This document provides an overview of link building strategies for ecommerce websites. It discusses evaluating potential link partner sites, different types of links, and techniques for finding and qualifying sites to approach for links, including using Google search operators to find existing resource pages that could link out. The overall goal is to focus on obtaining natural, editorial links from high-quality sites to help improve search engine rankings.

1. ECOMMERCE
LINK
BUILDING
How
to
Turn
Free
Tools
Into
Search
Rankings
1

2. About
Darren
DeMatas
Darren
DeMatas
has
an
MBA
in
Internet
Marke=ng,
but
hangs
his
hat
on
a
decade
of
experience
making
retail
brands
profitable.
He’s
marketed
global
Fortune
500
companies
and
small
1-­‐man
ecommerce
niche
brands.
He
is
a
Chris=an
that
some=mes
mixes
business
with
pleasure
:)
• Copyblogger
Cer=fied
Content
Marketer
• Google
AdWord
Cer=fied.
Keyword
Research
101
2

3. Now
That
You
Have
Your
Page
and
Keywords…
Time
To
Get
Some
Quality
Links
Link
Building
101
3

4. Before
You
Build
A
Single
Link…
You
need
to
know
the
absolute
basics.
4

5. Link
Building
101
① Types
Of
Links
② Evalua=ng
A
Site
③ Anchor
Text
④ Ecommerce
Page
Types
Link
Building
101
5

6. Types
Of
Links
① Links
That
Drive
Traffic
– Ex)
Social
Shares,
Paid
Ads,
Sponsored
Posts
② Links
That
Boost
Rankings
– Ex)
Men=ons
On
A
Trusted
Web
Page
③ Links
That
Do
Both
– Ex)
Men=ons
On
A
Popular
Web
Page
④ Links
That
Do
Nothing
– Ex)
Spam
Comment
Or
Link
On
A
Crap
Site
⑤ Links
That
Get
You
In
Trouble
– Ex)
Automa=on,
Directories,
Farms
Link
Building
101
6

7. Evalua=ng
A
Site
You
Might
Want
To
Get
A
Link
From
① Probability
and
Fit?
② Follow
Or
No
Follow?
③ Social
Proof?
④ Traffic?
⑤ Ranking
For
Any
Keywords?
Link
Building
101
7

8. Run
Away
If
① There
is
no
editorial
process
for
inclusion.
② Website
is
about
several
unrelated
topics.
③ There
are
hundreds
of
posts/pages
without
social
shares
or
comments.
Link
Building
101
8

9. The
Process
① Find
Sites
② Qualify
Sites
③ Find
an
“In”
④ Reach
Out
To
Get
Your
Link
Link
Building
101
9

10. Anchor
Text
101
• Exact
Match:
designer
bedding
• Par=al
Match:
luxury
bedding
• Related
Match:
luxury
linen
• Branded
Match:
Home
and
Hearts
• No
Match:
here
• Naked:
hlp://homenhearts.com/bedding/
luxury-­‐bedding
Exact
Match
Naked
Par=al
Less
Effec=ve
Safer
More
Effec=ve
Dangerous
Related
Branded
None
Link
Building
101
10

11. Ecommerce
Link
Building
Exact
Match
Link
Building
101
11

12. There
are
Hundreds
Of
White
Hat
Backlink
Opportuni=es
But
Today,
I
Want
You
To
Focus
In
On
Home
Page
And
Category
Page
Links
Link
Building
101
12

13. Where
To
Get
Links
From
Now..
① Resource
Pages/Links
Page
② Broken
Link
Building
③ Fresh
Web
Men=ons
④ Partners
and
Vendors
Link
Building
101
13

