The Ultimate Guide to Link Building for Ecommerce: 17 Tactics by Page Type, and When to Bring in an Agency

Ecommerce link building involves getting external sites to link back to your own and gaining “link juice” (which search engines love). We call these backlinks.

They’re signals to Google that your content is worth checking out. If reputable sites (with high domain authority) link to your ecommerce website, it suggests your content is high-quality, trustworthy and helpful to people.

The more quality links you get from reputable sites, the better your chances of ranking in the search engine results pages (SERPs). So, if a user searches for a keyword you’ve ranked for, they might find your content in the top results.

A note on the chart: it is based on Backlinko’s search engine ranking study (source), which found a positive correlation between referring domains and position. Correlation is not causation, and the shape above is illustrative rather than the study’s exact figures.

These links should come from trusted, high-authority sites like product review sites, industry blogs or top publishers, which carry more weight.

Ecommerce links differ from regular backlinks because they tend to be more intent-focused. In many cases, the website linking to you may lead to a product page, category or lead generation landing page. These pages have a specific focus: getting visitors to convert. It’s all in the name “ecommerce.”

But that doesn’t mean your links can’t lead to valuable content. They don’t have to focus solely on conversions. You can write helpful content that naturally attracts links and drives organic traffic to your site. That can still lead to sales, because it builds trust and authority that your category and product pages inherit.

Competing guides tend to list tactics. Buyers tend to ask a different question: “How do I get my category and product pages to rank?” The honest answer is that those pages almost never earn links directly. Nobody links to a product page from an article unless they are reviewing the product or being paid to. Links go to things people cite: guides, comparisons, data, FAQs and the brand itself.

So the program has two halves. First, earn links to the pages that can earn them. Second, make sure the authority reaches the pages that need it, through a clean internal linking structure and descriptive anchors from your guides into the categories and products they discuss. In our ecommerce case study, the internal linking and anchor text work was as important as the links themselves: a single linen suits product page ended up with 186 keywords in the top three positions.

1. Answer FAQs about your products

People will always have questions about your products. Unlike shopping in-store, online customers can’t walk up to a cashier and get help. To ask a question they must call, email or open a live chat, and in today’s age of instant gratification, not everyone will.

Creating an FAQ page reduces the effort required for customers to complete an action, and lets you provide value upfront. FAQ pages aren’t just valuable to your audience, though. They increase the chances of other sites linking to your answers, and they are the kind of bounded, question-and-answer content that AI engines cite.

For the best results, try to rank your FAQ pages for relevant long-tail keywords. High visibility means more people see them, which means more people share them on forums or social media. Forever 21’s gift and e-gift card FAQ is a simple example: it answers the questions customers have about checking balances and redeeming cards.

Pro tip: Use tools like Answer the Public to uncover common questions in your niche and answer them in depth. This positions you as a helpful resource and builds trust with users and search engines.

2. Create high-quality, link-worthy content

Content that’s informative, unique and valuable will naturally attract links. Blog posts, buying guides or comparison articles can provide insights your audience finds useful and others want to reference. Focus on evergreen content, which stays relevant over time and consistently earns backlinks.

Pro tip: Dig into industry pain points. What are your customers struggling with, or what do they need to know before buying? Solving those issues makes your content far more link-worthy.

3. Invest in digital PR

Digital PR can help you earn high-quality links from high-authority sites. Craft newsworthy stories or data-driven reports to capture the attention of journalists and editors, who may link back to your ecommerce site in their articles.

PR campaigns can get your products on news sites, magazines and popular blogs. So, in addition to a stronger backlink profile, you’re also increasing your brand’s search visibility, and the same coverage is what ChatGPT and Google’s AI Overviews draw on when they recommend products. Say you’re a skincare brand that’s formulated a product with a groundbreaking ingredient. Reach out to health and beauty journalists with the story. Maybe even offer an exclusive interview with your product developer.

Pro tip: Journalists love data and unique insights. Consider conducting a survey about your industry and summarizing the findings in a blog post. Pitch it to news outlets. Many will link back to you as the original source.

