Link Building for Ecommerce
Link building for ecommerce websites gets talked about a lot, but most advice doesn’t fit how ecommerce actually works.
Tactics designed for blogs rarely translate to product pages, structured templates, or category-driven navigation. Many small ecommerce sites end up wasting time chasing backlinks that won’t move the needle.
This guide focuses on ecommerce link building strategies that still work in 2025, even for lean teams without a PR budget.
Each tactic is:
- Practical for small and mid-sized stores
- Focused on earning relevance, not just raw link volume
- Built around real ecommerce challenges, not generic SEO theory
Tactic 1: Product Mentions from Niche Review Sites
Review sites, roundups, and gift guides still drive strong backlinks, especially in niche verticals. These aren’t just SEO plays. They influence buyers and send qualified traffic with commercial intent.
For ecommerce websites, landing product mentions on targeted blogs or media sites remains one of the most effective link building strategies in 2025.
How to Find Opportunities
Use search operators to uncover blogs or media sites already writing about your product type:
“best [product type] for [audience]” “[product] gift guide” “top [product category] inurl:blog”
Then plug those domains into Ahrefs or Semrush to check authority and backlink profiles.
What to Pitch
- Offer a sample product or testing access
- Provide clear product specs, lifestyle photos, and talking points
- Make it easy for them to feature you without rewriting your brand story
Don’t send a generic “can you add my link?” email. Editors and bloggers want something they can use fast.
Clean email pitch example
Subject: Quick info for your [2025 guide to X products]
Hi [Name],
I saw your recent post on [topic] — really solid recommendations. I run [brand], and we recently launched [product] that might be a good fit for future updates or reviews.
I can send over samples, specs, or anything else you need. No pressure — just wanted to put it on your radar.
Thanks,
[Name]
Bonus Tip: Go Small Before You Go Big
You don’t need to land on Wirecutter or GQ. Start with:
- Smaller blogs in your niche
- Micro-influencers with SEO-savvy websites
- Affiliate sites open to testing new products
Tools to Help:
- Ahrefs Content Explorer – find pages linking to similar products
- Hunter.io / Snov.io – find editor or blogger contact info
- SEOJuice (optional) – if your site flags underlinked products, use that data to guide outreach
Tactic 2: Build Internal Assets Worth Linking To
Product pages rarely earn backlinks on their own. They’re designed to convert, not educate. But when your ecommerce site includes genuinely helpful, non-promotional content, you create pages that attract natural citations, rank for long-tail keywords, and support your product catalog with internal links.
These aren’t blog posts for the sake of content. They’re evergreen assets that answer buyer questions, solve friction points, and make life easier for your customers and for search engines.
What to Build
Think: practical tools, guides, and resources tied directly to your products. Here's what that looks like across different ecommerce niches:
Real-World Examples of Linkable Internal Assets
| Niche | Asset Type | Description | Link Earning Angle |
|---|---|---|---|
| Fitness | Dumbbell Weight Calculator | Suggests weights based on user input (goal, experience) | Referenced by fitness blogs and workout forums |
| Gym Layout Guide | Equipment plans for small spaces (e.g., 6x6ft, 10x10ft) | Cited in home gym setup articles | |
| Footwear | Foot Measuring Guide | Printable tool + photo examples for correct sizing | Shared by review sites and shoe influencers |
| Brand Fit Comparison | Adidas vs. Nike vs. New Balance sizing table | Linked from sneakerhead blogs and fashion reviewers | |
| Home & Decor | Paint Coverage Tool | Room size → paint quantity by product type | Referenced by DIY bloggers and home improvement forums |
| Bulb Compatibility Chart | Matches bulbs to fixture types and room use cases | Picked up by electricians, how-to sites, and Reddit | |
| Kitchenware | Pan Use Case Guide | Visual chart: searing, simmering, sautéing → best pan types | Linked in cooking blogs, recipe sites |
| Cast Iron Care Guide | Step-by-step cleaning and seasoning instructions | Natural fit for food forums and lifestyle writers | |
| DIY & Tools | Drill Bit Selector Tool | Choose bits by material + drill model | Backlinked from project guides and tool reviewers |
| Battery Troubleshooting | Common issues + links to replacement parts | Cited in product forums and repair blogs |
How These Assets Earn Links
- Bloggers and journalists reference them in product roundups or tutorials
- Forum users and influencers share them as helpful resources
- You can pitch them in outreach instead of bland product pages
- Internally, they funnel authority to your category and product pages
Pro Tip
Use tools like SEOJuice or LinkWhisper to surface underlinked product pages, then build internal links from your new resource pages to strengthen visibility where it matters.
