Link Building for Online Retailers: Strategies to Boost eCommerce SEO

Running an online store in today’s hyper-competitive digital space requires more than great products and sleek design.

To climb search engine rankings and drive organic traffic, link building must be a core part of your eCommerce SEO strategy.

Link building for online retailers is not only improves domain authority but also drives referral traffic and strengthens brand trust. But what does effective link building look like in 2025?

This comprehensive guide will walk you through actionable Link building for online retailers strategies.

Whether you’re managing a Shopify store, WooCommerce site, or custom-built eCommerce platform, these tips will help you generate sustainable growth.

Why Link building for online retailers is Matter?

Search engines like Google use backlinks as a major ranking factor. Backlinks act as votes of confidence, signaling to Google that your site is trustworthy and valuable.

For eCommerce sites, strong backlinks can:

• Improve rankings for high-converting product pages

• Boost visibility for category and brand keywords

• Increase traffic to blog or guide content

• Enhance your site’s authority in your niche

• Support new product launches with early visibility

But unlike blogs or news sites, eCommerce stores don’t naturally attract backlinks—making link building both challenging and crucial.

Common Link Building Challenges for eCommerce Websites

• Product pages lack linkable content

• Limited content marketing resources

• Highly competitive markets

• Many links go to home page only

• Heavy reliance on paid traffic

To overcome these challenges, online retailers need a diverse, creative, and strategic approach to building backlinks.

10 Proven Link Building Strategies for Online Retailers

1. Create Link-Worthy Content (Content Marketing)

Product pages rarely earn links organically. That’s why content marketing is essential.

Ideas for Linkable Assets:

• Buying guides (e.g., “Best Running Shoes for Flat Feet”)

• How-to articles (e.g., “How to Style a Leather Jacket in Winter”)

• Trend reports and industry studies

• Infographics and data visualizations

• Gift guides, especially around holidays

Promote this content via outreach, social media, and newsletters to attract natural backlinks.

2. Collaborate With Influencers and Bloggers

Building relationships with influencers, especially micro-influencers and niche bloggers, can earn you high-quality, relevant backlinks.

How to Collaborate:

• Offer free products in exchange for honest reviews

• Invite influencers to contribute to blog posts (and link back to you)

• Run joint giveaways or campaigns

• Sponsor a content series or YouTube video

Make sure the collaborations are genuine and not in violation of Google’s link schemes guidelines.

3. Leverage Digital PR

Digital PR is the art of earning media mentions and backlinks through newsworthy content and outreach.

Ideas:

• Announce a new product launch

• Share original research or surveys

• Pitch a “founder story” to online business magazines

• React to trending news with expert opinions

Getting featured on sites like Forbes, Business Insider, or niche publications not only brings backlinks but builds credibility and trust.

4. Use Resource Page Link Building

Find web pages that list helpful resources in your industry, and pitch your content as an addition.

Steps:

1. Search Google for queries like:

   • inurl:resources intitle:fitness

   • best tools for fashion startups

2. Identify relevant pages

3. Reach out to the site owner with a personalized pitch

Make sure your suggested resource truly adds value to the list.

5. Offer Scholarships or Sponsor Events

Offering a scholarship or sponsoring a local online event can help your site earn backlinks from:

• Universities and college websites (.edu domains)

• Event pages and directories

• Community blogs

While this requires budget, the quality of backlinks often justifies the cost.

6. Recover Lost or Broken Backlinks

Use tools like Ahrefs, SEMrush, or Screaming Frog to find:

• Broken backlinks pointing to your site

• Lost backlinks due to deleted pages or URL changes

Then:

• 301 redirect the old URLs to relevant pages

• Reach out to the site owner and ask them to update the link

This helps you reclaim valuable link equity.

7. Run Contests and Giveaways

Contests attract links from:

• Niche blogs

• Deal websites

• Giveaway directories

Be sure to:

• Promote your contest on social media

• Create a landing page that encourages backlinks

• Follow legal and SEO guidelines (avoid manipulative linking)

8. Use HARO and Similar Platforms

Help A Reporter Out (HARO) and similar platforms connect journalists with sources.

By signing up, you can:

• Answer relevant media queries

• Get featured in articles

• Earn authoritative backlinks

Respond promptly and offer expert insights to increase your chances of being quoted.

9. Product Reviews and Unboxings

Encourage loyal customers or influencers to publish reviews or unboxing content on:

• YouTube

• Personal blogs

• Medium or Substack newsletters

These reviews often come with backlinks to your product pages, especially if your products are unique or niche.

10. Optimize Internal Linking

While not external link building, strong internal linking:

• Helps Google crawl and rank your pages

• Passes authority from high-performing pages to others

• Enhances user experience and dwell time

Ensure product, category, and content pages are tightly interlinked using keyword-rich anchor text.

What Makes a Backlink Valuable?

Not all backlinks are equal. Google values:

Track Link building for online retailers Success

Use tools like:

• Google Search Console – for backlinks and top linking sites

• Ahrefs/Moz/SEMrush – to track new links, lost links, and domain authority

• Google Analytics – to monitor referral traffic from links

Key metrics to watch:

• Number of referring domains

• Traffic from backlinks

• Keyword ranking improvements

• Increase in domain authority

Final Thoughts

Link building for online retailers isn’t just about SEO—it’s about building your brand, expanding your reach, and driving targeted traffic that converts. The key is to stay authentic, prioritize quality over quantity, and focus on value-first relationships.

With the right mix of content, outreach, and digital PR, your online store can rise above competitors and become a trusted name in your niche.