4. Obtain affiliate partnerships

Partner with affiliate marketers to expand your reach and gain backlinks. Affiliates can create content about your products and add relevant links. This is a powerful strategy for fashion, beauty and tech niches, where customers look for reviews and recommendations before buying. Imagine being able to feature your products on a popular review site like Wirecutter.

One qualification. Affiliate links are usually tagged rel="sponsored" or nofollow, as search engine guidelines ask, so treat them as a source of buyers, brand mentions and AI citations rather than as ranking links. The editorial links from those same sites, in reviews and roundups that are not affiliate-tagged, are the ones that carry authority. Check both before you count a placement.

Pro tip: Set clear expectations. Let affiliates know what kind of content resonates with your audience and support them with product descriptions, images and the key benefits to highlight.

5. Get influencers to review your products

Relevant influencer reviews offer social proof and are useful for link building. For example, imagine a home decor influencer showcasing how they styled a room with your framed canvas picture prints for wall art, linking directly to your product page.

You can also gain exposure to their followers and secure backlinks from their blogs or social media platforms. Through user-generated content (UGC), influencers with a loyal following can drive referral traffic and lend authenticity to your brand. So, if you run an ecommerce development solutions business that sells fitness equipment, consider partnering with influencers who review fitness products. They often create YouTube videos, blog posts and social posts, each linking to your website.

Pro tip: Provide direct URLs to the product pages you’d like them to mention. The less work for them, the better.

6. Build niche edit links

Niche edit links involve finding existing content related to your products and asking the site owner to add a link to your page. It works because the content is already in Google’s index and may already rank, so you benefit from established authority and traffic.

It is effective when the article is relevant to the product, the site has real readers, and your link adds something for them. It becomes a risk when it is bought at volume from sites that exist to sell insertions. Our rule, and the one we use in our own link building services: editorial relevance first, no networks, and only on pages that rank.

Pro tip: Explain why your link enhances their content when reaching out. Are you offering a unique product? Expert knowledge their readers will find valuable? The more precise your value, the higher your chances of getting the link.

7. Write value-packed guides

Guides educate your target audience and establish your company as an authority in its field. “How-to” articles, product comparison charts and shopping tips are highly linkable. Amazon’s air fryer comparison chart is a familiar example: it gives shoppers an overview of different models and their features in one place.

Other sites are more likely to refer to your content because you offer in-depth, actionable advice. Say you sell outdoor gear. Create a “Complete Guide to Backpacking for Beginners” with sections on choosing the right gear, survival tips and trail recommendations. That can attract organic backlinks from travel and outdoor blogs looking to provide value to their readers, and it gives you a page to link into your backpack categories with descriptive anchors.

Pro tip: Make sure your guide is comprehensive. That makes it more likely people link to you as the resource.

8. Find unlinked brand mentions

Unlinked brand mentions are instances where other sites mention your brand but don’t include a backlink. These unlinked mentions are great link building opportunities because the site already recognizes your brand. All you need to do is politely ask them to add a link.

Set up brand-mention alerts in a monitoring tool, check each new mention for a missing link, then send a short note asking the author to link your brand name to the most relevant page. Organizing outreach across dozens of prospects is easier with a structured workspace; many teams use Airtable alternatives like Notion or ClickUp to manage it at scale.

Pro tip: Personalize your request. Explain how linking to you would help their audience learn more about your brand or products.

9. Craft seasonal content for ecommerce

Online shopping keeps growing, and it is especially convenient when customers need gifts or seasonal products but don’t have time to shop in-store. In Retail Dive’s 2024 survey, 76% of consumers planned to do at least half of their holiday shopping online, and the direction has not changed since.

This is a perfect opportunity to create content around holidays, seasonal trends or limited-time offers, then reach out to sites and bloggers building similar content. Seasonal backlinks can drive a surge of relevant traffic during the weeks that matter most.

Pro tip: Get your seasonal content ready a couple of months in advance so you can reach editors before the rush and have a better chance of getting featured.

10. Ask partners for backlinks

If you work with suppliers, manufacturers or other partners, ask them for links. Many have a “Clients,” “Stockists” or “Partners” page, like Save the Children’s featured partners page. These links are generally easy to acquire because you already have a professional, long-term relationship.

