Link building for ecommerce strategies under 40 chars
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This document provides 12 link building strategies for ecommerce websites: [1] Reverse engineer competitor guest posts; [2] Reverse engineer badge-baiting; [3] Create amazing 404 pages; [4] Add Easter eggs to product pages; [5] Create fake products; [6] Send physical items to customers and influencers; [7] Embed shareable lists on pages; [8] Add explanatory videos to product pages; [9] Send branded USB sticks to customers; [10] Create evergreen URLS for products; [11] Launch shareable challenges; [12] Find and recover wasted links from the past.
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Link building for ecommerce strategies under 40 chars
- 1. Link building for ecommerce CRAIG BRADFORD SEO Consultant, Distilled craig.bradford@distilled.net @CraigBradford
- 2. 1 - Reverse engineer competitor guest posts
- 3. Let your competitors do it for you… @CraigBradford
- 6. 2 - Reverse engineer badge - bait
- 7. 29k Tweets, 14k FBL
- 8. 29k Tweets, 14k FBL
- 9. 3 – Amazing 404 pages
- 11. 94,527 Visits 1000+ Links 60 Linking root domains @CraigBradford
- 14. 4 – Easter eggs
- 20. 20,000 Links 2,600 LRD 9K+ Tweets 100k+ Likes @CraigBradford
- 21. 5 – Create fake products
- 23. 48 Links 34 LRD 100+ Tweets 4k+ Likes @CraigBradford
- 24. 6 – Send something physical
- 29. 7 - Embeddable lists
- 30. This is a good start… @CraigBradford
- 31. Embeddable competitions are better Deep Links :) @CraigBradford
- 32. 8 - Add video to product pages
- 33. @CraigBradford
- 34. @CraigBradford
- 35. @CraigBradford
- 36. @CraigBradford
- 37. 9 - Send branded USB sticks
- 39. 10 – Create living URLs
- 40. Title: Buy the iphone 4 Today! URL:www.example.com/iphone4 @CraigBradford
- 41. Title: Buy the iphone 4 Today! URL:www.example.com/iphone Title: Buy the iphone 5 Today! URL:www.example.com/iphone @CraigBradford
- 42. 11 - Create a challenge
- 44. 29k Tweets, 14k FBL, 200+ LRD
- 45. 29k Tweets, 14k FBL, 200+ LRD
- 47. 12- Recover wasted links
- 50. Questions? CRAIG BRADFORD SEO Consultant, Distilled craig.bradford@distilled.net @CraigBradford
Editor's Notes
- Craig Bradford, SEO consultant at DistilledTitle is misleadingWant to make sure everyone goes back to office on Monday with actionsI only have 20 minutes or so, so let’s dive straight in
- Number 1Guest posting is a great way to get nice links, not only do you get contextual links, you often get targeted anchor text as wellThe problem is it can take a lot of time, and isn’t very scalable. It doesn’t have to be this way though, there’s an easier way.
- I’m seriousIf you can find just one of your competitors guest psots, chances are you can find a lot more of them
- People are lazy, people like to copy and pasteHow many timesCopy and paste into Google and you’ll get results like this
- You now have a list of sites that you know accept guest postsYou now have a list of sites that your compteititos have researched for youNow you just need to to outreachThis is so easy and takes hardly any time at all
- There’s nothing new about badge bait, it’s a fairly old link building tactic The idea being that you give out blogger badges or rewards for people to display on their site, like this one:
- This badge then links back to your siteIf done successfully this results in thousands of links per siteBut like guest posting this can take a lot of time
- A full list of all the sties that have embedded your competitors badgeThey’ve done all the work for youDon’t use anchor text
- The primary function of a 404 page is to tell people that the page they are looking for can’t be found, but they can be so much more.No only can they get you links, they can get you traffic, a lot of traffic.
- This is the Distilled 404 page. To this day this page holds the record for driving the most traffic to the Distilled site in a single day
- Over 94,00 visits in a single dayAnd this page gets links, a lot of links - from a lot of different sites60 linking root domains is a big deal for any piece of content never mind a 404 pageThis is what that looks like:
- It’s a big deal.The reason we got so much traffic that day was because it made it to the front page of Reddit.I know what you’re thinking, that’s lucky, it was a fluke, I could never get to the front page of redditSo what! You don’t need to!You don’t need to hit the front page or reddit to get links, sure the traffic is nice, but as a link building tactic, what matters most is that it’s good enough to get the attention of people like this:
- These are the people that are going to link to you,This is the reason to make an amazing 404 page, if you get a spike in traffic it’s a traffic is a bonus.
- The main reason link building to e-commerce sites is so hard, is that people have no reason to link.Pages serve their primary function and nothing else. To change that you need to make amazing pages, one way to do that is through the use of easter eggs. Easter eggs are hidden or unusual features of a webpageThey can be a great way to turn a regular page into something special and link worthy.
- This is a great example of doing exactly that.This is a dutch retailer Hema.nl I can’t show you now but I highly recommend looking at this page. When the page loads it’s start a whole series of events, knocking all of the products into each other and setting the page on fire.This was a huge success
- This is a great example of doing exactly that.This is a dutch retailer Hema.nl I can’t show you now but I highly recommend looking at this page. When the page loads it’s start a whole series of events, knocking all of the products into each other and setting the page on fire.This was a huge success
- This is a great example of doing exactly that.This is a dutch retailer Hema.nl I can’t show you now but I highly recommend looking at this page. When the page loads it’s start a whole series of events, knocking all of the products into each other and setting the page on fire.This was a huge success
- This is a great example of doing exactly that.This is a dutch retailer Hema.nl I can’t show you now but I highly recommend looking at this page. When the page loads it’s start a whole series of events, knocking all of the products into each other and setting the page on fire.This was a huge success
- 20,000 links from 2600 linking root domainsDid well on socialThis is just one example, but sites like Google, Facebook and Amazon all have Easter eggs on their site.Sites like techcrunch and mashable write round ups of the best ones as well
- If done correctly, fake products are a great way of attracting a lot of links to your site.Obviously you don’t let people actually order the productFunny or timely products to get attention of bloggers and journalistsThinkgeek
- They have a can of Unicorn meat on their siteDoing things like this doesn’t cost a lot either, you could get a student to do this in Photoshop for hardly any money at all.
