Today, we decided to answer the question why e-commerce websites need blogs. Our SEO team often faces the situation when they work with their client’s blog to make it work out for traffic generation. Now, they want to explain the benefits of having a well-organized and thoroughly written blog.
Spoilers first. It makes sense to update a blog regularly if you have one. And consider starting a blog even if the only thing you care about is to promote your online shop and drive sales. Actually, the latter is possible to achieve in case the content you prepare addresses the ‘wants’ of your target audience.
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Reason 1: You Can Boost Your SEO
E-commerce websites usually have plenty of product descriptions, technical details, and catchy headlines. Unfortunately, this is not enough if you want to improve your SEO rankings significantly. To attract new clients and engage your current consumers while dropping a few keywords, you can use your blog.
Your task is to write people-friendly content, get it indexed by search engine bots, and help your products stand out in search results. Remember about a few things, though:
- • Select specific keywords relevant to your business.
- • Feel free to use longer keywords.
- • Do some research and find out what keywords your competitors use.
- • Make sure that your target audience is interested in the topics you cover in your blog.
- • Provide links where necessary.
For more tips on an SEO content strategy for your e-commerce blog, check out this article and these guidelines.
Reason 2: You Prove Your Expertise
Today, people are used to doing some research beyond the deals, special offers, product specifications, etc. That is why they may willingly spend plenty of time on your blog figuring out the details. In a series of posts, you can address the questions your potentials and current clients may have.
The types of content may differ depending on what exactly you are selling. Either way, you can explain how to get the most benefits from your product, what tricks about the products may arise, and why to skip some offers altogether. In some cases, it is a good idea to publish interviews with experts, opinion leaders, and ordinary customers.
Our experts recommend you to
- • Ensure that your message is relevant to your brand.
- • Add value.
- • Explain how your business works, share some insights, and write about your experts.
- • Express your business values and corporate social responsibility policies.
Reason 3: E-commerce Business Can Start Conversation with Clients
Your blog is a good place to communicate with your target audience. For instance, you can answer a question asked in a contact form in detail. You can introduce a new product or service, warn about something, and help your visitors make a decision.
One of the best strategies from our experience is to write about the problems your potentials face and offer solutions that involve using your product. For an e-commerce business, it is important to retain clients who hit a dead end with something. Make sure to be there for your customer. Keep in mind that many people, especially younger generations, prefer searching for solutions themselves; rather than contacting consumer support or calling a manager.
If you still doubt whether to get started, follow these tips:
- • Compose detailed guides on how to use your products.
- • Make a video on how your products are manufactured, used, and recycled (if this is the case).
- • Create a FAQs section with short and clear answers.
This expert material will help you understand what to write your online store blog about.
Reason 4: This Is How You Can Build a Loyal Online Community
Usually, after a blog post, you can provide an opportunity to comment, like, and share, e.g. to engage with your content. This is how you allow your clients to provide their opinions on the topic. If you respond actively and honestly, this helps you build a loyal online community. Some of those people can become ambassadors of your brand.
To make people like your blog the most, do not hesitate to use these tips:
- • Create unique content.
- • Write for people, not for search engines.
- • Tell your story.
- • Show something that you care about.
- • Celebrate holidays with your clients and subscribers.
Final Thoughts
No matter what marketing budget you have, a blog is an effective and comparatively cheap form of digital marketing. Another great thing is that most relevant posts continue generating traffic for months. If you need any content marketing guidelines, feel free to contact us.
About the Authors
Promodo team
Marketing department
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