If it’s your first time here you might want to read this post on link building for ecommerce sites first.
I recently started reading the Hobo web blog (which is really good for practical SEO advice by the way) and this post caught my attention. Shaun’s advice on using article marketing to build links with keywords which you’re already ranking for is similar to the way I use articles to boost up the rankings of product pages (or any deep page on a big site really). So I wanted to share this tip and some others for how ecommerce site owners can effectively build lots of links to lots of pages, ideally without lots of work.
To understand how and why this works you first need to accept 2 of the less spoken about but absolutely fundamental underlying principles of SEO.
- Not every link you build has to be grade A, 100% clean, natural link building gold like many SEO’s would have you believe. Bulk links still play a quite significant part, in fact I’d go so far as to say the majority of links on the web are pretty crappy. Also while I don’t buy into the ‘bad links can’t hurt a good site’ idea because they definitely can, the stuff I’m discussing here won’t have any negative side effects.
- The majority of product pages on ecommerce sites have no external links, they’re ranked on the basis of, predominantly, domain authority instead. It’s usually only after a product page is ranked at number 1 it acquires natural links as anyone talking about that product online in forums or on blogs will just paste the top result in Google into their posts as a reference. For this reason, provided you’re doing the other stuff right, have built a domain with some trust from decent links to top level pages, you’ve got your technical stuff right so there’s no duplication issues etc and your internal linking makes product pages easy to spider then a few links even of low quality to product pages usually has excellent effects on rankings.
OK if you’re down with those ideas, here’s how we go about building these deep links. In no particular order…