14. …The
Best
Place
To
Find
Links
is…
Link
Building
101
14

15. Google
Link
Building
101
15

16. Step
1:
Change
Search
Results
To
100
Per
Page
1
2
Link
Building
101
16

17. Step
2:
Change
Search
Results
To
100
Per
Page
1
2
Link
Building
101
17

18. Mastering
Advanced
Search
Operators
Is
an
essen$al
SEO
skill
Link
Building
101
18

19. The
Anatomy
Of
A
Search
Operator
Link
Building
101
19

20. Finding
Resource
Pages
With
Google
① “niche”
inurl:links
② Niche
inurl:resources
③ “niche”
other
resources
④ “niche”
“resources”
⑤ Niche
in=tle:links
⑥ “niche”
“useful
resources”
⑦ “keyword”
inurl:links
⑧ “keyword”
inurl:“useful
resources”
⑨ “keyword”
in=tle:links
Link
Building
101
20

21. The
Result:
Pages
That
Link
Out
To
Sites
Like
Yours
Link
Building
101
21

22. How
to
Turn
Resource
Pages
Into
Links
Qualifica=on
Link
Building
101
22

23. Qualifica=on
① Step
1:
Download
Moz
ToolBar
② Step
2:
Hand
Pick
The
High
Probability
Ones
③ Step
3:
Eliminate
Sites
With
Poor
Fit
and
SPAM
④ Step
4:
Find
a
“Quick
In”
With
Qualified
Sites
⑤ Step
5:
Build
A
Rela=onship
With
Authorita=ve
Sites
OR
Spend
More
Time
Finding
an
“In”
Link
Building
101
23

24. Getng
On
The
Radar
of
Authorita=ve
Sites
① Ask
About
Adver=sing
② Follow/Engage
Them
On
Social
Media
③ Join
Their
List
④ Comment
On
A
Blog
Post
Link
Building
101
24

25. Prospect
Qualifica=on
Is
THE
Biggest
Time
Suck
① The
Good
News
Is
You
Don’t
Need
A
Ton
Of
Links….
② Don’t
Pitch
Sites
That
You
Have
a
0%
Chance
③ Laser
Approach
④ Shotgun
Approach
⑤ Machine
Gun
Approach
Link
Building
101
25

26. Ultra
Fast
Qualifica=on
Vermont
-­‐
Not
Ideal
Fit,
Higher
DA
so
Lets
look
at
the
site.
OSU
Two
Lis=ngs,
Possible
In?
Ideal
Target,
but
not
a
blog
or
authority
site
–
find
an
easy
in.
Link
Building
101
26

27. Tips
On
Finding
Email
Addresses
① Contact
Page,
About
Page,
Footer,
Sidebar
② Staff
or
Faculty
Page
③ Google
Search
=
First
Last
dot
com
at
email
④ Use
A
Program
Like
BuzzStream
Link
Building
101
27

28. Laser
Approach
Resource
Pages/Broken
Link
Building
Link
Building
101
28

29. Step
1:
Test
Search
Queries
• luxury
bedding
Directory
add
• luxury
bedding
Directory
submit
• luxury
bedding
Directory
suggest
• luxury
bedding
Directory
post
• luxury
bedding
"submit
*
site”
• luxury
bedding
"submit
*
lis=ng”
• luxury
bedding
"submit
*
URL”
• luxury
bedding
"submit
*
website”
• luxury
bedding
"suggest
*
site”
• luxury
bedding
"suggest
*
URL”
• luxury
bedding
"add
*
site”
• luxury
bedding
"add
*
lis=ng”
• luxury
bedding
"add
*
URL”
• luxury
bedding
"add
*
website”
• luxury
bedding
in=tle:directory
• luxury
bedding
in=tle:resources
Link
Building
101
29

30. Step
2:
Refine
Search
Queries
• “luxury
bedding”
OR
“bed
linen”
in=tle:resources
-­‐alibaba.com
-­‐facebook.com
• “interior
decora=ng”
OR
“bed
linen”
in=tle:resources
• “interior
decora=ng”
OR
“bed
linen”
inurl:links
Link
Building
101
30

