Blogging for Ecommerce: the ULTIMATE Guide For Online Retailers

Blogging for ecommerce is the most powerful FREE tool an ecommerce businesses can use to improve rankings, drive organic traffic, increase brand awareness, and boost sales and yet it’s one of the most UNDERUTILIZED elements in ecommerce marketing strategies.

This guide dives deep into the importance of blogging in the ecommerce landscape, the types of content to produce, and best practices for optimization and tracking.

Whether you’re a seasoned ecommerce veteran or just starting out, producing content is ESSENTIAL and this guide will provide actionable insights on how to elevate your content marketing game and grow your business with content.

What is Blogging?

Blogging is like having your own online corner of the internet, where you can share your passions, knowledge, or experiences with the world.

Here’s what blogging entails:

Content is King (and Queen):

Variety is the spice of life: Blogs can incorporate various content formats – text is the mainstay, but images, infographics, videos, and even podcasts can be included. This keeps your audience engaged and caters to different learning styles.
Picking your niche: While some blogs cover a wide range of topics, many bloggers focus on a specific niche. This allows them to develop expertise and attract a targeted audience. Whether it’s fashion trends, travelogues, or tech reviews, there’s a niche for everyone.
Finding your voice: The tone of a blog can vary depending on the blogger and topic. It can be informative and authoritative, lighthearted and conversational, or even humorous and satirical. Finding your unique voice helps you connect with your readers on a deeper level.

The Technical Side of Things:

Finding your home: There are many platforms available to host your blog. Some popular options include WordPress, Blogger, and Wix. These platforms offer user-friendly interfaces and often come with free plans.
Building your online space: You can customize the look and feel of your blog to match your style and content. Many platforms offer pre-designed templates or allow for some coding for a more personalized touch.
Keeping it fresh: Regularly updating your blog with new content is crucial. This could be daily, weekly, or on a set schedule depending on your resources and audience expectations.

The Social Butterfly Aspect:

The power of comments: Many blogs have comment sections where readers can interact with the blogger and each other. This fosters a sense of community and allows for discussions and debates around the blog’s topic.
Spreading the word: Promoting your blog on social media channels like Facebook, Twitter, or Instagram can significantly increase your audience reach. Sharing snippets of your blog posts and engaging with potential readers can help you build a loyal following.
The blogosphere awaits!: There’s a whole world of blogs out there! Exploring other blogs in your niche or related areas can be a great source of inspiration and collaboration opportunities.

Blogging can be a rewarding experience, allowing you to share your passions, build a community, and even make a name for yourself online. Whether you’re looking to become a thought leader, establish a brand, or simply connect with like-minded people, blogging offers a powerful platform to do just that.

What is Blogging For Ecommerce?

Blogging for e-commerce therefore, is essentially content marketing specifically designed to attract customers to your online store. It’s like having a digital storefront window that lets you showcase your products and expertise, but in a more engaging and informative way than just product listings.

Here’s the gist of blogging for e-commerce:

Content focus: Instead of directly selling, you create valuable content related to your products and target audience’s interests. This could be buying guides, DIY tutorials using your products, industry trends, or even customer stories.
Goal: The ultimate aim is to attract potential customers who are actively searching for information related to what you sell. By providing valuable content, you position yourself as a trusted resource and build trust with your audience.

Think of it like this: instead of shouting at passersby to come into your store, you’re offering them a helpful guide or hosting an interesting talk related to what you sell. This piques their interest, establishes you as an expert, and makes them more likely to step inside (your online store) when they’re ready to buy.

“Blogging is not just about writing; it’s about creating meaningful connections with your audience and influencing them throughout the ecommerce sales funnel and purchasing cycle.”
Kristin Mark

Why is Blogging Important for an Ecommerce Website?

Blogging is essential if you want to grow your business organically. Organic always has been and always will be your highest converting channel and yet I’ve NEVER come across a store that is producing enough of the right types of content.

There are a number of benefits to blogging on your store:

SEO (Search Engine Optimization): Regularly publishing high-quality content can significantly improve your website’s visibility on search engines. This is a key component of ecommerce SEO. Not only will this drive targeted traffic through your posts, but rankings across your whole store will also benefit as a result of publishing regular content.
Ecommerce Traffic Generation: A well-optimized blog can attract potential customers to your site, increasing the chances of conversions. Up to 20-30 searches occur before the final ‘purchase intent’ keyword is entered. Your job is to influence potential buyers at every possible stage of the purchasing cycle.
Ecommerce Brand Storytelling: Blogs allow businesses to share their brand’s story, values, and mission, fostering a deeper connection with customers. Your blog is your voice, your PR machine, and your opportunity to communicate your message to your audience.
User-Generated Content: Encouraging customers to leave product reviews or share their experiences can provide valuable content and boost trust. Comments and engagement on blog posts can have an enormous impact on your blog post rankings. These signal to Google that your content is fresh, informative, and useful.
Affiliate Marketing & Blog Monetization: Through strategic partnerships and affiliate marketing, blogs can become an additional revenue stream if you decide to do so but my advice is to stick to promoting your own products.

