Link Building for Ecommerce
-
I need help - I'm trying to boost the rankings of a competitive category page - Leather Office Chairs
First I'm thinking I need earned links - but for something like leather office chairs thinking of interesting, unique content people would love to read & share is proving difficult.
I am struggling - can anyone help?!
-
Here's a good guide from moz on this topic. https://moz.com/learn/seo/search-operators
-
Hi
This is actually what I've been working on for the past few weeks, health implications of poor office chairs - stats to back this up in an infographic & a couple of articles to support this. & why you need an ergonomic workspace.
Then as we have a new school chair range, I've done one on back pain in children & the health implications.
Thank you for your other tips! We have a lot of ranges which I find really hard to be creative for - e.g. cupboards.
Most of these blogs also charge to put content on their site & I know Google is against this - what is everyones view on that?
Just need a bit of inspiration!
-
Run queries in google to see what your competitors are doing. Find articles that help with inspiriation, and then write a better, unique version to help bring additional value to the customer.
An example query I just tried real quick was
- "leather office chairs" inurl:blog
-
I believe that a retail site should have an article library where there are articles about how to select the proper product, how to use it, how to maintain it, how to enjoy it, history about the product, trivia about the product, and many other topics.
The decisions about what type of content should exist in this library are guided by the customer questions that you receive every day. As the library grows it answers more and more customer questions and this reduces your need to respond to questions by email. Many people find the answer in your library and don't need to ask you. Many people don't know about your library and write and you respond with a couple of links to library articles instead of composing a lengthy reply.
Your customer service people are already being asked these questions, they are probably already writing replies or they are answering the questions by phone every day. If you have customer service people who know more about your product than anyone else on the planet then they can be your source for the content that you need. But, if your customer service people don't know anything about the product and can't answer these questions, then you should do something about that so they can do a better job. Then they will become your source for the content that you need
If you are serious about doing a good job in your space, having customer service people who can help the customers, then you will have a program in place to educate them about your products. On the basis of the above, every retail site should have a growing content library.
However, the most powerful site in the retail SERPs is going to be an information site with a small store.
-
Infographics are always a good place to start, sharing them on social media and e-shots. Blogging is a key way though, we face the same trouble of having to write content for products that don't gain many links however you can always be a little more creative with the blogs. We published an article on our PVC strip curtain range featuring in movies and tv shows and simply published it on social media, unique and fun but also breaks up the salesy blog posts too! Perhaps take a look at health and wellbeing blogs/websites and try to work with them to create a post on comfort in the workplace? (office chairs encouraging good posture and avoiding back pain, etc). Infographics can be created to be small help/info guides like top 10 products in office/spend vs splurge on office equipment etc. I think content/blogs are the best bet to gain links to a product page but it'll take a bit of brainstorming to come up with new and unique ideas - start your thought process with 1) what blogs are published about this product 2) what do my competitors do 3) what do my customers want (key questions asked on google) 4) how can i make this interesting and creative.
Hope this helps!
-
Hi
Haha very true. You have some great ideas, I definitely need to think outside of the box and spend more time on research - I just feel sometimes when I'm researching I'm not spending time on things like onsite optimisation. Now our team is bigger, I should be able to pass some of this work on.
You'd suggest setting up a new blog to do this though? And not on our own blog? Alternatively, could we get articles like this put on other relevant blogs?
Thanks!
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Internal Anchor Text Links
Hi How important are internal anchor text links & rankings? I'm researching competitors and am seeing a lot of internal anchor text links with keywords helping them rank - but they have these links in their menu which at the moment isn't possible for us. We can include our top level 1 categories, but nothing below this in the top navigation Thanks!
Intermediate & Advanced SEO | | BeckyKey1 -
Google WMT/search console showing thousands of links in "Internal Links"
Hi, One of our blog-post has been interlinked with thousands of internal links as per search console; but lists only 2 links it got connected from. How come so many links it got connected internally? I don't see any. Thanks, Satish
Intermediate & Advanced SEO | | vtmoz0 -
Ecommerce - Product Titles
Hi I want to find out how ecommerce sites optimise their product names: 1. When they have thousands of products 2. When some of their products are identical I notice on some sites, like this for example, they have no key phrases in their product titles http://www.argos.co.uk/static/Product/partNumber/6249346.htm How can this help for SEO? At the moment we optimise the titles as best we can for key phrases relevant to the products and differentiating attributes. Where we get stuck is, if their are 2 identical products - how can the content team quickly add a title which is useful for customers and search engines? Some products have no differences for us, but longer tail phrases are where we could get some good returns if the research is put in - it's just very labour intensive. Thank you
Intermediate & Advanced SEO | | BeckyKey2 -
Internal links to blog posts
I am linking manually to blog posts in my site from my Home page. Our site isn't set up with an auto "Recent Posts" that shows on Home. Should I use the exact blog post title as the anchor text or do I need to create something that is not an exact match to the title of the post?
Intermediate & Advanced SEO | | gfiedel0 -
Why the sudden link drop?
A the end of November I am showing that our total links were 118k. Current links are 22k. We changed sites early November so that was about three weeks before. What would cause the drop of about 100k links? Or where should I start investigating?
Intermediate & Advanced SEO | | EcommerceSite0 -
How deep should ecommerce categories be?
Hello, I have a client with 300 products. He's thinking of about 20 main categories built mainly with the user in mind. How deep should each category be? For example, 3 clicks from the home page, 18 products on 2 pages (9 products per page)? or 2 clicks from the home page simplifying as many categories as possible to get them on one page? or what is the best practice for product indexing and usability? Thanks.
Intermediate & Advanced SEO | | BobGW0 -
Using comment boxes for building links (the right way)
Some people see this kind of link building as spammy mainly because of automated systems I guess making it spammy. But what if you use your company name linking to your site to indicate who has posted it and then actually contribute some good discussion. A lot of these are no-follow (although I have got it into my head even though they are no follow not passing juice I still think Google counts the link and it does something). So I want to start doing some of this, for example squidoo. Lots of lens with great content that I could quite easily comment on with 50 words+
Intermediate & Advanced SEO | | activitysuper0 -
Are URL shorteners building domain authority everytime someone uses a link from their service?
My understanding of domain authority is that the more links pointing to any page / resource on a domain, the greater the overall domain authority (and weight passed from outbound links on the domain) is. Because URL shorteners create links on their own domain that redirect to an off-domain page but link "to" an on-domain URL, are they gaining domain authority each time someone publishes a shortened link from their service? Or does Google penalize these sites specifically, or links that redirect in general? Or am I missing something else?
Intermediate & Advanced SEO | | Jay.Neely0