Creating Content that Builds links on eCommerce Websites

Due to their commercial content, ecommerce websites present a unique challenge when it comes to link building because many websites are hesitant to link to them. In this post we’ll take a look at some ways to get past those objections.

Create a Blog

One of the easiest ways to create, publish, and expose content that can generate links is to use a blog. One crucial step is to remove as many commercial elements from the blog as possible. For example, link to the store but don’t have a full category/department listing in the sidebar. Try to keep the blog as informational as possible. Don’t use it to push products. You don’t need to publish daily or even multiple times per week. It’s more important to publish exceptional quality content as opposed to a large quantity of content.

Linkbait or Infotainment

Linkbait style content is created specifically for getting attention and links. A lot of people get stuck on this aspect and can’t think of ways to do this creatively and effectively. For example, let’s pick a boring subject such as a plumber’s website. Some linkbait topics could be:

• 5 oldest public fountains
• Top 10 most spectacular fountains
• Strangest/funniest public bathrooms
• How many bathrooms do the worlds tallest buildings have
• Most expensive bathrooms

Resource Guides

Within each industry there exists beginner and expert information that people search for online. If you can create a library of this information that is encyclopedic in nature and tone, you will have a very linkable resource. Strive to create content that reads like it would be found in Wikipedia, Encyclopedia Britannica, or on a trade organization’s website. For best results, create a non commercial template for this content. Issue a press release and conduct an outreach program to let others in your space know about the content.

Creative commons photographs

Create a library of creative commons photographs that you will allow others to use free of charge. Hire a professional or pro/amateur photographer to take the pictures for you, make sure you own the rights to the picture. Put the pictures online in small and medium sizes (less than 600px) in a self help format so people can download the pictures themselves. Provide them with the code to link back to you. Make larger sizes and high resolution sizes available by request. Employ basic image optimization techniques for maximum results.

Industry statistics and surveys

Conduct industry research or gather statistics from government websites or trade organizations. Combine the information from multiple resources to create something unique and insightful. Publish the information in a well designed PDF available for free download. Request a link for people who write about it. Be sure to embed your URL in the PDF as a link in case people reproduce the PDF.

Syndicate content and Guest Blog

Look for related blogs or websites that are accepting guest posts. Create content that is valuable for them, not just content that is a “wrapper” for a link back to your website. Try to guest blog on a regular basis on as many blogs as possible. Make content for online magazines, newspapers, and trade publication available for syndication. The better your content is, the more likely people will reprint it, and the better quality the links to you will be. Try to use this as an opportunity to get content syndication on a regular basis.

To wrap things up, there are many different linking opportunities for ecommerce websites if you are willing to be creative and think outside the box. It’s better to continually use a variety of techniques because search engine algorithms change over time. Seeing a regular growth in links over many months is what search engines want to see, as opposed to a short burst in link growth.

image credit: photospin