Blogging is an underutilized marketing tool that every ecommerce store owner has at its disposal (or at least should have).

And for those that do produce content, many get it horribly wrong wasting time effort, and money. You can learn how effective your own blogging is here with this free YouTube Video:

What Are The Benefits Of Blogging For An Ecommerce Store?

The benefits of blogging for ecommerce business owners are huge, there’s very few that would disagree. Here’s a look at some of the main benefits:

1 – Increased Website Traffic

One of the primary benefits of blogging for an Ecommerce store is the ability to drive increased website traffic. Blogs draw in visitors actively searching for information related to your products. By creating content around relevant keywords and topics, you position your store as a valuable resource. Imagine blog posts like “Best Winter Jackets for 2024” or “Ultimate Guide to Choosing the Perfect Running Shoes” – these attract potential customers who are already interested in what you sell.

2 – Search Engine Optimization (SEO)

Blogging plays a crucial role in improving a store’s search engine ranking. By regularly creating high-quality, keyword-optimized content, Ecommerce stores can increase their visibility on search engine result pages (SERPs).

When potential customers search for relevant keywords or phrases, the blog posts can appear in the search results, leading users directly to the store’s website.

By incorporating SEO best practices such as including relevant keywords, meta tags, and optimizing page load speed, store owners can maximize the chances of their blog posts ranking higher on search engines like Google. The increased visibility, traffic, and conversions generated through SEO can significantly benefit an ecommerce store.

Crawl frequency and indexation speed is increased as a result of regular content publishing.

Another way that blogging can increase website traffic for an Ecommerce store is through social media sharing.

benefits of blogging for ecommerce - social media sharing

When blog posts are compelling and informative, readers are more likely to share them with their networks on social media platforms like Facebook, Twitter, and Instagram.

This social sharing not only exposes the blog post and the Ecommerce store to a wider audience but also drives traffic back to the website. ]

As the content gets shared and reaches new audiences, it can spark interest and curiosity, resulting in potential customers exploring the store’s offerings.

To maximize the benefits of social media sharing, Ecommerce store owners should include social sharing buttons on their blog posts, making it easy for readers to share the content with just a click.

4 – Backlinks from Other Websites

Having backlinks from reputable websites is essential for improving a store’s search engine ranking and increasing website traffic.

Blogging provides an excellent opportunity to create valuable content that can attract backlinks from other websites and industry influencers.

When other websites link to a store’s blog posts, it not only drives direct traffic from those websites but also signals to search engines that the content is valuable and trustworthy.

As a result, search engines are more likely to rank the store’s website higher in search results.

To attract backlinks, store owners can reach out to industry influencers, collaborate with other bloggers, or write guest posts on popular blogs within their niche.

Creating high-quality, informative content that provides value to readers is vital in encouraging other websites to link back to the store’s blog posts.

By focusing on SEO, social media sharing, and attracting backlinks, blogging can significantly increase website traffic for an Ecommerce store. In the next section, we will explore another crucial benefit of blogging: improved customer engagement.

5 – Improved Customer Engagement

In addition to driving increased website traffic, blogging for an Ecommerce store can also lead to improved customer engagement. Let’s explore how blogging can help build a community of followers and create a personalized shopping experience.

6 – Building a Community of Followers

A well-maintained blog can serve as a hub for creating a community of followers who are interested in the store’s products or niche.

By consistently providing valuable content that resonates with the target audience, Ecommerce store owners can attract regular readers who become loyal followers.

Through blog comments, social media engagement, and email newsletters, store owners can foster a sense of community and encourage interaction among their followers.

This not only helps build brand loyalty but also provides an opportunity for customers to engage with the brand and share their thoughts and experiences.

7 – Encouraging Customer Feedback and Interaction

Blogging allows Ecommerce store owners to interact directly with their customers and encourage feedback. By incorporating features such as comment sections, polls, and surveys, store owners can gain valuable insights into customer preferences, needs, and pain points.

This direct communication with customers through blog posts enables stores to gather feedback, address concerns, and make improvements based on customer suggestions.

By actively participating in the conversation and showing genuine interest in the customers’ opinions, Ecommerce store owners can build stronger relationships and cultivate a loyal customer base.

