E-commerce Link Building Tactics


Use the product feedback technique

Pitch guest post updates

Pursue unlinked mentions

Get listed on “where to buy” pages

Publish curated statistics pages

Link building is challenging for e-commerce websites. Simply put, there aren’t all that many plainly visible chances to obtain links to product and category pages.

But fortunately, some do exist. Additionally, there are several ways to create links to various other kinds of pages.

Learn how to create links to the homepage, e-commerce product pages, and other website content in this post.

1. Use the product feedback technique

You can find posts that rank for terms like “best [product type]” using the product feedback technique even if you’re not featured. Then, in exchange for their feedback, you provide authors your product.

Ask them to consider mentioning you in their article if they enjoy the product.

They’ll most likely link to you if they feature you.

How to do it

You must be certain that your product outperforms the competition before considering this strategy. Bloggers won’t feature or link to you if they disagree with you.

If you’ve got that part covered, here are the steps:

Brainstorm product categories of products you sell

Search Google for listicles where you’re not featured

Pitch your product for feedback

It’s simple to come up with product category ideas. Products like smart TVs, speakers, and thermostats are examples of smart home goods that you might sell.

Search Google for the greatest product lists that do not include you.

Don’t directly propose to deliver authors your stuff in exchange for a hyperlink in the pitch. Exchange of “goods or services for links” is considered by Google to be a link scheme, which could lead to penalties.

Offer to send them a sample in exchange for their feedback instead.

A sample outreach email is shown below:

Hello, [Name]

I recently came upon your list of the top smart thermostats and saw that ours wasn’t included.

I want to know if this is because you preferred the products of our rivals or because you haven’t used our thermostat yet.

If it’s the latter, I’d glad to send you a sample unit to experiment with.

If you’re interested, please let me know.



Send them a sample of your goods and get back to them in a couple of weeks if the author replies and claims they haven’t tried it yet.

Ask if they’ll think about include you in their roundup if they enjoy the product. If not, use that as insightful product feedback.

2. Pitch guest post updates

Asking editors to change one of their existing blog posts is known as doing guest post updates.

They surpass standard guest articles because you can choose one that has backlinks already, giving you a better link to your website.

Although you can occasionally use them to create links that point to specific product pages, they’re most helpful for creating links to blog articles and other educational content.

How to do it

In Ahrefs’ Content Explorer, a searchable database with billions of pages of content with SEO metrics, you can locate chances for guest post updates. Simply look for old, non-competing pieces that mention a subject you already have content on.

Here is how to use Content Explorer to look for pages that match:

For instance, if you market smart home products and want to create connections to a HomeKit beginner’s guide, you may look for this:

This searches for pages with the word “HomeKit” in the text but not in the title. Alternatively, non-competing pages that discuss the subject but aren’t specifically about it Additionally, it searches for pages whose titles include the dates 2015 through 2020, a telltale marker of a page’s age.

You can then narrow down the list to focus on what you need by setting a couple of filters:

Referring domains filter to a minimum of 50 to find pages with backlinks

Domain Rating (DR) filter to a minimum of 40 to exclude pages from new and low-authority sites

Here is one of the outcomes from our search:

There are 89 referring domains in a list of open-source home automation platforms that was published in October 2019. But, according to Content Explorer, recent months have shown a decline in search traffic.

This is good for two reasons:

It means the page’s backlinks are probably high-quality, so a link from this post will be a strong one. (It’s always worth double-checking this in Ahrefs’ Site Explorer before pitching.)

It gives us added value for our pitch,which is that having us update the post may help improve its organic rankings and traffic.

One of the outcomes for our search is as follows:

A list of open-source home automation platforms with 89 referring domains was published in October 2019. However, according to Content Explorer, it has recently noticed a decline in search traffic.

3. Pursue unlinked mentions

Unlinked mentions are references to your brand or product made online without a link to your website. Consider an iPhone or AirPods reference without a link to apple.com.

You’ll often find easy link opportunities on pages with unlinked mentions for two reasons:

Their authors are already familiar with your brand – Thus, they’re more likely to give you the time of day. 

They already like your product – This isn’t the case for all unlinked mentions, but it is for many. 

