Blogging for eCommerce: What You Need to Know

Blogs are individual informational, educational and entertaining articles on a website, a highly valuable tool for attracting website visitors via search engines. Blogs benefit eCommerce SEO because they:

  • increase visitor/user engagement
  • boost keyword optimisation
  • provides internal and backlinking opportunities
  • offers fresh and regular content
  • showcase your industry expertise
  • helps establish your brand voice and grow online visibility
  • gives value to your customers
  • helps convert visitors into customers
  • provides a sense of community
With research finding that 77% of internet users read blogs, if your eCommerce website does not have its own blog, you are majorly missing out!

Starting an eCommerce Blog on Your Website

A common question we are asked is if a blog should be on its own individual website, instead of being a part of the eCommerce website. The answer is that it should be on the eCommerce website, as you want this site to benefit  both SEO and visitor numbers. Having a blog on a separate website does not give your online store any benefits other than links to and from it, and as visiting the store requires further link clicking, visitor numbers are lower too.

Adding a blog page to your Website World site is quick and easy, as demonstrated in this video:

Once your blog page is set up, it's time to start adding your blogs. One way to do this is by following a content plan. This is a list of topics and publishing dates of new information to be added to your website. You will also find it useful and your blogs will convert better if you:

  • research your target audience - this is something you should already have completed having done so before setting up your website. It's likely that you've not researched about the types of blogs your customers prefer; informational, educational or entertaining, and the topics they want to read about.
  • analyse your competition - what blog topics are your competition writing about? How often do they publish a new blog? How do they promote it to their audience?
  • decide upon your specific topics - to attract customers for your products, your blog topics will need to be related in some way. Initially it is best to use highly niche topics which use long tail keywords, as you have a greater chance ranking well with these. However you can use short tail keywords too and use non search engine ways of promoting them.

Writing a Blog Using eCommerce SEO

eCommerce SEO is search engine optimisation specifically focused upon improving an online store's rank in search engine results pages. When writing a blog for your website, there are several key SEO features to remember to include:

  • Headings - it is important to use both H1 and H2 headings on your blog page. By default, your blog title will be an H1 heading, and you can select the second and so on headings to be H2. This shows Google where the most important content is and what the blog topic is.
  • Keywords - you should have completed keyword research which identified the best words and phrases to use in your blogs. Remember that only one keyword phrase should be focused on per blog, and this should be in the H1 and H2 headings, plus the first paragraph. Aim for around a 2-5% coverage of the keyword throughout the blog article.
  • Original content - forget using AI or copying a blog from another website. Google has demonstrated it will penalise websites who use excess AI generated and duplicated content. 100% original human created content on topics your target audience wants is always best.
  • Blog promotion - share your blog on social media and in bulk newsletters to tell people about it. Clicks through from social media are one of the considerations Google uses in its algorithms. 
  • Links - having both internal links within your website and those from other high ranking and relevant websites is good SEO practice. Carefully consider your choice of anchor text (the actual text that the link is made of), ensuring it is relevant to the specific topic on the page it is linking to.
  • Meta tags - Meta tags are small snippets of text which are mostly not visible to people visiting your website. They are however, text which search engines use to help identify what a specific page is about. Read our guide on how to optimise meta tags to learn more. 
  • User experience - consider how the blog page is designed, the size and placement of the text, any photos or graphics and the use of white space. These things will either help or hinder the page visitor, helping them decide whether or not to follow your call of action.
For more information on eCommerce SEO, be sure to read our growing number of SEO articles

Tags: seo  

Posted: Thursday 14 March 2024