Tactic 3: Use HARO and Press Opportunities
Press mentions and editorial backlinks are still among the most reliable ways to earn high-authority links. For ecommerce brands, especially small or mid-sized ones this doesn’t require a PR agency or ad spend. It just requires speed, relevance, and a decent product.
Platforms like Help A Reporter Out (HARO), Terkel, and Qwoted connect journalists and bloggers with sources for articles they're already writing. Ecommerce founders, product creators, and even well-packaged items regularly get featured in roundup posts, gift guides, and niche blog content. These mentions often include a backlink and sometimes affiliate opportunities.
The trick is knowing how to pitch.
Skip the generic brand bio. Focus on what’s actually useful to the writer: a quick summary of what the product is, why it fits their angle, and what makes it useful or timely. Include a link to your product or media kit and, if applicable, offer a high-res image or test sample.
Here’s an example of what that looks like:
Example Pitch (HARO)
Subject: Submission: Gear for Summer Workouts
Hi [Name],
I saw your request for fitness gear ideas. I run [Brand], and we just launched a compact, travel-friendly resistance band kit designed for outdoor workouts. It comes with a quick-start guide and recyclable packaging.
I’m happy to send more info or a sample if helpful. Let me know what works best.
Thanks,
[Your Name]
Most opportunities like this appear in lifestyle blogs, product roundups, and mid-tier media sites, perfect for ecommerce visibility. And unlike backlinks from random blogs or directories, these links tend to drive real traffic from readers who are already in buy-mode.
If you want to increase your chances of getting picked up, consider building a simple media kit page on your site. Include your brand description, product highlights, testimonials, and a few downloadable photos. It makes the writer’s job easier and that alone makes you more pitchable.
Press links can’t be gamed or scaled like content swaps. But they’re some of the cleanest, most effective backlinks an ecommerce site can get. All you need is a solid product, a fast response, and a no-fluff pitch.
Tactic 4: Customer Feature Campaigns
Your customers aren’t just buyers, they’re also creators, professionals, and potential link sources. Featuring them in meaningful, authentic ways opens the door to earned backlinks and social shares, without the awkward cold outreach.
Think of it as co-marketing at a micro level. You tell their story, link to their site or profile, and they often link back to you naturally. This kind of mutual exposure is especially effective for ecommerce brands in lifestyle, fitness, home, and pet spaces.
How It Works
- Identify loyal or interesting customers
- Feature them in a format that makes them look good (Q&A, spotlight, case study)
- Share the feature, tag them, and make it easy for them to reshare or link
- Let the backlinks and referrals happen passively
Real-World Examples of Customer Features
| Ecommerce Niche | Feature Type | Description | Why It Earns Links or Shares |
|---|---|---|---|
| Home Fitness | Garage Gym Tour | Customer photos and setup walkthrough with links to used products | Shared in fitness forums or personal training sites |
| Candle Brand | Spa Owner Interview | Q&A with repeat customer who owns a boutique spa, includes link to their site | Earns a link from their spa’s homepage or blog |
| Pet Products | “Dog of the Month” Series | Photo feature + fun story from the owner | Often reposted on pet blogs or breed-specific forums |
| Kitchenware | Customer Recipe Showcase | Home cook shares recipe using branded tools, featured on the brand’s site | Attracts links from food blogs, often shared socially |
| Stationery | Artist Spotlight | Feature on how a customer uses your products in their creative work | Backlinked from portfolios or personal sites |
Pro Tip: Build a Simple Submission Funnel
After checkout or in post-purchase emails, add a CTA:
“Want to be featured on our site? Share your setup or story.”
