How to create backlinks
The complete guide
Written by Manuel Lamas 
| Updated:
Backlinks for your online store
You're a craftsman or a small business owner, passionate about your work, and looking to give a boost to your online store ? You're in the right place. In this article, I'm going to share key strategies to grow your business using link building, also known in France as net linking.
My name is Manuel Lamas, founder and CEO of KingEshop. Since 2007, I've had the great privilege of supporting over 130 000 online stores. This rich and varied experience has shown me what really works to attract customers and boost sales, especially for small businesses and artisans. What you are about to read is not theory, but practical advice proven in the field.
The goal of this article is simple: to help you understand how inbound links (backlinks) can transform your online store. We'll look at why these links are so important for your online visibility, how to get them, and most importantly, how to use them strategically to generate organic traffic consistently attract more customers.
You'll see these aren't complex strategies or ones reserved for big companies.
With a bit of strategy and a lot of authenticity, you too can build a link network that will sustainably boost your online store. Techniques like ninja linking — discreet yet effective — can help you get quality backlinks without seeming like you're cold pitching.
So, ready to unlock the full potential of link building for your business?
Let's dive together into this fascinating world, always keeping in mind that every action you take for your shop can make a huge difference. You are not alone in this journey: I'm here to guide you every step of the way.
But ... what are we talking about?
Before diving into net linking strategies and techniques, let's take a moment to lay the foundation. Why? Because understanding a topic always starts with mastering its vocabulary.
The words we'll be using throughout this article are not just technical terms; they are key concepts that will help you navigate the world of SEO with confidence. Without a good understanding of the definitions, it's easy to get lost or misinterpret essential ideas.
Net linking, like many topics related to organic SEO, is full of terms that may seem intimidating at first. But don't worry—each word has a precise meaning and a practical purpose. My goal here is to demystify these terms so you can use them wisely in your SEO strategy.
Frequently asked questions about net linking
• What is link building/net linking?
Link building, or net linking, refers to all actions aimed at getting inbound links (backlinks) from other websites to yours. These links help improve your visibility in search engines, as they are perceived as votes of confidence. The more high-quality backlinks you have, the more credible and relevant your site is considered by Google.
• What's the difference between link building and net linking?
Although the two terms are often used interchangeably, they sometimes reflect slightly different approaches. Link building is a broad term that includes all techniques for obtaining backlinks, whether local or international. Net linking, on the other hand, is often used in France to specifically refer to link creation strategies within a French-speaking or European context. However, in practice, the two concepts converge and share the same goal: improving your SEO by obtaining quality links.
• What is a backlink?
A backlink, or inbound link, is simply a link that points to your site from another website. It is considered a vote of confidence and plays a crucial role in improving your organic SEO.
• What's the difference between DoFollow and NoFollow links?
DoFollow links pass SEO authority from one site to another, while NoFollow links tell search engines not to follow the link. Both are important in a balanced strategy.
• What is an anchor text?
It's the clickable text of a link. It should be relevant and optimized to reflect the content it points to.
• What is Domain Authority?
It's a score that evaluates a website's credibility and relevance on a scale from 0 to 100. Sites with high authority offer higher-quality backlinks.
• What does the term Link Juice mean?
This term refers to the value or authority a link passes from one page to another. Quality backlinks increase link juice.
• What are contextual links?
These are links naturally embedded in a page's content, providing relevant context for users and search engines.
• What is a toxic link?
These backlinks come from untrustworthy or spammy sources. They can harm your SEO and should be identified and removed.
• What is a backlink profile?
It's the set of backlinks pointing to your site. A balanced profile includes links from diverse and high-quality sources.
• What is PageRank?
It's an old Google algorithm that assigns a score to each web page based on the number and quality of backlinks. Although less central today, this concept is still useful for understanding the importance of links.
• What are net linking campaigns?
These are strategic actions aimed at acquiring quality backlinks to improve a site's visibility.
Why these definitions matter
By understanding these terms, you'll gain a clear view of the fundamental elements of net linking. This will not only help you follow the advice in this article more effectively but also allow you to communicate clearly with providers or partners who may assist you in your SEO strategy.
Take the time to get familiar with these concepts. They are the key to building a strong and sustainable backlink strategy. The more you master this vocabulary, the better equipped you'll be to make informed decisions to grow your online store.
The importance of backlinks
Backlinks, those links pointing to your site from other web pages, are one of the fundamental pillars of organic search engine optimization (SEO). They play a crucial role in increasing your online store's visibility, especially if you're an artisan or small business owner looking to showcase your products online. But why are backlinks so important? Let's dive into the topic to understand their true value.