8 – Creating a Personalized Shopping Experience

Blogging provides an opportunity for Ecommerce stores to go beyond product listings and promotions and create a more personalized shopping experience for customers.

By understanding their target audience’s interests, pain points, and aspirations, store owners can tailor the content on their blog to address these specific needs.

Through informative and helpful blog posts, Ecommerce stores can provide guidance, advice, tips, and tutorials that add value to customers’ lives.

This personalized approach not only helps establish a deeper connection with customers but also positions the store as a trusted resource in their niche.

By incorporating internal links within blog posts to relevant product pages or resources within the store’s website, Ecommerce store owners can guide customers toward making informed purchasing decisions.

This integration between content and products creates a seamless and personalized shopping experience that can lead to increased customer satisfaction and loyalty.

9 – Establishing Authority and Expertise (EEAT)

Blogging for an Ecommerce store offers a unique opportunity to establish authority and expertise within the industry. Let’s explore how creating valuable and informative content through blogging can help build trust with customers. EEAT in content is essential if you want your content to rank.

10 – Providing Valuable and Informative Content

By addressing common pain points, offering tips and advice, and providing actionable insights, Ecommerce stores can establish themselves as a reliable source of information.

This commitment to delivering value through blog content not only helps attract and retain readers but also positions the store as an authority within the industry.

11 – Demonstrating Knowledge in the Industry

Consistently publishing high-quality and insightful blog posts showcases the knowledge and expertise of the Ecommerce store owners. By sharing industry trends, news, and analysis, store owners can demonstrate their deep understanding of the field and establish themselves as thought leaders.

When customers perceive an Ecommerce store as knowledgeable and well-informed, they are more likely to trust the store’s products and recommendations.

This trust can lead to increased customer loyalty and word-of-mouth referrals, both of which contribute to long-term business success.

12 – Building Trust with Customers

Blogging provides an opportunity for Ecommerce stores to build trust and credibility with their customers.

By consistently delivering valuable content, addressing customer pain points, and providing solutions, store owners can position themselves as trustworthy and reliable sources.

When customers trust a store, they are more likely to make purchases, engage with the brand, and recommend it to others.

Blogging allows businesses to establish a genuine connection with their audience and offer transparency through valuable insights and meaningful interactions.

By incorporating customer testimonials and success stories within blog posts, Ecommerce store owners can further enhance trust and credibility. Sharing real-life experiences and positive customer feedback reinforces the store’s authority and expertise in the eyes of potential customers.

Establishing authority and expertise through blogging not only helps Ecommerce stores earn the trust of their customers but also sets them apart from the competition.

13 – Boost Rankings, Traffic and Conversions

As soon as you start to produce and publish the right type of content on your blog, you will instantly see an improvement in rankings, traffic, and conversions.

Not only will blog content help you drive more traffic and conversions for search terms that your main store cannot target, but it will also automatically improve your rankings across your whole store.

This is because you’re improving your authority with Google every time you publish a quality piece of content.

Let’s explore how blogging can promote products within content, drive impulse purchases, and retarget interested blog readers for sales. Look at my client here – 5 x articles alone driving over $1500 per month.

Multiply that by 12, that’s over $18K per year additional revenue per year!

1 4 – Promoting Products within Blog Content

One way blogging can contribute to increased sales and conversions is by strategically promoting products within blog content. By seamlessly integrating product recommendations into relevant blog posts, Ecommerce store owners can create opportunities for customers to discover and purchase products.

For example, a fashion Ecommerce store can write a blog post on “The Best Summer Outfit Ideas” and feature its own curated selection of summer clothing items.

By showcasing how the products can be styled and providing links to purchase them directly from the store’s website, readers are more likely to be enticed and make a purchase.

By including compelling visuals, highlighting unique selling points, and using persuasive language, Ecommerce store owners can effectively promote their products and drive sales through blog content.

15 – Driving Impulse Purchases through Engaging Posts

Blogging can also lead to impulse purchases by leveraging engaging and persuasive blog posts.

By creating captivating content that resonates with readers’ desires or pain points, Ecommerce stores can generate an emotional connection that compels them to make a spontaneous purchase.

For instance, a beauty Ecommerce store can write a blog post titled “Get Ready for a Radiant Glow: The Must-Have Skincare Routine”.

By sharing tips, tricks, and product recommendations for achieving a glowing complexion, readers are more likely to feel inspired and motivated to purchase the suggested skincare products.

By incorporating internal links to product pages within the blog post and providing clear calls to action, Ecommerce store owners can streamline the purchasing process and capitalize on the immediate interest sparked by the engaging blog content.

