There seems to be no shortage of bloggers online and a lot of good content out there on just about every topic imaginable. It’s not difficult to see why this is the case when you consider that creating a blog is easy and free.
If you’re running an online store, you may not have even thought about starting up a blog. You’d forgiven for believing that writing blog articles have little to do with selling products online.
However, as this article will show, there are a lot of good reasons to set up a blog on your eCommerce store; in fact, it is just about a must in many industries online and is becoming more important over time.
Let’s find out a few of the reasons why this is the case.
Helps with SEO
With the growing emphasis on content in terms of driving SEO juice, the importance of keeping an active blog to get your keywords ranked in Google and other search engines is more important than ever.
If you can figure out which keywords you’re most likely to rank for and those that are most relevant to your website, you can focus some of your blog articles on these topics and this will affect your results in the long run.
If Google sees that you’re talking about certain products on your blog, ‘sports equipment’ for instance, its association between your website and these kinds of search terms will be strengthened. Further, weekly or fortnightly blogging signals to Google that your website is being updated, which ensures it stays on Google’s radar, so to speak.
The most important thing when it comes to blogging for SEO purposes is quite simply to write unique, engaging content related to your products and general line of business.
If you can attract clicks and interest from people online, Google is going to notice and you’ll see the benefits of this. And the best way to get people interested is to make sure your content is excellent. It can even be worth hiring a writer to come up with interesting posts regularly.
In addition to improving your keyword ranks, posting blog articles is naturally going to get you more traffic as your posts start showing up on social media and in search engines too. A good, relevant article can spread like wildfire on Facebook, Reddit or Twitter, so always make sure you share your posts.
If you are blogging on relevant topics, you’ll find that the blog picks up some extra clicks from search engines, as the pages themselves start to get ranked. Someone searching for information – which is relevant to your industry or brand – may stumble upon your blog, navigate through some of the pages on your website and see something they like.
That’s why it’s really helpful to cater your posts to what people may be looking for. A blog article with the headline “Five pieces of sports equipment that make a good gift this Christmas’ for instance, will tend to pick up more clicks in Google because there are likely to be searches for this kind of information.
Builds your brand
One of the great things about blogging is that it gives you a platform to tell a story and give your brand something of an identity. When it comes down to it, this is one of the biggest benefits of social media as well; blogging helps you take this a step further and give readers a reason to connect and relate with your company.
Rather than always looking to promote your products and constantly trying to sell, social media and blogging is utilised best when it’s real, so to speak.
Depending on your brand, you may choose to speak about your own life, how the company come to be and where it’s headed. It’s all about telling a story! This is what people want to hear about and creating a brand identity is one of the most effective ways to establish ongoing relationships with your customers.
Demonstrates your expertise
Blogging gives you a means of conveying your own businesses knowledge and expertise about the industry and the products you are selling. This creates a sense of trust and comfort in the minds of potential buyers, which makes it more likely that they will buy from you.
That why it’s always important to give advice and show your knowledge in your posts; set yourself up as the expert in the field that knows as much about the topic as anyone. This can really have an impact on the way readers perceive your brand.
The addition of an interactive, visual and highly active blog also affects visitors in the way an especially well-designed website does; it can help your business seem more legitimate, genuine and competent.
That’s all great, but what do I blog about?
To put it simply, there shouldn’t be a limit on what you’re blogging about, provided it’s congruent with your brand. Some of the most successful eCommerce blogs draw on a wide range of topics, putting forward viewpoints regarding topics that may have a limited connection with the products the website is selling.
We wouldn’t discourage doing so, as long as it fits the culture and identity of your brand, which is something you have to build up over time.
Otherwise, don’t hesitate to blog about what is happening in your industry, new product releases, events, predictions for the future, how-to articles related to your field and general advice.
The key point is to try to be as objective as possible and don’t always be focused on your own products – recommend the products of other providers if you think they are good!
As this article has discussed, blogging can be very helpful as far as your bottom line goes, helping you to build traffic and convert.
If you’re after more advice on blogging or you’re interested in setting up your own onsite blog, feel free to give the WebCommander team a call today – we’d be happy to help you out and answer any of your questions.