Why do backlinks matter so much?
Search engines like Google use backlinks as trust indicators. When a credible site links to your store, it signals to Google that your content or products are relevant and useful enough to be recommended. This vote of confidence boosts your online authority and increases your chances of appearing at the top of search results.
Backlinks and their impact on ranking
• Domain Authority:
The more your site receives links from domains with strong authority, the more your own authority increases. This directly helps improve your rankings for keywords that matter to your store.
• Direct traffic:
Beyond SEO, backlinks can generate direct traffic. For example, a blog mentioning your products can attract visitors interested in what you offer.
• Relevance:
Backlinks from websites related to your niche or industry strengthen your credibility. For a craftsman, a link from a decoration or DIY blog is far more relevant than a generic link.
Types of backlinks and their quality<
Not all backlinks are equal. Here are the main types of backlinks and their importance:
• Natural backlinks:
They are acquired without direct effort on your part, for example when someone appreciates your products and shares a link. They are especially valuable.
• Contextual backlinks:
Integrated into relevant content, such as a blog post, they provide added value for SEO.
• DoFollow and NoFollow links:
DoFollow links pass authority, while NoFollow links do not do so directly. However, the latter can still bring traffic and visibility.
• Toxic links:
Coming from untrustworthy or spammy sites, they can harm your SEO. It's crucial to identify and disavow them.
Mistakes to avoid
Despite their importance, it's essential not to fall into common traps:
• Massive backlink purchases :
Although tempting, this can lead to severe penalties from Google.
• Non-diversified link profile :
Having links from only one type of source can look suspicious.
• Ignoring toxic links :
Not monitoring and cleaning your backlink profile can harm you in the long run.
How to get quality backlinks?
• Create outstanding content :
Offer articles, videos, or guides that provide real value to your audience. This will naturally encourage other sites to link to you.
• Build partnerships :
Collaborate with blogs, influencers, or local partners to get mentions.
• Take part in events :
Conferences, trade shows, or workshops can be opportunities to generate backlinks from organizers' websites.
• Use local platforms :
List your store in relevant directories or community websites.
The future of backlinks
As search engine algorithms evolve, the importance of backlinks will not disappear, but their quality will always outweigh their quantity. Moreover, search engines will continue refining their analysis, favoring truly useful and contextual links.
In summary, backlinks are much more than a simple SEO technique. They are a gateway to greater visibility, increased traffic, and stronger credibility. For a craftsman or small business owner, investing in a backlink strategy can make the difference between a stagnant online store and a thriving one.
Why Net Linking Is Essential for Small Shops
Net linking, or link building, is often seen as a strategy reserved for large companies. However, it can be a powerful tool for small shops, artisans, and local merchants looking to gain visibility in the digital world. Here's why net linking is essential for your online store and how it can transform your business.
The impact of backlinks on an artisan shop's online visibility
Backlinks play a crucial role in improving online visibility. Each link pointing to your site acts as a recommendation, signaling to Google that your content or products deserve to be highlighted. For a craft store, this means appearing higher in search results and being discovered by more potential customers.
A craftsperson who gets links from niche blogs, local sites, or business partners can quickly gain credibility and attract a wider audience. In other words, backlinks are not just technical tools—they are a direct way to expand your reach.
How link building helps attract local and international customers
A good net linking strategy can reach different audiences:
• Local customers :
Backlinks from regional directories, local blogs, or online newspapers strengthen your presence in your community. For example, a craftsperson listed in a local business directory increases their chances of being discovered by nearby customers.
• International customers :
If you sell your products online abroad, backlinks from international websites or blogs help your store appear in searches by a wider audience. Imagine a French jewelry artisan getting a link from an American fashion blog: they can suddenly access an entirely new market.
Why even a small shop can compete with the big players thanks to a smart backlink strategy
Contrary to what one might think, small shops are not disadvantaged compared to large companies. In fact, a well-targeted backlink strategy can level the playing field. Artisans and small merchants often have an advantage: their authenticity and connection to specific communities.
A link from a blog passionate about crafts or handmade products can have a considerable impact, as it directly targets an audience interested in your products. Moreover, backlinks from niche sources are often more relevant than those obtained by large companies on generic sites.
Example: An artisan gaining visibility thanks to local blogs or associations
Let's take the example of a local potter who sells his creations online. By collaborating with a blog dedicated to crafts or a local association promoting handmade products, he gains a backlink to his store. This not only improves his ranking on Google but also helps him get discovered by customers who share a passion for craftsmanship.