16 – Retargeting Interested Blog Readers for Sales

Blogging also presents an opportunity for Ecommerce stores to retarget interested blog readers with relevant product offers.

By leveraging tracking pixels and cookies, store owners can identify blog readers who have shown interest in specific topics or products and retarget them with personalized ads or email campaigns.

For example, if a reader has previously read a blog post about “The Top 10 Fitness Gadgets”, the Ecommerce store can retarget them with ads featuring those gadgets or follow-up emails offering exclusive discounts on the products.

By reaching out to these warm leads who have already engaged with the brand through blog content, Ecommerce stores can increase the chances of converting them into paying customers.

Blogging offers numerous benefits for an Ecommerce store, contributing to its overall success and growth, ignore it at your peril.

What Types of Content Should You Write?

There are several types of content that you should write to influence potential buyers throughout every stage of the online purchasing cycle. This is where most bloggers get it wrong and produce content that drives no traffic and no sales. This type of content is a waste of time, effort and money.

That’s why you need a professional content marketing strategy.

Informational Content

This type of content seeks to provide answers, explanations, insights, or general knowledge about a specific topic or question. When someone conducts an “informational” search, they are looking for information on a particular topic rather than intending to make a purchase or perform some other specific action.

Informational content aims to educate or enlighten the reader without necessarily pushing for a sale or conversion and builds authority with Google and other search engines.

Dive Deeper: Google’s EEAT Quality Guidelines

Commercial Content

‘Commercial” content refers to content that is oriented towards comparing, reviewing, or informing about products, services, or brands, often with the intention of leading the audience towards making a purchase or considering a brand more favorably.

This type of content often aligns closely with the “consideration” phase in the buyer’s journey, where potential customers are researching and comparing options but are not yet ready for the direct sales pitch.

Transactional Content

“Transactional” content refers to content that aims to facilitate and complete a transaction or specific action, often leading the consumer towards making a purchase, signing up, downloading something, or another form of conversion.

This type of content is generally targeted towards users who are in the “decision” phase of the buyer’s journey, meaning they have already identified a need, explored their options, and are ready to take action.

In all my years of providing Shopify SEO Services, I’ve never come across a store that is producing enough of the right type of content. If you want a detailed analysis of your own store’s blogging and content marketing strategy then please take full advantage of our free SEO audit.

How Do You Know What Type of Content to Write?

Understanding your audience is key. Use ecommerce analytics and metrics to gauge what your audience is interested in. For instance, if a particular product is trending on your site, consider writing a detailed product review or a buyer’s guide around it.

The amount of content a store can write is limitless. Ensuring you’re creating the right types of content is essential though.

Ways To Write a Blog Post

With the emergence of AI SEO, You basically have 3 different ways to write a blog post.

Option 1 – Manually

The traditional, long hard way. Research your topic, outline your content, and start writing or pay an expensive agency, freelancer, or copywriter. Remember to incorporate SEO best practices and interlink relevant articles.

Leverage AI SEO content tools to streamline the writing process. These tools can provide content suggestions, optimize for keywords, and even generate content drafts. You have to be careful though, there’s a way to do it, and a way not to do it.

Option 3 – A Mixture of AI & Manual

Combine the best of both worlds. Use AI tools to generate a content draft and then manually refine it to ensure it aligns with your brand voice and message. That’s exactly what I teach in my ecommerce marketing course.

How Often Should I Be Posting Blogs?

The frequency of your blog posts depends on your business goals, resources, and the quality of content you can produce. However, consistency is key. Here are some general guidelines:

For Starters: If you’re new to blogging and you’re doing things the hard long way then aim for at least two or three high-quality posts per week. This allows you to gradually build your content library without feeling overwhelmed and will allow you to build up your ‘topical authority’ with Google and other search engines.
Growing Businesses: As you become more comfortable, increase your frequency to four or five times per week. Regular posting can help maintain and increase your site’s SEO visibility, it’s an essential part of the process that most ignore or do incorrectly.
Established Brands: If you have the resources, one or two posts per can be extremely beneficial. However, always prioritize quality over quantity. AI SEO now makes producing this level of content much faster, more accurate, and much cheaper.