Pro tip: Make it mutually beneficial. Offer to link back to their website as well, where it serves your customers.

11. Reach out to resource pages in your industry

Resource pages are an excellent opportunity for backlinks because they exist to point readers at helpful material. Look for resource pages in your niche. If your content provides value, contact the page owner and ask if they can include your link. This works best when you have guides, tools or data relevant to the page’s audience.

Pro tip: Personalize your outreach and explain why your link adds value to their readers. If you have a resource that fills a gap in their list, say so in the pitch.

12. Publish press releases

Get your brand’s news or product launches out to a broader audience with press releases. You can earn links when relevant outlets pick up a release distributed through services like Cision or PR Newswire, and syndicated coverage is one of the sources AI engines cite. Just make sure the release is newsworthy. Journalists receive a lot of pitches and focus on the ones that stand out.

Pro tip: Your product may have an interesting story behind it or solve a real problem. Lead with that.

13. Join podcasts

Joining podcasts in your industry lets you share your expertise, build brand authority and gain backlinks, because hosts usually publish show notes that link to the guest’s website.

Pro tip: Research podcasts relevant to your niche and tailor your pitch to show what unique value you bring to their audience.

14. Replace broken links

The broken link building strategy helps you find dead links on other sites so you can suggest a replacement page from your own. It can be tedious, but it pays off, and it is mutually beneficial: you help the site fix a broken link and gain a backlink in return. Use a tool like Ahrefs to find broken links on sites in your industry (their guide to fixing broken links walks through it).

Pro tip: Keep your email short and polite. Site owners appreciate help improving their pages, especially when you offer a quick fix.

15. Use the skyscraper technique

Create “skyscraper content”. Find popular content in your niche for a relevant search query, look at the top-ranking pages, then create a better version: updated information, more engaging visuals, new data. Next, contact the sites that linked to the original.

Pro tip: Use an SEO tool with a backlink analysis feature to find which sites link to the original content. Then craft a personalized message explaining why your updated content is a valuable replacement.

16. Conduct blogger outreach

Connect with bloggers in your industry and ask if they accept guest posts or product features. To make the offer more enticing, send a free sample or collaborate on an article idea. This works well in niches where customers trust bloggers’ opinions and look for personal recommendations.

Pro tip: Personalize your message by referring to specific posts or topics they’ve covered that align with your brand. Analyzing competitor backlinks is the fastest way to build the list: if a competitor has links from specific blogs, news sites or directories, those owners are already open to linking to products like yours. Contact them with a new angle or unique value that’s missing.

17. Make eye-catching infographics

Infographics are highly shareable. Create visually appealing graphics that offer useful data or insights related to your products, then share them on social media, submit them to infographic directories and reach out to blogs that may want to feature them. Statista’s mobile ecommerce sales chart is a good example of a graphic that plenty of sites link to, because it is easy to read and carries a number people want to cite.

Pro tip: Pair your infographic with an article that goes deeper on the topic, so you can target keywords and give sites a comprehensive resource to link to. When you contact potential link partners, offer a customized version with their branding.

Before talking to any agency, check two things: that your category and product pages are indexable and internally linked, and that you have content or data other sites would cite. Link building supports rankings; it does not guarantee them or a timeline. If you want a second opinion on where you sit, our published case studies show what the before and after looks like, and an intro call will give you a straight answer on whether link building is your best next spend.

A good partner for an ecommerce brand does three things. They tie every link to a category or product that drives revenue, not to a Domain Rating target. They treat affiliate and review coverage honestly, telling you which placements are ranking links and which are buyer and citation sources. And they report in your numbers: organic revenue and orders from the pages they built authority behind.

That is what uSERP does for ecommerce brands: link building, GEO and AI search and full-service SEO run as one program by senior strategists who have done this in-house. We work with stores that want more organic revenue from category and product pages, we do not sell link packages, and we are clear from the first conversation about what a program can and cannot move.

Set the hierarchy before the work starts. Tag the category and product pages the program targets, track organic revenue and orders landing on them, track rankings for a fixed list of buyer-intent terms, and track whether your products are cited when AI engines are asked for the best option in your category. Treat links earned and guides published as inputs you manage, not outcomes you report.