No forms. No friction. Just a fast way to identify link-worthy customers already in your audience.
Customer features don’t just build links. They deepen relationships, generate content, and add brand credibility, all with minimal effort. When done right, they turn buyers into advocates with SEO benefits as a side effect.
Tactic 5: Reclaim Unlinked Brand Mentions
Sometimes, the easiest links to get are the ones you’ve already earned, sort of.
Chances are, your brand has been mentioned online without a link. Maybe a blogger reviewed your product, a customer shared it in a list, or a forum post dropped your name. These unlinked mentions are low-hanging link opportunities. The writer already knows you exist, now you just need to close the loop.
How to Find Unlinked Mentions
Start with tools like:
- Google Alerts: Set up alerts for your brand name and variations
- Ahrefs Content Explorer: Search
"your brand name"and filter by sites that don’t link to you - BrandMentions or Mention.com: Monitor mentions in real-time across news, blogs, and forums
Look for high-relevance, recent mentions first, especially on blogs or sites that regularly link out.
How to Ask for the Link
Reach out with a short, friendly note. Don’t pressure. Just make the case that a link would help their audience access more info or shop the product directly.
Example Email:
Hi [Name],
I saw you mentioned [Brand/Product] in your article on [Topic] — thanks for including us. If it’s helpful to your readers, feel free to link to our product page here [URL]. That way they can check specs or availability directly.
Appreciate the shoutout either way!
— [Your Name]
Most people are happy to add a link, especially if the tone is helpful, not demanding.
Pro Tip: Prioritize domains with authority
Don’t chase every obscure mention. Focus on opportunities that pass actual SEO value: blogs, press, resource lists, and community sites that Google trusts.
Tactic 6: Broken Link Replacement
Broken link building is still effective. For ecommerce, it’s a smart way to earn contextual backlinks without creating new content from scratch or relying on media exposure.
The idea:
Find content that once linked to a product or guide similar to yours. If that link is now broken (404), reach out to suggest your live, relevant page as a replacement. You're not pitching something cold — you're helping fix something broken.
How to Find Opportunities
Use tools like:
- Ahrefs → Broken Backlinks Report: Run this on competitor domains or niche content sites
- Screaming Frog: Crawl relevant blogs to identify outbound 404s
- Google Search + Check My Links Chrome Extension: Manually search things like “best [product type] for [use case]” and scan for dead links
Start with your direct product category, especially items commonly discontinued or rebranded.
Example Use Cases
| Product Category | Broken Link Type | Your Replacement Opportunity |
|---|---|---|
| Home Office Chairs | Old roundup with removed products | Updated ergonomic chair collection or buying guide |
| Pet Supplements | Expired Amazon or affiliate links | Current PDP with detailed usage info + reviews |
| Power Tools | Broken manufacturer pages | In-stock product or how-to guide with tool recommendations |
| Cookware | Dead links to discontinued sets | Live product page or comparison page for similar alternatives |
Outreach Tip
Keep it short and to the point:
Hi [Name],
I noticed you linked to a product that’s now returning a 404 in your article on [topic].
We carry a very similar [product/category] here [your link] — feel free to use it if you’re updating the page.
Just thought I’d flag it in case it’s helpful.
— [You]
No pressure. No hard sell. You’re just making their content better.
Pro Tip: Prioritize Evergreen Pages
Focus on links from guides, tutorials, and comparison pages, not time-sensitive posts. These pages stay live longer and continue to pass value.
Broken link replacement doesn’t require brand awareness or media coverage. Just research, relevance, and a clean page to offer.
Tactic 7: Leverage Supplier and Brand Relationships
If you sell third-party products, work with manufacturers, or partner with suppliers, you're sitting on one of the most overlooked ecommerce link building opportunities: getting listed and linked on their websites.
