E-commerce, for many reasons, is more reliant on blogging for SEO than other fields. Optimizing for those long-tail keywords is ultimately impossible in most site categories or product pages, making blogging a key part of these content strategies.
However, a lot of companies may be frustrated when it comes to their traction in these areas, whether it’s less engagement or lower and lower rankings for their content. A refresh and refurbish may be necessary here, and we’ve reached out to e-commerce experts to talk about their thoughts on blogging, and how they set their content up for long-term success.
Do you think blogging for e-commerce is “dead?”
No, I do not think blogging for e-commerce is dead. The reason is, blogging or e-commerce is an easy way to rank your website for long tail keywords that product pages simply cannot rank for. For example, say you write an article about the best anniversary gifts and the search volume is high, but the competition is even higher. Most companies will use PPC or concentrated SEO strategies to rank for a keyword like this. However, if you write content like Best Anniversary Gifts for Him and/or Best Anniversary Gifts for Her, you can reduce the competition but still attract users who are lower in the conversion funnel. No category or product page is going to have the ability to rank for a keyword like that.
As long as your content is wholesome and researched, your website has topical relevancy to a user’s keyword query and you have a dedicated SEO strategy to rank your blog – your blog will never die.
Blogging for eCommerce is far from dead! When used correctly, it can be a great asset for both your website and your customers. At First Mats, around 20% of our organic traffic is generated from Blog articles but what’s more important is that these blog posts are targeted around specific topics that the customers find really useful. In short, a blog article can be used to answer questions related to your products and if these questions are regularly searched for on search engines, then you can expect to receive a lot of traffic on the back of it.
Strategic Marketing Director
First Mats Ltd
Blogging has always been an essential part of marketing and so won’t say that it is dead. However, more personalized content is preferred these days and therefore, the blogs that have reviews or opinions from real people who have actually purchased online and used the products are in vogue.
Also, I believe emails are more preferable for eCommerce businesses as a marketing tool since they can be personalized for each visitor on the eCommerce website. Special offers related to the items searched or selected by the visitors/customers can be targeted specifically in the emails.
Senior Content Writer
What sources do you use for blog post inspiration?
Inspiring creativity is about supplying your brain with the building blocks needed to make innovative new associations and spark creative ideas. The quickest way to do this is via the SubMerge technique that follows this simple process:
- Create a list of anchor topics you want to be creative with. This could relate to a specific product you want to sell, for example.
- Create an associated list of related terms for each topic (usually a straightforward Google search on the term will surface a good amount of related terms)
- Merge each associated list with each anchor topic.
Not every combination of anchor and associated topic will work well. Some concepts will be too closely related and won’t inspire unusual associations.
Many, however, will be loosely related. Your brain will have to jiggle and tweak the concepts to merge them into a workable new title.
The primary sources I use to come up with topics for blog posts are Google Keyword Planner, Answer the Public and Quora. In addition to the organic traffic from Google (i.e. SEO), I utilize Facebook ads to drive some visits to my eCommerce blog posts. To make the articles more effective, I make sure to add an infographic or a summary image at the end, which encourages sharing and linking.
Founder and Owner
How do you help drive further traffic to your e-commerce blog posts?
The target is to get my blog ranked on featured snippet (Zero ranking) to get the maximum traffic against a particular keyword. For that, I aim to rank my blog between 1 – 7 on SERP. To rank the blog on the first page I do email outreach to get backlinks from authoritative websites.
Within The Flow
Social media is an obvious response, but this is not the only thing we do. We link to our blog posts from the related product catalogs and we directly refer those posts to our customers, whenever we see they have trouble choosing the right part. For example, last month, our customer had problems deciding on the right cutter teeth model. We referred him to our post: Buyer’s Guide to Cutter Teeth, which helped him identify the right model fitting his equipment. If it wasn’t for our post, he would have purchased the wrong part and incurred high transport costs. He found the guide so useful, he shared it within his entire organization.
Online Content Marketer
Creating a great Instagram-centric content page does wonders. You can
leverage your existing Instagram following with an attention-grabbing
story, then direct people to your blog from there. It’s a great entry point
to drive longer engagement on your site and, eventually, get them to a
What content do you use to supplement your blog posts?
Hands-on reviews with unique research are the gold standard of e-commerce blogging. If you can test the product yourself and give results on its performance, you instantly gain more trust and credibility.
I also write about other topics that do not include my products, but that are complementary to it and interesting to my target audience. My product has to do with women’s fashion, so I also write and share about beauty products and natural health options. Women that are into fashion are generally interested in beauty and a healthy lifestyle as well. It’s a nice mix to keep your readers coming back.
Great custom images and user pictures are great to supplement your blog posts, especially on social media. Make yourself stand out with great tips, images, and blog content so that your target audience sees a variety of reasons to like you and go to your website.
Sensible Copy and Consulting