Link Building for Ecommerce

[BeckyKey]

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?!

[Packaging-Group]

Here's a good guide from moz on this topic. https://moz.com/learn/seo/search-operators

[BeckyKey]

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!

[Packaging-Group]

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

[EGOL]

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.

[RayflexGroup]

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!

[BeckyKey]

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!