31. Step
3:
Find
and
Visit
Poten=al
Sites
Link
Building
101
31

32. Step
4:
Look
For
and
Follow
Any
Instruc=ons
Link
Building
101
32

33. Step
5:
No
Instruc=ons?
Check
For
Broken
Links
Link
Building
101
33

34. Broken
Link
Email
Subject:
Broken
Links
On
[Website
Name]
Hi
[First
Name]
I
was
checking
out
your
website
and
came
across
some
broken
links
on
[Page
With
Broken
Link].
[Broken
Link
#1]
-­‐
[Broken
Link
Replacement]
[Broken
Link
#2]
-­‐
[Broken
Link
Replacement]
Also,
if
you
have
a
chance
let
me
know
if
our
site,
[My
Page
URL]
will
be
a
good
fit.
Thanks
for
your
considera=on.
Thank
you!
Darren
DeMatas
352-­‐222-­‐9790
Company
Address
Link
Building
101
34

35. Step
6:
No
Instruc=ons?
No
Broken
Links?
Find
Another
In
or
Ask
Subject:
Ques=on
About
[Website
Name]
Hi
Kim,
My
name
is
Darren
DeMatas,
I
am
contac=ng
you
regarding
the
[Website
Name]
website,
specifically
your
important
links
page,
[Your
Page
URL].
I
wanted
to
introduce
my
website,
[My
Page
URL]
in
hopes
that
depending
upon
your
criteria,
I
can
learn
more
about
what
is
required
for
considera=on
for
inclusion.
I
would
also
like
to
learn
about
your
sponsorship
criteria.
We
can
offer
your
members
discounts
on
[Category].
Thanks
for
your
=me,
Darren
DeMatas
352-­‐222-­‐979
Link
Building
101
35

36. Shotgun
Approach
Broken
Link
Building
Link
Building
101
36

37. Step
1:
Find
Resource
Pages
① Use
search
queries
on
Google
Link
Building
101
37

38. Step
2:
Download
Chrome
Scraper
Tool
hlps://chrome.google.com/webstore/detail/scraper/mbigbapnjcgaffohmbkdlecaccepngjd
Link
Building
101
38

39. Step
3:
Scrape
Similar
Results
From
Google
Search
Link
Building
101
39
Right
Click

40. Step
4:
Export
Results
Into
A
Google
Doc
Link
Building
101
40

41. Step
5:
Copy
and
Paste
Results
Into
.txt
File
Link
Building
101
41

42. Set
Max
Depth
to
1
Report
Broken
Links
Ordered
By
Page
Step
6:
Edit
Xenu
Setngs
Link
Building
101
42
1
2
3

43. Step
7:
Go
To
File>Check
URL
List
To
Find
Broken
Links
Link
Building
101
43

44. Step
8:
Qualify
Sites
and
Find
Contact
Info
Link
Building
101
44
① Eliminate
Spam
Sites
② Find
Contact
Informa=on

45. Step
9:
Send
Feeler
Email
Link
Building
101
45
Subject:
Problem
With
[Website
Name]
Hey
[First
Name]
I
was
searching
for
[RESEARCH
TOPIC]
and
came
across
your
list
of
[TOPIC]
resources:
[Your
Page
URL].
Super
helpful!
As
I
was
checking
out
the
resources
I
hit
some
broken
links.
Let
me
know
if
you
want
me
to
send
you
the
short
list.
Cheers,
[YOUR
NAME]
PHONE
NUMBER

46. Bonus:
Machine
Gun
Approach
A
Broken
Link
Building
Tac=c
Link
Building
101
46

47. Step 1: Find Dead Domains
http://www.expireddomains.net/
Search
For
a
Big
Head
Term
1
Find
Sites
With
Domain
Popularity
(Linking
Domains)
2
Link
Building
101
47

48. Step
2:
See
Who
Links
In
and
Export
Data
Link
Building
101
48

49. Step
3:
Filter
Out
the
Spam
Or
Non
Relevant
Site
Using
Metrics
① Look
At
Page
Title
–
Is
It
Relevant?
Your
Language?
② Look
At
The
Anchor
Text
and
Text
Around
Link
③ Page
Type
of
URL
(Forum?
Blog
Post?)
Link
Building
101
49

