If you run an online store and want to generate traffic, you need to work consistently to get good results. Optimizing your store with SEO practices, AdWords ads and email marketing will bring a large volume of visits to your store.
It has been shown that, to stand out from other online stores, adding a blog to your online store gives you the extra visibility you’re looking for. It’s the ace that will help you win the game of visibility and rankings against competitors.
Fortunately, content is gaining more and more weight both in eCommerce and on blogs, which is why many large eCommerce businesses hand this work to professionals to produce quality copy. Favors from your brother-in-law or the company’s newest intern no longer cut it, because content creation requires specialization. In many cases it’s the SEO agencies themselves that offer these services, since the real weight of content will help or hinder the true goal of an online store: more visits and more sales.
Quality and value in your content
Creating content for your blog isn’t easy, but when you get it right, sales are proven to increase considerably.
Many store blog posts don’t offer relevant content and fail to grab the user’s attention. How many times have we read “Casa Pepe, the best clothes on the market” or “The coolest clothes of the season”? The copy is flat, sparks no interest, and all we’ll achieve is that the user leaves without reading any further.
Users need us to catch their attention and answer their questions and doubts about the product. It’s easier to sell a product once its benefits and features have been explained in a more engaging way than on a product page. Stand out from your competitors and create fresh, original content.
Visibility to new audiences
What Google likes most is a constant flow of new content. In a store, products and categories don’t change continuously, as there’s no daily product turnover, so we aren’t offering anything new to please the search engine. But if we publish two articles a week, we’re providing new content to be indexed under your domain, which will help us rank ahead of others, reach a wider audience and achieve what really matters: conversion.
Humanize
Humanizing your eCommerce is essential because some users still don’t fully trust the online world. You need to be approachable and visible to build trust and get users to take action. On your blog, short videos introducing yourself, showing your products or even giving a look at your office or warehouse will add a fresh touch and break with the conventional. Videos bring virality that generates shares, helping you reach a wider audience when you spread them on your social networks.
Link to improve
This is the big goal, because what we’re after is quality links. The idea is to link your blog posts to the product pages in your online store. It’s a subtle way to invite users into our store and get them to browse our products carefully. Another way to showcase products is to add 2 or 3 related product cards at the end of the post, so we make sure the range we offer includes what the user needs.
SEO rankings
We’ve talked about rankings throughout this post, but it’s the real reason for creating a blog. All the actions above aim to drive visits, just like SEO, which tells us they must be inseparable friends.
In short, a blog is a great tool to increase the traffic and quality of your online store.
What are you waiting for to create yours?