However, before you can pitch them, you need to find them.

How to do it

Finding all of your unlinked mentions can be pretty time consuming and complicated. But you can find a good chunk of them quickly using Content Explorer

Search for your brand or product name in quotes

Click “Highlight unlinked” and enter your domain

Filter for “One page per domain”

Click “Export” and toggle the option for “Only pages with highlighted domains”

For Bellroy, that might resemble the following:

We end up with thousands of unlinked mentions in this scenario.

There are a lot of prospects there, thus it makes sense to filter the export by website traffic or DR to get rid of the opportunities with little value. The filtered list can then be browsed through to look for possibilities that make sense.

One for Bellroy, please:

This author has a lengthy blog article explaining why they adore Bellroy, complete with numerous product mentions and images. However, they didn’t include a single link to Bellroy in the article, most likely since it was written by a retailer that sells their goods.

However, given that there is only one physical location for the store in Canada, there may be a chance for a link.

Here’s a straightforward pitch that might secure the backlink:

Hello, this is Josh from Bellroy.

I just wanted to express my gratitude for your kindness and compassion in this article. It’s fantastic to see how happy our stockists are to sell our goods.

I saw that you mentioned our supplies quite a bit in the post (thanks! ), but that page has more information. Simply considering it might aid your readers’/customers’ decision as to whether our brand is the best one for them.



Keep in mind that we didn’t just say, “Make the link clickable.” That can sometimes be effective. However, it’s a fairly general request that serves solely your interests. Instead, we are requesting a link to a page that is relevant to the context. We also discussed how this benefits both their clients and ourselves.

4. Get listed on “where to buy” pages

Stockists, or “where to buy” pages, do exactly what they claim to do: They provide a list of retailers that carry and offer for sale a company’s goods. Check to see if the brands you carry have stockist pages, and if so, submit an application for inclusion if you do.

How to do it

Make a list of the brands you carry, then type the following into Google:

If we conduct this search for Hive, a well-known British producer of smart home goods, for instance, we see that it does indeed have a website listing stockists:

If we look at the page itself, we can see that logos—even the broken ones—link to retailers:

Site Explorer can be used to locate stockist pages as well. Simply input the domain of a rival retailer, access the Backlinks report, and filter for referring pages that have “where to buy” or “stockists” in the title.

For instance, if we carry out this procedure for vesternet.com, a well-known online retailer of goods for the smart home, we will notice a few connections from stockist pages for manufacturers:

A simple pitch to get links on these pages is as follows:

Hello, [Name]

Josh from [Store Name] here.

Exists a procedure to be included on your “where to buy” page? We would be delighted to be included as we stock and market your goods.



Because the value proposition is clear, simplicity is the name of the game here: Being listed on their page facilitates more individuals discovering a place to purchase their goods.

5. Publish curated statistics pages

Pages dedicated to statistics provide information about a specific topic. Because bloggers and journalists frequently search Google for statistics to find sources for their pieces, they frequently garner backlinks.

This makes releasing a set of carefully chosen facts about the products you sell a quick and easy strategy to get quality backlinks to your website.

How to do it

You must first determine the categories of statistics that consumers are looking for. In Ahrefs’ Keywords Explorer, you can do this. Just enter business-related keywords, access the Matching terms report, and modify the “Include” filter to include terms like “statistics,” “stats,” “facts,” and “figures.”

For instance, we can input keywords like “smart house,” “smart lighting,” and “home automation” if we sell smart home items.

In the Matching terms report, we’ll next pick “Any word,” add our modifiers to the “Include” filter, and click “Apply.”

It seems like the logical option for a statistics page would be “smart home statistics.”

Hit the SERP caret to view the top-ranking pages before choosing a topic. You should ideally notice lots of hyperlinks pointing to them. This demonstrates that readers are looking for statistics to use in their stories.

Then, all that is left to do is build your own statistics page and engage in marketing for backlinks.

The middleman approach can then be used to distribute part of that “link equity” to the important pages.

Final thoughts

Linking to e-commerce websites is challenging. Typically, it is simpler to generate connections to your homepage or content than to the actual product pages, and then use internal links to transfer link equity to the sites that matter.

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