A lot of SEOs still talk about link building like it’s 2015. “Get backlinks” they say, as if that’s actionable advice for an enterprise company.
Here’s what actually matters for enterprise eCommerce in 2025.
The Problem with “Link Building”
When agencies pitch link building, they’re usually talking about:
- Guest posting to mediocre blogs
- Digital PR that gets links from news sites that don’t matter
- “High quality backlinks” that are neither high quality nor useful
For enterprise eCommerce, this is mostly noise. You don’t need more links. You need the RIGHT links.
What Actually Moves the Needle
1. Product links from legitimate publishers
If you sell products, links from genuine product reviews, gift guides, and editorial recommendations matter. The Wirecutter, Good Housekeeping, domain-relevant publishers.
These drive referral traffic AND signal topical authority. They’re hard to get, but that’s the point.
2. Industry credibility, not blog spam
One link from an industry association, trade publication, or recognised authority beats 100 links from random blogs.
For enterprise brands, credibility matters more than volume.
3. Fix your internal linking first
Many enterprise sites have poor internal linking. You could be wasting existing authority by not distributing it properly.
Before chasing external links, make sure you’re not bleeding authority internally.
What I Tell Clients
Stop obsessing over link building. Fix these first:
- Technical SEO - If search engines can’t crawl properly, links won’t help
- Internal linking - Distribute the authority you already have
- Content that deserves links - Create something genuinely useful
- Natural accumulation - Be excellent, links follow
Then, if you still need links:
- Focus on industry-relevant sources
- Pursue genuine editorial coverage
- Build tools or resources that naturally attract links
- Be patient
The Uncomfortable Truth
For most enterprise eCommerce sites, link building isn’t the constraint. It’s technical SEO, site architecture, and content strategy.
Agencies often sell link building because it’s recurring revenue. Not necessarily because it’s what you need.
Fix the fundamentals first. Links matter, but probably less than you think.
This is based on working with enterprise eCommerce brands where we focus on revenue, not link counts. Your mileage may vary.