With recent algorithm changes, links have taken on even greater importance to the online health of a website. Learn how to find the links that benefit your website and discard the old, damaging “link building” habits.
Search engines are a critical marketing component for ecommerce websites and a large percentage of your store’s daily visitors undoubtedly arrive via organic (aka natural or unpaid) search results. Each day potential customers search for products using Google, and if you have the right search engine optimization elements in place, those customers are likely to be matched up with your products. Unfortunately, in order to appear predominantly in relevant Google search results, you need more than a nicely designed site and descriptive product names with relevant keywords. When crafting their search results, Google also wants to know which sites are the most authoritative in their industry, and they often review backlinks to estimate a website’s authority. In fact, it would be safe to say that the real search engine juice behind all websites (including ecommerce stores) is backlinks.
Noun. A link received by a webpage from another domain or webpage. Also known as link, incoming link, and inbound link.
Despite the number of Google algorithm updates in the past few years, your site’s backlink profile is still a crucial element of your SEO. According to a 2014 study performed by Search Metrics, it’s still the number one off-site factor in determining where your site lands in search results. Without links pointing back to your site, your chances of landing at the top of search results on the first page are low. And you want to appear at the top since the first organic result receives a 33% click through rate.
Today, however, the search engines are looking for quality over quantity, and that means a better link building strategy. Fortunately for you, there are several marketing techniques you can implement in 2015 to help you earn these valuable links to your site. Some take a little leg work, but in the end, are completely worth the effort.
- Create a killer blog
- Find the influencers
It’s also a good idea to follow these same influencers on Twitter. Retweet their articles or products to your followers and engage in conversation with them. When the time comes for your new product launch or release of an in-depth how-to guide, send a tweet to them letting them know these are coming. Since you’ve been interacting with them, the influencers are more likely to mention your product to their fans.
- Interview the experts
- Use SEO tools
- Reach out to manufacturers
- Design an infographic
Don’t have the marketing budget for an infographic done by a professional? You can now create professional looking infographics on your own with the help of sites like Piktochart.
- Help a reporter
- Write a how-to guide
Take the guide one step further by creating a series of short videos demonstrating how to setup the product. The videos don’t have to be high quality. What’s important is that the customers find them useful.
- Participate on industry forums
To find forums in your niche, search in Google using “Niche/Keyword + Forum.” Sign up for the ones that have the most recent and active participation.
Most of these link building techniques center on creating relationships with influencers in your niche and potential customers of your store. The odds of someone linking to a site they’re unfamiliar with are low. As such, taking the time to listen to and answer their problems goes a long way in establishing your store as respected industry experts. Once this is accomplished, people will look to you for your expertise and will reward you time and again with the strongest currency on the internet, links.
We wish you the best of luck this Cyber Monday and, as always, if you need personalized advice for building links and industry-specific guidance for your SEO campaign, feel free to contact our marketing services team.
-Russell Benavides, Search Marketing Specialist