By multiplying this type of initiative – local directories, partnerships with complementary artisans, or even collaborations with niche influencers –, a small retailer can significantly increase their visibility and sales.
Net linking is therefore a powerful and accessible tool, even for small shops. With a well-thought-out strategy, you can compete with the big players and attract customers far beyond your local market.
Simple and Practical Strategies to Create Backlinks
Net linking may seem complex at first, but there are simple and practical strategies that even small shop owners and artisans can implement to create quality backlinks. Here are some accessible approaches to boost your online visibility:
Create content that naturally attracts links
• Publish articles or tutorials about your handmade products :
Share your knowledge and expertise by writing articles or practical guides. For example, if you are a ceramicist, you could publish a tutorial on how to care for handmade pottery. This kind of useful and original content is often shared by other sites.
• Share the story of your brand and your products :
Customers love authentic stories. Share how you got started, the inspirations behind your creations, or the challenges you've overcome. These personal stories naturally draw attention and can generate links.
Establish local partnerships
• Collaborate with other artisans or shopkeepers for link exchanges :
Reach out to other businesses that complement yours and propose a partnership where you mutually mention each other on your websites.
• Join local online directories or artisan platforms :
List your store in regional or industry-specific directories. These links are often easy to get and strengthen your local presence.
Actively participate in online communities
• Niche forums :
Join forums related to your business. Actively engage by answering user questions, and mention your shop when relevant.
• Relevant Facebook or LinkedIn groups :
Get involved in groups where your potential customers are. Share your advice and products as part of constructive discussions.
Collaborate with local influencers
• Work with bloggers or micro-influencers close to your niche :
Identify content creators who share your values or are interested in your products. A collaboration, such as a product review or tutorial, can generate high-quality backlinks.
Leverage existing relationships
• Ask partners or suppliers to mention your shop :
If you work with suppliers or business partners, invite them to include a link to your shop on their website. It's a simple strategy that can pay off big time.
By implementing these strategies, you can build a relevant and effective backlink network, even with a limited budget. Every link counts, so start with simple actions and progress at your own pace to boost your online store's visibility.
How to Optimize Your Link Building Efforts on a Small Budget
For artisans and small shop owners, the marketing budget is often limited. Fortunately, link building doesn't require large expenses to be effective. With a well-thought-out strategy, you can get quality backlinks without spending a fortune. Here's how to maximize your efforts on a small budget :
Quality over quantity
It's tempting to try to get a large number of backlinks quickly, but that can backfire. Search engines like Google favor high-quality links from trustworthy and relevant websites. A single link from a niche blog or a site with good authority can have more impact than 100 links from unreliable sources.
• Example :
If you're a jewelry artisan, a link from a fashion blog or a specialized influencer will be more valuable than a multitude of links automatically generated on generic forums.
Find free or low-cost opportunities
• Partnerships :
Collaborate with other small businesses or artisans to mutually mention each other on your websites.
• Free directories :
Register your shop in local or niche directories that offer free listings.
• Local blogs :
Reach out to bloggers in your region or enthusiasts in your niche to offer them a chance to test or write about your products in exchange for a link.
• Public relations :
Write a press release about a new collection or event and send it to local media outlets.
Reuse existing resources
Turn your photos into engaging content: If you have high-quality images of your products, share them on visual platforms like Pinterest or in artisan galleries. These platforms often allow direct linking to your shop.
• Create videos or tutorials :
If you have videos showing how your products are made or how to use them, publish them on platforms like YouTube with a link to your shop in the description. Videos often attract natural backlinks.
• Downloadable guides and resources :
If you've already created guides or practical sheets for your customers, make them available for free on your website. Useful and well-designed resources tend to be shared and generate links.
By optimizing your resources and focusing on strategic actions, you can build a powerful network of backlinks while staying within your budget. These small cumulative efforts can make a big difference for your online store's visibility.
Mistakes to Avoid for Small Retailers
Link building can be a powerful tool to improve your online store's visibility, but it also comes with traps to avoid. For small merchants and artisans, certain mistakes can harm your SEO and waste your efforts. Here are the main mistakes to avoid and how to protect yourself:
Why avoid cheap link services
Low-cost backlink service offers may seem attractive, but they often mean low-quality links. These services frequently use automated techniques to generate hundreds or even thousands of links in a short time. However, these links usually come from untrustworthy or irrelevant sites, which can:
• Decrease your site's credibility :
Google analyzes the quality of links pointing to your site. Low-quality links can lower your ranking.