50. Actual
Email
I
use
Subject:
Problem
With
[Website
Name]
Hi
[First
Name]
Just
wanted
to
let
you
know
that
on,
[Page
With
Dead
Link]
there
is
a
broken
link
to
[Broken
Site].
That
site
is
now
a
parked
domain.
Not
sure
if
you
knew,
but
we
also
have
a
lot
of
the
same
[Category]
stuff
on
my
website,
[My
Site
URL].
It
might
make
a
nice
addi=on
to
your
page.
Either
way,
I
hope
this
helps
you
out.
Darren
352-­‐222-­‐9790
Link
Building
101
50

51. Google
Alerts
For
Links
Turn
Men=ons
Into
Links
Link
Building
101
51

52. Step
1:
Set
Up
Google
Alerts
① Company
Name
② Brands
③ Products
④ Product
Categories
Link
Building
101
52

53. Opportunity
#1:
Unlinked
Brand
Men=on
Subject:
Ques=on
about
[YOUR
ARTICLE
TITLE]
Hi
[First
Name]
I
really
appreciate
you
men=oning
[MY
BRAND/PRODUCT]
on
your
ar=cle,
[YOUR
ARTICLE
TITLE]
I
really
like
how
you
went
into
depth
about
[SUBTOPIC]
It
would
be
awesome
if
you
could
add
a
link
to
[MY
WEB
PAGE],
so
that
your
readers
who
want
to
learn
more
about
[MY
BRAND/PRODUCT]
can
access
it
directly,
without
having
to
search
for
it
in
Google.
Thanks
again
including
our
[MY
BRAND/PRODUCT].
Cheers
Darren
DeMatas
352-­‐222-­‐9790
Link
Building
101
53

54. Opportunity
#2:
Supplier
Men=on
Subject:
Ques=on
about
[YOUR
ARTICLE
TITLE]
Hi
[First
Name]
I
was
on
Twiler
this
morning
and
I
came
across
your
recent
ar=cle,
[YOUR
ARTICLE
TITLE].
Awesome
work!
I
really
like
how
you
went
into
depth
about
[SUBTOPIC].
I
no=ced
you
men=oned
[SUPPLIER]
in
your
post.
I’ve
been
a
huge
fan
of
them
for
a
while.
We
actually
stock
all
their
products
on
our
website,
[MY
WEBSITE].
[Since
we
are
an
authorized
distributor,
we
actually
sell
the
same
products
for
less.]
It
might
be
helpful
for
your
readers
to
have
another
site
to
find
[SUPPLIER]
products.
Either
way,
keep
up
the
awesome
work!
Thanks
again,
Darren
DeMatas
352-­‐222-­‐9790
Link
Building
101
54

55. Partners
and
Vendors
Cover
Your
Bases!
Link
Building
101
55

56. Step
1:
Find
Pages
On
Supplier
Sites
① “where
to
buy”
site:yoursupplier.com
② “partners”
site:yoursupplier.com
③ “distributors”
site:yoursupplier.com
④ “order
online”
site:yoursupplier.com
Link
Building
101
56

57. Step
2:
Contact
Your
Sales
Person
Subject:
Sales
Promo=ons
For
[YOUR
PRODUCT/BRAND]
Hi
[First
Name]
We’re
launching
a
[YOUR
PRODUCT]
promo=on
and
I
need
a
lille
help
from
you.
I
no=ced
that
you
have
a
page
where
you
list
places
to
buy
[YOUR
PRODUCT/BRAND].
Is
it
possible
to
men=on
[MY
WEBSITE
URL/PRODUCT
PAGE
URL/CATEGORY
PAGE
URL]?
It
would
really
add
a
ton
of
credibility
to
our
sales
promo=on.
Either
way,
keep
up
the
awesome
work!
Thanks
again,
Darren
DeMatas
352-­‐222-­‐9790
Link
Building
101
57

58. Over
To
You
Download
The
Templates
Link
Building
101
58