If you’re running an eCommerce store and investing in SEO, you’ve probably heard this a hundred times:

“You need backlinks to rank.”

And it’s true. But not all backlinks are created equal—and for eCommerce brands, link building often feels like a mystery wrapped in cold outreach and questionable guest post pitches.

Here’s the good news: you don’t need thousands of links. You just need the right ones—earned strategically, built over time, and pointing to the pages that actually move revenue.

In this post, we’ll break down how structured link building works for eCommerce, why it matters, which pages to prioritize, and how to build a system that gets real results.

Why Link Building Still Matters for eCommerce SEO

Backlinks remain one of Google’s most important ranking factors. They act like “votes of confidence” from other websites—signals that your page is trustworthy, relevant, and worth showing in search results.

For eCommerce brands, this is especially important because:

• You’re competing against marketplaces (Amazon, Etsy, Walmart) that dominate organic results.
• Product and category pages rarely earn links naturally.
• Without links, even great content can stay buried in search.

TL;DR: If you want your products and content to rank, you need high-quality links pointing to them.

Not All Links Are Equal (And Not All Links Matter)

Let’s clear something up: spammy directory listings and paid-for blog comments won’t help you rank.

What you want are contextual, relevant, editorial links from sites that have authority.

Here’s a quick quality matrix:

Which Pages Should eCommerce Brands Build Links To?

Not all pages deserve (or benefit from) links equally. Most product pages won’t naturally attract links—nor should you spend weeks trying.

Here’s how to prioritize:

Pro tip: Build links to content that targets top- or mid-funnel keywords. Then pass authority to product pages using smart internal linking.

What Does Structured Link Building Actually Look Like?

It’s not just sending 100 emails and hoping someone links to you.

Here’s a basic structured link-building system you can adapt:

1. Identify Linkable Content

Start with a few content types that naturally earn links:

• Buying guides (e.g., “Best Hiking Backpacks for Summer 2025”)
• Product comparisons (e.g., “Our Brand vs. Patagonia: Which Is Better for Travel?”)
• Informational posts (e.g., “How to Care for Leather Boots”)

These are your link magnets.

2. Prospect for Relevant Sites

Use tools like Ahrefs, Semrush, or Hunter.io to find:

• Blogs in your niche
• Sites that have linked to similar content
• Journalists who cover your product category

Build a list of potential linkers and group by relevance + authority.

3. Reach Out With Value

No one wants to “swap links.” Instead, offer real value:

• Update broken links (use a broken link checker)
• Suggest a better resource
• Collaborate on a co-branded piece
• Offer a quote or stat from your founder (great for journalist outreach)

4. Track, Measure, Repeat

Use a simple CRM or spreadsheet to track:

• Who you contacted
• When you followed up
• Which links went live
• What impact they had (traffic, rankings, conversions)

Over time, this becomes a repeatable process, not a one-off campaign.

How Long Does It Take to See Results?

Link building isn’t instant gratification. But it works.

Stick with it, and the ROI can dwarf paid ads—especially since SEO traffic doesn’t charge you per click.

Examples of Linkable Content for eCommerce Brands

The goal isn’t to make your content go viral—it’s to make it worth linking to.

Final Thoughts: Link Building for eCommerce Is About Strategy, Not Scale

You don’t need 1,000 backlinks. You need the right 20–30 pointing to the right pages, from the right sources.

Start by:

• Creating link-worthy content
• Targeting relevant sites
• Using value-driven outreach
• Internal linking strategically to your money pages

And remember—link building is a long-term trust signal, not a quick growth hack.