• Trigger penalties :
Algorithms like Google Penguin detect and penalize spammy practices, which can seriously harm your SEO.
The dangers of toxic backlinks and how to identify them
Toxic backlinks come from sites considered harmful or spammy. These links can appear in your profile without you being responsible, for example through automated services or negative SEO attacks.
Here's how to identify them :
• Suspicious sites :
Backlinks from sites with unclear content, strange domain names, or irrelevant languages are often problematic.
• Sudden spike in links :
A sudden and unexplained influx of backlinks may indicate abnormal activity.
• Lack of relevance :
If the sites linking to you have no connection to your industry or niche, those links may be seen as unnatural.
• To protect your site :
Use tools like Google Search Console or Ahrefs to regularly analyze your backlink profile.
Disavow toxic links using Google's disavow tool.
The temptation to use Private Blog Networks (PBN)
Private Blog Networks (PBNs) are networks of sites created solely to generate backlinks. Although this technique may seem effective in the short term, it carries serious risks:
• Detection by Google :
Search engines are becoming more sophisticated and detect artificial link patterns. This can lead to severe penalties.
• Loss of authority :
PBNs often rely on sites with low real authority, reducing their positive impact.
• Wasted investment :
Building or buying links through PBNs is costly, and the results are often short-lived and can vanish if penalized.
How to stay on the right track
Always prioritize quality over quantity in your backlink strategy.
Work with trusted partners and focus on natural, relevant links.
Regularly monitor your link profile to detect anomalies and take action quickly if needed.
By avoiding these common mistakes, you can build a sustainable and beneficial link building strategy for your online store. Focus on authenticity and relevance for long-term results.
Practical Steps to Start Your Link Building Strategy
For artisans and small business owners, getting started with link building can feel intimidating. However, with a structured approach, you can begin creating backlinks effectively and realistically.
Here is a step-by-step guide to lay the foundation for a solid strategy:
1. Analyze competitors' backlinks
Start by observing what your competitors are doing. Use accessible tools like Ahrefs, SEMrush or Ubersuggest to:
Identify the websites that link to their stores.
Spot link opportunities that you could also take advantage of.
Understand which strategies work well in your industry.
This analysis will give you concrete ideas to start building your own backlink network.
2. Create a content plan to attract links
Quality content is the foundation of successful link building. Here's how to structure your plan:
• Identify topics for your audience:
For example, tutorials, how-to guides, or articles about your handmade products.
• Create original content:
Publish blog posts, videos, or infographics that can be easily shared.
• Always include calls to action:
Encourage readers to share your content or use it as a reference.
A clear plan will help you stay consistent in your efforts and increase your chances of earning natural backlinks.
3. Prioritize actions with the best return on investment
It's important to focus your efforts on the most effective actions. Here's how to prioritize:
• Target relevant websites:
Look for blogs, directories or local partners that are directly related to your business.
• Focus on strategic partnerships:
Collaborate with other artisans, influencers or merchants for link exchanges or cross-promotions.
• Track your results:
Use Google Analytics or SEO tools to measure the impact of your efforts and adjust your strategy based on the data.
Practical example
Imagine you are a handmade soap maker. After analyzing your competitors' backlinks, you identify a beauty blog that frequently mentions handmade products. You decide to create an article about the benefits of natural ingredients in your soaps, which you share with that blog. In return, they include a link to your online store in their content. This type of targeted action can quickly generate positive results.
By following these steps, you can build a link building strategy tailored to your online store while optimizing your efforts for maximum impact.
Simple Tools to Manage Your Net Linking Strategy
Setting up and managing an effective link building strategy may seem complex, but thanks to some accessible tools, it becomes much easier. Here is a list of tools tailored for artisans and small business owners to analyze your links, identify opportunities, and track your progress.
Tools to analyze your links and those of your competitors
• Google Search Console:
Free and easy to use, this Google tool lets you see which websites link to your online store.
Identify existing backlinks, spot the pages receiving the most links, and monitor any technical issues.
Use the "Links" report to understand your backlink profile and evaluate referring domains.
• Ubersuggest:
This tool offers an affordable solution to analyze your backlinks and those of your competitors.
Spot link opportunities by studying the strategies of businesses similar to yours.
Ubersuggest also provides recommendations to improve your overall SEO.
• Ahrefs and SEMrush (advanced option):
Although more expensive, these tools are extremely powerful for advanced users.
