Your eCommerce Website Needs a Blog

July 8, 2016

Boost your SEO game and get noticed.


Bringing a blog onto your eCommerce website can “up your SEO game” by giving search engines (like Google) enough content and links to rank the site.


Product descriptions and headline tags are not typically enough to produce optimal search engine rankings. If your site doesn’t rank well, it probably won’t get noticed by your target audience.


Providing relevant and valuable content will help search engines crawl and index your content in such a way that your products or services reach the top for relevant searches.


Prior to starting a blog, you ought to research industry-specific keywords that can be included in your content. If the content is not relevant, the search engine may not pick it up.


Here’s another suggestion: write your blog articles on topics that your target audience will engage with (which directly depends on the products and services you are selling).


Sperry’s, a successful shoe brand, does a great job with this. Their primary sales are boat shoes, and what are most of their blog topics on? Boating, sailing, and watersports. It doesn’t get much more relevant than that.


Sperry_Blog


For example, while doing a Google search for ‘boating shoes,’ Sperry’s is the first non-sponsored brand that comes up.


Sperrys2


Tell your story and start a conversation.


Does your brand or product tell a story? Blog’s are a great medium for storytelling, due to the components of blog writing: a headline, a block of content, and interesting visuals.


If you are a business owner, or you run the storefront, chances are that have a cool story. It might be about how you founded your brand, or even about your customers. Blog, tell that story, and capture your customer’s attention.


A great example of a brand that does this phenomenally is Tom’s, whose brand focuses on the culture of giving. Tom’s is well known for it’s ‘one for one’ model: when you purchase a pair of shoes, the company gives a pair to a child in need.


Toms_Blog


Since 2006 Tom’s has given over 15 million pairs of shoes to kids in need.


This is how they built their brand; by telling their story, and continuing to do so through their blog, brand and social media presence. It is not all about their product, but their brand, story, and community.


Establish a loyal community and boost conversions.


Tom’s Chief Digital Officer stated at the ANA Digital conference that when they engage with their customers, it’s about “becoming part of the movement” in which people are passionate about, and not just selling a pair of Tom’s.


When you blog about what your customers are passionate about, they are more likely to become connected with your brand and make a purchase from your online catalog.


Relevant blogging means that you are contributing towards building a tight-knit community around your brand, especially when your posts are paired with social media. Being able to comment on a brand’s post allows the user to feel that their view is important, which also contributes toward the building of a community.


Covering trending topics, and allowing your customers to share their views can help build your brand and relate to your business, which can ultimately drive a high conversion rate.

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