“Consistency in blogging not only boosts SEO but also establishes your brand as a reliable source of information with authority in your niche.”
Kristin Mark

How to Optimize a Blog Post

Optimizing your blog post ensures it’s crawled indexed and ranked by Google as soon as humanly possible. Here’s a basic step-by-step guide:

Keyword Research: Identify primary and secondary keywords related to your topic. AI SEO content tools can be invaluable here.
Engaging Title: Your title should be catchy and incorporate your primary keyword.
Meta Description: Write a concise summary of your post, including the primary keyword. This appears in search results and can entice users to click.
Internal Linking: Link to relevant articles and product pages within your site. For instance, if discussing ecommerce platforms, you might link to a comparison article.
Images & Alt Text: Use high-quality images and include alt text with relevant keywords for SEO and accessibility.
Call-to-Action (CTA): Guide your readers on what to do next, whether it’s reading another article, checking out a product, or signing up for a newsletter.
Responsive Design: Ensure your ecommerce blog design is mobile-friendly. A significant portion of users might access your content via mobile devices.

What Do You Do When You Post the Blog?

After hitting the ‘publish’ button, your work isn’t done. Here’s a checklist to maximize your post’s reach through syndication.

Promote on Social Media: Share your post on all your business’s social channels. Consider using platforms like Facebook, Instagram, and Pinterest for social media promotion for ecommerce blogs.
Email Marketing: Send out a newsletter to your subscribers with a link to the new post.
Engage with Your Audience: Reply to comments and feedback on your post. This interaction can foster community and encourage more engagement.
Monitor Performance: Use AI SEO tools and Google Analytics to track and monitor how well your post is performing. These can provide valuable insights for future content.

How to Track Blog Post Performance

Understanding how your blog post performs is crucial for refining your content strategy. The quickest way to analyze your blog content is to login to Google Analytics 4:

Click on Engagement
Click on Landing Pages
Type in /blogs on the left-hand side above the words ‘landing page’

And you’ll see something like this…

Traffic Analytics: Tools like Google Analytics can show how many visitors and sessions your post attracts, their demographics, and their behavior. Most importantly, check for conversions.
Engagement Metrics: Monitor comments, shares, and time spent on the page.
Conversion Rate: If your post has a CTA, track how many readers take the desired action, be it signing up for a newsletter or making a purchase.
SEO Rankings: Track how your post ranks for its target keywords. Tools like Semrush can provide insights into your post’s SEO performance.

If you want to watch a short ‘how-to’ video you can watch my brief training on this on YouTube:

In Summary

Blogging for ecommerce is more than just a marketing strategy; it’s a powerful tool to connect with your audience, establish brand authority, increase your rankings, increase your traffic and increase sales across your whole product range if you do it right..

Following a proven formula

From understanding the types of content to optimizing and tracking performance, every step is crucial in creating a successful ecommerce blog and growing your business. Blogging is FREE, there are no costs so your ROAS is immense!

Blogging For Ecommerce FAQ’s

1. What’s the ideal length for an ecommerce blog post?

While there’s no one-size-fits-all answer, a typical ecommerce blog post can range from 500 to 2000 words. The key is to ensure the content is valuable, comprehensive, and engaging for the reader.

2. How can I come up with blog post ideas for my ecommerce store?

Consider your audience’s needs and interests. Use tools like Google Trends, customer feedback, and competitor analysis. Also, think about seasonal topics, product launches, and industry news.

3. Should I allow guest posts on my ecommerce blog?

Guest blogging can introduce fresh perspectives and expertise to your blog. However, ensure the content aligns with your brand’s voice and values. Always vet guest contributors and their content for quality.

4. How can I encourage user-generated content on my blog?

Promote contests, offer incentives for reviews, and create community-driven campaigns. Featuring user-generated content can also motivate other customers to participate.

5. Can I repurpose blog content for other marketing channels?

Absolutely! Blog content can be repurposed into newsletters, social media posts, infographics, videos, and more. This maximizes the reach and utility of your content.

6. How do I handle negative comments on my blog?

Respond professionally and constructively. Address genuine concerns and feedback, but consider moderating comments to filter out spam or inappropriate content.

7. Should I integrate my ecommerce blog with my online store?

Yes, integrating your blog with your online store can drive traffic directly to your products. It also enhances the user experience by providing valuable content alongside product offerings.

8. How can I monetize my ecommerce blog further?

Apart from affiliate marketing, consider sponsored posts, advertising, or offering premium content for subscribers. Always ensure transparency with your audience about monetized content.

9. Do I need to include images or videos in my blog posts?

While not mandatory, visual content like images, infographics, and videos can enhance the reader’s experience, making the content more engaging and shareable.

10. How do I ensure my blog content remains evergreen?

Focus on topics that have long-term relevance. For time-sensitive posts, consider updating them periodically to keep the information current and accurate.

Thank you for reading this comprehensive guide on blogging for ecommerce.

To get a detailed understanding of how good your SEO content marketing strategy, or if you are think of migrating to Shopify, you can get a free SEO audit or feel free to ask a question below!