The typical SEO article on link building might provide simple step by step procedures on how to conduct link building campaigns to increase search engine rankings. However, to focus on search engine rankings exclusively is to mistake “the finger for the moon,” to quote the wise words of Bruce Lee in “Enter The Dragon.” So, following this analogy, the moon would be the conversions of customers who visit your website. Each time a customer buys a product, registers or clicks on an ad, the website owners can then “bask in the heavenly glory” of achieving what any eCommerce merchant hopes to achieve: converting visitors into revenue! And while having high search engine rankings to relevant queries improves traffic, it’s only the finger that points to the moon, that is it’s only a means to an end.

This weeks article will provide some strategies for link building that goes beyond trying to improve rankings, but also provides ways to simply get the word out about your website/products. Running an eCommerce store is very much like running a brick-and-mortar business; you have to promote your products/services so that people know about them, understand their value and want to pay for them. For small start-ups, that means that networking is of utmost importance. Most link building campaigns will teach you to attempt to network through the Web by trying to get other to link to your site. The idea is, the more links there are to your site, the better the quality and more authoritative they are, the more natural traffic you’ll get to your site. In addition, since linking is an important factor in search engine algorithms, the website will also generally see significant traffic increases directed from search engines due to increased rankings in their results pages. This aspect of link building is generally referred to as weblinking.

In addition to weblinking, building links in the “real” world is just as important. While weblinking may direct a lot of traffic to your website, usually less than one percent actually convert. Let’s say for example you own a snowboarding supplies eCommerce site. Do you have friends who love to snowboard? Do you have family members who love to snowboard? Do they know people who love to snowboard? The answer to those questions (assuming people often have friends with similar interests) is probably, “YES.”

If you offer competitive prices, you can see how the value of each link has a significantly higher chance for conversion. The easiest way for you to link to those around you is simply give them a business card or two, tell them a little bit about what you offer, and why they should buy from you. (Offering the cheapest final price, i.e., product + tax + shipping, is always the best incentive. Fast service is a close second in my opinion.) Those who are hapy with your level of service are likely to come back and also refer friends. In addition, go to snowboarding competitions, conventions or just hit the slopes with cool gear from your store. If you see someone else using a product you carry, give them a compliment and ask them where they got it and for how much. If you can do better, say so and give them a business card. It would be a bonus if the card also acts as a promotional coupon with a code that gives the holder extra store perks. If someone asks you about your gear, tell them about your business and how you can offer them the best deal on the Web. It may also be helpful to offer bonuses to people you meet who refer others. But all of this depends on how competitive your prices are, and how good of a service you provide.

Good SEO and other forms of marketing will not be the deciding factor in a bright future for your eCommerce store; only good business practices can and will lead to success. This is just a snapshot of the infinite possibilities out there when it comes to promoting your website. The key is to be creative and understand who your customers are and how they think. More on this topic next week.