Analyze backlinks, track competitor performance, and identify toxic links to disavow.
Platforms to find backlinks
• Directories of local artisans and merchants:
List your shop in relevant directories such as local chambers of commerce, craft platforms, or regional listings.
These links strengthen your local presence and attract qualified traffic.
• Local and niche blogs:
Reach out to blogs focused on your sector or niche. Offer guest content or partnerships to gain mentions.
For example, a food blog might mention a craftsman who makes kitchen utensils.
• Online groups and forums:
Actively participate in relevant discussions on forums or Facebook groups related to your business.
Include links to your site when it is relevant and helpful to other members.
Maximize the effectiveness of your tools
Use these tools regularly to track your progress and adjust your strategy.
Combine backlink analysis with concrete actions, such as creating engaging content or building local partnerships.
Don't hesitate to test different platforms to find the ones that best match your needs.
With these simple yet powerful tools, you can efficiently manage your link building strategy and give your online store the boost it needs to stand out.
Link Building Trends for Small Retailers in 2025 and Beyond
The world of link building is constantly evolving, and 2025 is no exception. For artisans and small business owners, new trends offer unique opportunities to strengthen their online presence. Here are the major trends to watch and leverage in the coming years:
Local relevance is becoming increasingly important
With the rise of local searches, Google is placing increasing importance on backlinks from local sources. For an artisan or small business owner, this means that links from regional blogs, local directories, or online newspapers from your city carry greater value.
Why does this matter? Search engines aim to deliver results that precisely match users' needs. Local links show that your store is relevant to a specific geographic community.
How to take advantage of it? Attend local events, collaborate with nearby businesses, and reach out to regional media to gain mentions and backlinks.
The role of authenticity in backlink creation
Consumers and search engines increasingly value authenticity. For artisans and small businesses, this can be a decisive advantage.
What this means for you: Large companies may lack authenticity in their communications. As an artisan or small business owner, you have the opportunity to tell your story in a sincere and engaging way.
Strategies to adopt
Create content that reflects your passion and values.
Collaborate with influencers or partners who share your vision.
Publish customer testimonials or stories about your products.
The impact of AI on link analysis
Artificial intelligence is changing the way backlinks are analyzed and evaluated. For small business owners, this opens the door to more accessible and powerful tools.
• Key developments:
AI-based tools like Ahrefs and SEMrush are becoming increasingly accurate in identifying link opportunities and evaluating their quality.
Google's algorithms use AI to detect artificial links, making backlink quality even more crucial.
• How artisans and small businesses can benefit:
Use AI tools to monitor your backlink profile and identify growth opportunities.
Analyze your competitors' strategies using automated solutions.
Invest in training or tutorials to learn how to use these technologies effectively.
Conclusion: Preparing for the future
Trends in 2025 show that link building is no longer just about the number of links, but about their relevance, quality, and authenticity. For artisans and small business owners, this means that a targeted and sincere strategy can compete with the efforts of large companies. By embracing these trends, you'll be ready to transform your online presence and attract new customers while boosting your visibility.
Conclusion: Your Guide to Attracting Customers through Link Building
Link building, or net linking, is much more than a simple SEO strategy: it's an opportunity to promote your online store, attract new customers, and strengthen your credibility in your field. Here are the key takeaways from this article:
The importance of backlinks:
They act as votes of confidence that boost your visibility on search engines.
Adapted strategies:
Creating quality content, building local partnerships, and engaging in online communities are accessible and effective methods.
Mistakes to avoid:
Avoid cheap services and focus on relevant, natural links.
Tools for success:
Platforms like Google Search Console or Ubersuggest can simplify the management of your strategy.
A personal note ...
As the founder of KingEshop and after supporting over 130,000 online stores, I can assure you that link building is a powerful weapon for artisans and small business owners. Don't underestimate the potential of this strategy. Every link you create is an open door to new customers and new opportunities.
I know it may seem technical or intimidating, but remember: it's a gradual process. Even small actions, like getting a link from a local blog or publishing an engaging tutorial, can make a big difference in the long run.
Take action starting today
Don't wait to set up your link building strategy. Here are some practical tips to get started:
Analyze your competitors' backlinks to identify opportunities.
Create an article or a video showcasing your expertise or your products.
Join a local platform or a relevant directory and list your store there.
Link building is an adventure that takes time and perseverance, but the results are worth it. So go ahead with confidence and make your online store shine on the web.
I'm here to support you every step of the way. Good luck on your journey, and remember: every link counts!
Thank you for reading this page all the way to the end!
