E211: Nick Altimore - How eCommerce Brands Win with Strategic Link Building: Systems, Tactics & Proven Results

In this episode, Richard sits down with Nick Altimore, a seasoned link building strategist and Director at SirLinksalot, to explore one of the most underutilised yet powerful growth levers in eCommerce, link building. Together, they break down what actually works in today’s SEO landscape, starting with foundational techniques like "pillow links" and moving into advanced tactics such as 301 redirects, digital PR and some unconventional strategies you probably haven’t tried yet. Nick brings real-world case studies to the table, sharing hard-earned insights on how to scale link building efforts effectively. He offers candid advice on when to outsource, when to keep it in-house, and how to make that call based on your business stage and goals. They also dive into competitive link analysis, uncovering how to identify and bridge link gaps and how to stay one step ahead of ever-evolving search algorithms. Whether you’re running a multi-million-pound e-commerce operation or just launching your first store, this conversation is packed with practical takeaways, expert-level guidance, and future-focused tips to help you boost authority, drive qualified traffic and climb the search rankings with confidence. Topics Covered  00:23 - eCommerce growth, link building insights 05:49 - Link building strategy for eCommerce 07:05 - Foundational link building essentials 11:07 - Longevity SEO strategies 14:18 - Domain flipping with expired sites 17:31 - Domain value in link building 22:03 - Honest business budgeting advice 25:29 - Steady revenue builds business success 27:20 - Expert link building for eCommerce 29:41 - Deep dive analysis in eCommerce 35:49 - Realistic SEO budget planning 36:40 Holistic approach to ranking success 39:52 - Exploring parasite SEO and trends 43:47 - Link building lessons from viral success 49:20 - Consistent content strategy key 51:44 - Reluctant approach to link disavows 53:34 - SEO's resilience and future outlook 57:38 - Book recommendation