- This did pretty well, 34 Linking root domains, and it did well on Social networks as wellThe best part though is that this will continue to get linksPeople use this as an example all the time and it’s not time sensitive so can live on the site forever.
- We live in an online world,We send bloggers content and badges to display on their site and if they’re lucky sometimes a discount codeBut when was the last time you sent something physical?When was the last time you actually posted a letter or a gift to a blogger or website that you wanted something from?Everyone loves getting gifts, especially ones that arrive in the post and you can actually hold in your hand
- Kotex took advantage of this and used Pinterest to run a very successful campaign. Don’t have time for videoThey found 50 influential women on Pinterest, To receive gift they had to re-pinNot only did this do well on Pinterest, people were sharing on Twitter, Facebook and even InstagramThis was the result:
- For just 50 gifts they got thousands of interactions and brand awareness.This is an amazing example but the reality is doing something like this is unrealistsic for most businessesI have an easier way
- Amazon allowyou to make a wish list on their siteMost people know that.What most people don’t know is these lists are publicYou could go to Amazon right now with nothing more than my name and find my list
- Think back to what I just said about sending something physicalFind an influencers list and get links for themGo to amazon, enter their name and find something on their list and send it to them, it doesn’t have to be something big or expensiveDoesn’t need to be expensive, just send it with a note
- Remember earlier when I said amazon allow you to make lists
- I think they are missing a big opportunity here. What if I want to embed on my site?I would need to copy the images and upload them, which is a pain.
- Why not make it easy for people to embed?Photography example – get’s traffic and deep linksBetter yet, run a competition to win a £500 spending spreeFocus on one niche
- Casey Henry at SEOmoz did a study on what types of pages get more links.
- This was the resultsNot surprisingly pages that used all three media types, Text, images and video attract a higher number of links than those that don’t
- Zappos are a great example of this, They are a shoe company that set out to create 50,000 product videosThat’s a huge task but not an impossible one
- If you have a smart phone you can start doing this now.Zappos started of with one guy with a flip camera in a conference room.This was the result:
- Adding these videos helped to more than double the number of Linking root domains pointing to the site.Forgetting links for a minute, this just makes sense from a business point of view. Even you don’t get any links, I bet your conversion rate will improve, so just do it.
- Remember what I said about sending something physical, this is a variation of that but also plays on the idea that people like to feel specialEspecially bloggers. Bloggers are always looking for something to write about, even better if it’s exclusive.Next time you have a new product release or a new range of products coming out.Get some really nice pictures and send them to bloggers.
- For example if you were a jewelry company, you’re going to be getting lots of pictures of the products anyway and your not going to use them allYou might as well put the spares to good use. Stick them on a branded USB stick and send them to a few of the key blogs that you would like coverage from.Put a note a long with it or even phone them to say you love their blog and would love them to be one of a few bloggers to get a hold of the images first. Links plus a good relationship
- Like the top pages report, this isn’t a link building tip as such, it’s a way of thinking Lots of ecommerce sites have seasonal products, Christmas, Halloween or just frequently updated products like the iPhoneWhere a lot of websites go wrong is they focus on the short term wins. So for example they might have a page selling an iphone 4 that looks like this:
- Well optimised title and URLFien until the iphone 5 comes out301 etcBetter idea is to think of the long term
- Create a page like this first exampleUse the number 4 in the title tag but not the URLNow when the iphone 5 comes out, you just update the title tag like the second example without having to redirect anythingYou now have a fresh page that already has a head start on competitors as the page already has link s pointing at it.
- People love it when we set them challenges, people love to feel they have achieved something,More importantly from a marketing point of view is that they love to share with people when they take challenges and even more so when they achieve their goalfoursquare
- Codecademyare a great example of this, they launched a microsite, new lesson every dayThey knew their audience and set them a challenge, when someone signs up they were prompted to share it with their friends which of course lots of people did because it makes them look good. 200 LRD did very well on social as wellGreat example for living URLs
- Top two positions for learn to codeThis also works for ecommerce
- Maximuscle are an ecommerce site that sell sports supplements,They created this microsite for one of their products, they called it the 30 day Cyclone challengeDiscounted products, diet and exercise planThey also set up a microsite as well as promoting the regular siteThe microsite got somewhere between 20-30 LRD and they later 301 redirected the site to their product pageGive it a try, make a challenge out of your products, not only will you make more sales, you’ll get a bunch of links.
- This is really simple but it’s too easy not to mention.This isn’t a way to build links, it’s a way to get back links that you’re wasting or have already lostWhen you go back to the office, do this for all your clients, it will take two seconds and could result in thousands of links.
- I used the Rozetka site for this example to show that even big sites aren’t perfectTake the URL and put it into Open site explorer Click the top pages report and export to CSVYou’ll get a spreadsheet like this
- You can then use filters to show only pages that have a 404 or 302 response.In the case of Rozetka they had thousands of links pointing to pages that were either 302 redirects or 404 errors.Fixing these alone could be the best link building this site ever does, it would instantly get them over 3000 linksI highly recommend you try this for your clients sites.