Linkbuilding for Ecommerce Sites - SMX Munich 2012

LINKBUILDING FOR ECOMMERCE

Richard Baxter, Founder, SEOgadget

Download this presentation: http://bit.ly/SEOgadgetMunich

16 different ways you can build links to your ecommerce site, whatever vertical you’re in….

15 Link Building Strategies for Ecommerce

#1 Make awesome product pages.

This product page is amazing! http://www.goapr.com/products/stage3_b7_rs4.html

Embedded how to video AND: QA section below

http://www.espares.co.uk/

CONVERT POPULAR QA TO POSTS

This post earned 21 links – that’s really not that bad for a few hours work

#2 Devise unique, genius products

http://wish.co.uk/zombie-shopping-mall/ Wish.co.uk’s Zombie Shopping Experience

attracted 100’s links and 66,000 Facebook likes

AND GOT THEM LINKS LIKE THIS

Genuinely innovative and original gets the attention of the big guys…

PIGGYBACK ON A TV SHOW / MOVIE

Covered on Mashable, CNN, CNET, and heaps of other tech / business sites

#3 Get the price wrong. “Accidentally.”

17,700 mentions online including Techcrunch, BBC, Dailymail, CNN, Metro, etc

#4 Make it Embeddable

This drives me crazy…. So difficult to use their data.

Totaljobs make the same mistake – great data, very hard to use.

An example of embeddable – simple HTML code via

http://www.creditdonkey.com/history-of-money.html

Via Gianluca Fiorelli – go to vistitnorway.com, it’s a beautiful website.

#5 Understand how your best competitors are

attracting links.

Your best, not your highest ranking.

HOW HAVE THESE GUYS ATTRACTED LINKS?

How have your best competitors (not your highest ranking) been

attracting links

HOW DID THEY DO IT?

• Links from large volumes of money saving and frugal tips blogs

• Reader offers dedicated to a specific publication , for example: “Roomorama offers TNW Readers 25%”

• AirBNB host regular meet-ups and events for home owners and holiday makers

• Use of PR, for example: “AirBNB’s 1 millionth night booked"

• Partnerships: places to stay for sporting events and conferences

• The ability to create content focusing on packages / inspiration

• AirBNB have a blog, a technology blog , a ceo ‘s blog and an entrepreneur's blog

• Hundreds of top lists for students, places to stay near universities, sports team tours, academics, disabled travel guides

• Festivals - "finding accommodation for Glastonbury"

• Partnering with events sites, conferences and hack days

• Tours content - art, history, museums, - where to stay, when and what to see

Made by scrolling through the results from Open Site Explorer.

#6 Make Instructographics

http://www.seomoz.org/blog/going-viral-on-pinterest-driving-big-traffic-and-making-

pinterest-a-real-marketing-solution - via Colby Almond at 97th Floor – generated 46k repins!

Simple how to: http://cupcakesandcashmere.com/how-to-beachy-waves/

530 FB likes, 83 RD links

#7 Incentivise your users with rewards

Yep, that’s a URL (SEOmoz use a 302 redirect here, BTW)

#8 Produce Something of Value.

Then, Give it Away.

Free! Took a week to develop – 6,400 downloads, 184 links so far.

We created great content and gave it away. It spread well, we smiled.

#9 Translate the Good Content and Place it

Overseas

Our Mandarin and German translations – remarkably easy to find a good translator,

inexpensive and both contacts made in English.

#10 Scale Your Outreach / Guest Posting

TAKE LINK BUILDING LESSONS FROM SWISS TONI

Check out Jon Quinton’s “Link Building Lessons from Swiss Toni” http://bit.ly/yeLukQ

Find Combine Filter

Competitor Analysis Scraping

My Blog Guest

Excel BuzzStream

Domain Metrics Links

Social Metrics

Get (excellent) content for your blog and / or build quality links. Blogger link up is well worth

testing, and use Boomerang / Followerwonk to manage and find contacts.

#11 Create beautiful articles

ADD VALUE EVERYWHERE: BEAUTIFUL ARTICLES

If you write great, great content for 3rd party sites, it attracts its own

links and social – do this

#12 Clean up after yourself.

This was an infographic I created a year ago– SixRevisions picked it up – awesome!

We can work with this….

Keep pushing that infographic! They can go evereywhere!

WHAT HAPPENED NEXT?

When you’re done with the outreach, the image search follow up, then get onto My Blog Guest – they have an

infographics section…

# 13 Make (Inexpensive) viral / great content

How much of your favourite energy drink, soda, or caffeinated food would it take to kill you? 509 root

domain links: http://www.energyfiend.com/death-by-caffeine

Bed Jump by Hotels by City – 278 root domain links and counting and a great

community seed

Photo fake out - http://www.oyster.com/hotels/photo-fakeouts/ linked to by the NY Times, amongst the thousands

of others.

#14 Find out who linked to that last product,

And tell them about the new one!

www.prezzybox.com/usb-mouse-calculator.aspx

#15 Clean out the Garbage

IS MY LINK STILL LIVE?

For the Excel minded: https://seogadget.co.uk/how-to-find-lost-links/

PLEASE, DO NOT DO THIS:

For the Quality minded: https://seogadget.co.uk/bad-backlink-checking/

Richard Baxter, Founder, SEOgadget

Download this presentation: http://bit.ly/SEOgadgetMunich

Twitter: @richardbaxter

Blog: seogadget.co.uk

Email: [email protected]

THANK YOU