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P1P Archives

Building Links for an Ecommerce Site

Posted by Jesse Stoler on Aug 23, 2012 10:50:44 AM

Link building strategies are typically going to vary from site to site. It largely depends on the niche that the site represents. Building links for a film or music related website is fairly easy compared to other niches; there are countless sites on the world wide web devoted to movies and music (everyone has an opinion). Building links for, say, a site that markets materials to clean up monkey cages is going to be comparatively difficult, as the options are significantly more sparse. Ecommerce sites represent the tougher end of the spectrum. This is especially true when the products sold by an ecommerce site are particularly unique. Once more, the decision to link back to a category page or the pages of all of the individual products can be quite the conundrum. Thankfully, there are some tips available for link builders at ecommerce sites. Here are a few of them.

Those who run ecommerce sites usually ponder over the question about what pages they should be linking back to precisely. Is it better to link back to the pages of all of the individual products (a time consuming process to organize if there ever was one), or is it better to categorize products and to link back to the category page? Let’s think about the individual products first. Let’s say that the ecommerce site in question does not market unique products (by unique products, I mean products that can be found on, say, fifty or more other sites). This is the case for most ecommerce sites. Now let’s say that the site in question sells lug wrenches, among a whole host of other objects. Well, there are a lot of sites that sell lug wrenches. When the link is acquired, and the site links back to only one particular type of lug wrench, it’s most likely not going to be prove to be helpful. Why is that? Because the link given really does not stand out from all of the other links that sell the exact same product.

Google is certainly not helping matters when it comes to linking to the pages of individual products. Thanks to the panda and penguin updates that the search engine giant has installed over the course of the last eight months, it has become much harder to use this strategy, unless the site is selling unique products.

When link building, it is far healthier to link back to either the homepage or a category page as opposed to pages for individual products. Not only is it a more effective strategy, it is less time consuming as well. If an ecommerce site decides to go the categorization route as opposed to linking back to the homepage, it’s best for that site to be as specific about the categories as possible. If the site sells DVDs and blu-ray discs, it’s not going to be good enough to link back to a page for “movies.” The site should instead link to something along the lines of “action movies,” or “Brad Pitt movies,” or even “action movies starring Brad Pitt.” It may be a trying task to package all of the products in question into so many different packages, but it is the most productive way in which to link build. By having these specific categories, the site opens up far more options in terms of sites to link build with.

Not all sites are built the same for link building, and ecommerce sites are most certainly on the downside of circumstances. Yet there are still avenues in which to build links; it’s just best to know the right ways.