These aren't cold pitches. These are companies you already do business with. Most want to showcase retailers, stockists, or collaborators — they just need a reason to add the link or update their site.
How It Works
- Ask suppliers or brand partners to list your store as an official retailer
- Request a link on their “Where to Buy,” “Retailers,” or “Partners” page
- Offer a quote, testimonial, or mini-case study to give them something worth publishing
- In some cases, you may already be listed — just without a link
These links tend to be high-authority, product-relevant, and safe from Google’s spam radar. They also drive qualified traffic, especially if the brand has loyal customers searching for places to buy.
Real-World Examples by Ecommerce Niche
| Ecommerce Niche | Link Source Type | Example Request or Page Type | Why It Works |
|---|---|---|---|
| Supplements | Manufacturer website | “Find a retailer” or “Where to buy” page | Brands want to help customers find trusted sellers |
| Home Goods | Distributor directory | “Authorized sellers” or stockist listings | Strengthens legitimacy and builds referral traffic |
| Tools/Hardware | OEM or supplier resource page | “Partners,” “Dealers,” or distributor map | Industry expects listed sellers — high link trust |
| Fashion/Footwear | Brand “Stockists” page | Include location + product line carried | Adds geographic SEO value for local search |
| Niche Brands | Affiliate or wholesale partners | Request a testimonial feature or blog interview | Converts into natural, editorial backlinks |
Outreach Script Example
Hi [Brand Contact],
We’re currently featuring [Brand/Product Line] in our store and noticed your “Where to Buy” page. If you’re open to it, we’d love to be listed there — here’s our page: [link].
Happy to send a logo, quote, or anything else to make it easier.
Thanks for considering,
[Your Name]
Pro Tip:
Even if you’re already listed, check whether the link points to your homepage, a dead page, or is missing altogether. A quick fix could turn that into a high-value backlink.
Links from brand partners are often easier to secure than media or content links and they’re highly relevant to your products. It’s low-risk, high-return SEO rooted in relationships you already maintain.
Conclusion
Ecommerce link building in 2025 is about building durable, relevant connections that support how your store actually works.
Forget spammy outreach, generic blog posts, and one-size-fits-all tactics. Small ecommerce teams can compete with the right mix of:
- Practical assets worth linking to
- Real customer stories
- Smart use of tools and partnerships
- A focus on links that align with the products you actually sell
You don’t need 100 strategies. You need a few that consistently deliver and compound over time.
FAQ: Ecommerce Link Building Strategies
What’s the best link building strategy for a small ecommerce site?
Start with low-friction wins: unlinked mentions, supplier listings, and product roundups in niche blogs. These require less content creation and more relationship-based outreach.
Are backlinks still important for ecommerce websites in 2025?
Yes. Backlinks remain one of Google’s strongest ranking signals, especially for competitive product and category pages. The difference now is that quality, context, and intent matter more than raw volume.
Should I build links to product pages or category pages?
Category pages usually benefit more from backlinks because they target broader, high-intent keywords. However, a well-placed link to a product page can boost visibility if the product solves a specific problem or fills a niche.
How do I get backlinks without creating a blog?
Use assets like sizing guides, comparison charts, calculators, or product explainers. These don’t require ongoing content production but still attract organic citations and outreach opportunities.
What tools can help with ecommerce link building?
- Ahrefs / Semrush – for competitor research, broken links, and mention tracking
- HARO / Terkel – to earn editorial links through press mentions
- Screaming Frog – for auditing sites to find broken link replacement opportunities
How many backlinks do I need to rank?
There’s no fixed number, it depends on your niche and competitors. Focus on earning consistent, relevant links over time rather than hitting arbitrary targets.
What makes a backlink high-quality in ecommerce?
Relevance to your product, content around the link, placement (within body copy > sidebar/footer), and authority of the linking domain all matter. A single link from a trusted source can outweigh dozens of weak ones.