We have been working with Phonesmart Ltd, and helped them with link building for a few projects over the years, since 2018. One of their main ventures was Plunc.com which was an online “cash for gadgets” ecommerce website. 

Note: the business model of this site changed in recent years to move away from consumer recycling, so many pages selling items have been removed in 2023. But, we’ll talk about the success we had in those initial years with the heavier focus on buying and selling gadgets via the consumer-oriented pages.

In around 14 months, we built over 250 links, and helped Plunc lean off their reliance on paid ads, and instead bring in the vast majority of their traffic via organic search. 

The Ecommerce industry’s competitive landscape demands a strategic and nuanced approach to link building. It’s about more than just securing backlinks; it’s about creating connections that enhance both visibility and credibility.

With the ecommerce industry, some things you have to keep in mind:

  • Building links to commercial pages (i.e. category or product pages) will often require doing niche-relevant guest posts, as people won’t be likely to link to a commercial page for editorial value.
  • Product roundup lists, though, can work if you want to link to a commercial page. We didn’t do it extensively for Plunc, but we did this for another client in the Food Ecommerce space. 
  • Niche bloggers (either lifestyle or specific types of bloggers), may even want to review your product or service, in return for a link or a post about it.
  • HARO/PR platform pitching can also work, and you may find other than your niche-relevant queries –  you can comment on queries relating to general business and marketing topics, or topics related to supply chain and procurement. 
  • Many ecommerce brands don’t invest much time in their blog or in building linkable assets, but this will help you immensely if you can allocate resources to it. We would recommend creating free tools, calculators or assets that you know your target audience would find useful, and there are “linkable audiences” out there who will like it as well. It may also help you earn links passively.

How Plunc went from 1,931 to 31,000+ Organic Visits  

Plunc, specializing in electronics resale, faced the challenge of improving their online presence and search engine rankings to drive more traffic and sales.

Plunc aimed to rank for various terms associated with buying back electronics but was struggling to gain traction. They needed a strategic approach to link building that would not only improve their site’s authority but also enhance their visibility for targeted keywords.

Our strategy for Plunc involved a multi-faceted approach to link building, focusing on optimizing their content, creating high-quality resource links, and leveraging guest posts. 

We aimed to target niche-relevant platforms and forums that align with Plunc’s business model and audience interests.

We worked on enhancing Plunc’s existing content to make it more link-worthy, developed strategic partnerships for guest posting, and created resource pages that would attract backlinks naturally.


  • Significant increase in website visits from 1,931 to over 31,000, demonstrating a robust improvement in online visibility and traffic.
  • Increase in revenue from £16K to £137K
  • Notable enhancement in keyword rankings, solidifying Plunc’s digital presence and competitive edge in the Ecommerce space.

How LobsterAnywhere Doubled Revenue from Organic Traffic

We have worked with LobsterAnywhere, which is in the food ecommerce space, since early 2020, to present day (2024).

We took our TLG approach to link building and brought a holistic, link building strategy to the table – securing several hundred links in that time. 

This included everything from high tier media publications, to organizations in the seafood space, food bloggers, and specific sectors like BBQ, grilling and camping. 


  • Comparing year on year growth (2023 vs 2019), revenue from just direct/organic search/referral traffic grew from $608,000 to over $1.22 million.
  • Traffic numbers fluctuated throughout this time, due to site redesigns and technical & on-page SEO work, as well as pruning content, and content refreshes. However, success reflected in revenue growth, which showed the brand started to rank for the right term and was bringing in more qualified traffic. 
  • In 2024, traffic growth is moderate but still upward. A comparable month in early 2024 had ~$81,000 vs $61,000 in 2020 (despite the sectors’ boom period during the pandemic)