories related to your brand.
Example campaign ideas:
- “Most Eco-Friendly Packaging in UK Retail 2025”
- “How AI Personalisation Is Changing Online Shopping”
Tools like HARO, Qwoted, and PressPlugs can connect you with media opportunities.
Digital PR → earns → high-authority backlinks and brand mentions.
Strong stories earn both media exposure and SEO equity.
Is digital PR expensive?
Yes, digital PR can be resource-intensive, but it’s cost-effective long-term because editorial links from trusted media domains deliver lasting authority.
3. Product Roundups and Gift Guides
Pitch your products for inclusion in “Best of” or “Holiday Gift” articles. Editors frequently update these lists and welcome new product suggestions.
Example search operators:
"best [product] for [audience]"
"holiday gift guide" + [category]
"top products" + [keyword]→ Support this tactic with Guest Posting for brand storytelling opportunities.
Roundup features → drive → backlinks and direct sales simultaneously.
Relevance and timing make roundups powerful link-building tools.
How do I get featured in gift guides?
You can get featured by contacting editors early in seasonal cycles, offering product samples, and providing professional product imagery.
4. Collaborate with Influencers
Influencers bridge the gap between SEO and social proof.
Partner with micro-influencers whose content aligns with your brand. Offer affiliate codes, discounts, or collaborations that encourage organic mentions.
Influencer collaboration → generates → backlinks, traffic, and brand awareness.
Authenticity drives trust, which drives links.
Do influencer backlinks count for SEO?
Yes, influencer backlinks count when placed on public websites or blogs because they transfer link equity, unlike links from social platforms.
5. Recover Lost and Broken Links
Monitor for 404 errors on discontinued or relocated products. Redirect expired URLs to updated category pages or equivalents.
Tools to use:
- Ahrefs Broken Links Report
- Semrush Backlink Audit
- Google Search Console
→ Step-by-step guide: Broken Link Building
Fixing broken links → restores → lost equity and improves site health.
Link recovery is as important as link acquisition.
Should I redirect old product pages?
Yes, always redirect discontinued products to the most relevant page to preserve authority and prevent user frustration.
6. Build Partnerships with Suppliers and Retailers
Suppliers, partners, and distributors often feature brand directories. Request inclusion and ensure your listing includes a dofollow link.
B2B collaboration → expands → referral networks and link reach.
Partnerships compound trust across your supply chain.
How do I ask for a supplier link?
Ask politely by highlighting mutual benefit: your listing improves visibility for both brands and strengthens ongoing collaboration.
7. Run Affiliate and Loyalty Programmes
Reward bloggers, partners, and customers for sharing your products. Use nofollow attributes for paid affiliate links to comply with Google’s policies.
Affiliate systems → increase → organic mentions and brand loyalty.
Ethical incentives attract genuine advocacy, not manipulation.
Are affiliate backlinks good for SEO?
Affiliate backlinks don’t directly pass SEO value because of the nofollow tag, but they build brand mentions that indirectly boost authority.
Analysing and Monitoring Your E-commerce Backlinks
Link building without tracking is like selling without analytics — you can’t optimise what you don’t measure.
Tools for Backlink Analysis
| Tool | Purpose |
|---|---|
| Ahrefs | Track link growth and referring domains |
| Semrush | Identify toxic backlinks |
| Google Search Console | Monitor new and lost backlinks |
| Majestic | Analyse trust and citation flow |
| Screaming Frog | Check redirects and link health |
→ Read the full workflow in Backlink Analysis.
Data visibility → drives → smarter link strategies.
Measurement ensures every backlink contributes to your bottom line.
How often should I audit my e-commerce backlinks?
Audit your e-commerce backlinks monthly because e-commerce sites experience faster link turnover due to seasonal campaigns and product changes.
Avoiding Common E-commerce Link Building Mistakes
Link building success depends on integrity and precision. Avoid shortcuts that can harm your rankings or reputation.
Common Mistakes
- Buying backlinks or using PBNs.
- Building links to discontinued or 404 pages.
- Overusing exact-match anchors on product pages.
- Ignoring site speed and technical SEO foundations.
- Neglecting follow-up and relationship nurturing.
→ Use the Technical SEO Audit checklist to ensure technical readiness.
Spammy backlinks → trigger → algorithmic distrust and ranking drops.
Ethical link building safeguards your e-commerce brand for the long term.
Can Google penalise e-commerce sites for link building?
Yes, Google can penalise e-commerce sites that use manipulative link schemes because unnatural link patterns violate its Webmaster Guidelines.
Measuring ROI from E-commerce Link Building
Backlinks must deliver measurable business value—not just vanity metrics.
Key Performance Indicators (KPIs)
| Metric | Purpose |
| Referring Domains | Tracks new unique linking sites |
| Organic Traffic Growth | Measures visibility increases |
| Revenue Attribution | Connects SEO gains to sales |
| Keyword Rankings | Tracks product and category performance |
| Referral Conversions | Identifies links driving sales |
→ Learn to quantify results in Measure ROI of Link Building.
ROI tracking → validates → strategy effectiveness and stakeholder confidence.
Every backlink should pay for itself in authority or revenue.
How long until e-commerce backlinks impact rankings?
E-commerce backlinks typically influence rankings within 8–12 weeks because Google takes time to crawl, index, and assign authority signals.
Summary: Link Building That Converts
E-commerce link building → fuels → rankings, trust, and sales.
It connects technical SEO, content, and brand storytelling into one revenue-driving strategy.
To recap:
- Build ethical, high-quality backlinks through valuable content and partnerships.
- Prioritise linkable assets and media collaborations.
- Track results and refine continuously.
→ Continue learning in Link Building Strategies or strengthen your technical foundations with a Technical SEO Audit.
E-commerce link building isn’t about chasing links — it’s about earning trust that converts to profit.
