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Why do so many ecommerce sites have a blog? Is that because online shop owners love to write posts? Or perhaps they have a lot of spare time on their hands? Probably not. Although blogging is a lot of fun, it is also a great marketing and SEO strategy. And because of that, ecommerce site owners start a blog. Here, I’ll explain why blogging is such a great marketing and SEO strategy. On top of that, I’ll give some practical tips on how to set up a blog on an ecommerce site.

Why blog on an ecommerce site?

Inform your audience about you and your products

Blogging is a great way to inform your audience about your product. In a blog post, you can show how to use a product and why people should buy it. You can also tell your audience about yourself and your company. And you’ll be able to tell the story of your products from your perspective. If you’re, for instance, selling baby clothes on your site, a blog about children and children’s fashion is a great idea.

Stay top of mind

If you blog on a regular basis and share your blog posts on social media, you’ll stay top of mind of your audience. You want your audience to remember you, even when they’re not going to buy anything for now. If a visitor encounters one of your posts on how to dress children on a hot day, for instance, this visitor may not immediately want to buy new clothes for their children. But, they got to know you and your ecommerce site through your post. That way, you increase the chance people think about you when they DO need new clothes for their children.

Blogging is a great SEO strategy

Maintaining a blog contributes to SEO as well. Every time you write a new blog post, you’re adding fresh content, which Google likes. In addition to that, maintaining a blog will allow you to start writing content related to those keywords you would like to rank for.

Practical tips for your blog on an ecommerce site

What to blog about?

You can write about all kinds of things on your blog, but make sure to do proper keyword research first. You need to know what search terms you want to be found for. These keywords should be leading when you choose what to blog about. A keyword, however, is not a topic yet. You need an angle, a story around such a keyword.

A great way to come up with ideas for blog posts is by referring and writing about current events. Keep an eye on different news sites, and write posts in which you incorporate your views on the news in your niche. Another way to get ideas is to invite your audience to leave comments on your blog. It may take a while to get them, but you could receive some questions or feedback that are excellent starters for your next post. And if you’re still looking for inspiration, check out our 6 tips for coming up with blog ideas.

Make it readable

Whether your ecommerce site’s blog is about fashion and the latest styles, or the newest tech gadgets, it won’t have much benefit if it’s not readable. Readability is really important. Firstly, it helps Google to understand what your content is about, so you have a better chance of ranking for your keywords. Besides being better for SEO, it will be easier and more enjoyable for your audience to read.

Pro tip: If you’re using WordPress or Shopify for your ecommerce site, you can improve your blog’s readability and rankability using Yoast SEO for WordPress or Yoast SEO for Shopify.

The menu or top navigation of your site helps visitors understand what your website is about and what you’re offering. It should reflect the structure of your website. If you add a blog to your ecommerce site, you should make sure it also appears on your menu. A blog should be on your main menu.

I would advise you to set it apart from the categories of your ecommerce site. Put it all the way left (next to home), or all the way right in your menu, for instance. You should be able to click through to your blog from your homepage. After all, you want visitors to find your blog easily. And linking to your blog from your homepage will indicate to Google that your blog is important, which can increase the ranking of your blog. Also, make sure your blog is on the same domain as your ecommerce site, this way both your ecommerce site and your blog will profit from each other’s rankings.

Use of tags

If you have a blog on your ecommerce site, you’d probably write a lot on topics related to your products. Maybe about events where you use them, or what to use them for, how to use them best, comparisons between different products etc. Therefore, it makes sense that your tags will partly overlap with the product categories and subcategories of your shop. This is OK. Because in the end, you’d like to rank with those posts to draw people to the products you sell. And, if you group products, whether that’s in categories or tags, it’s easier to make them rank.

Social media and newsletters

If you start a blog on your ecommerce site, make sure to share these posts on social media as well. In addition to that, you should definitely send out a newsletter promoting your latest blog posts to your audience. People need a reminder of the existence of you and your blog once in a while.

Get more out of your blog with Yoast SEO

As I mentioned before, we have a product that can help you reach even more people with your blog when you’re on WordPress or Shopify. Yoast SEO can help you optimize your blog posts for both SEO and readability. This can benefit your rankings in the search results and help you keep people on your website.

Yoast SEO gives you understandable feedback that’s tailored to your content and that allows you to optimize your blogs right away! Helping you create blog posts that Google and site visitors will love. Check out our Yoast SEO plugin for WordPress or Yoast SEO for Shopify app to take your writing to the next level.

Conclusion

A blog is a great marketing and SEO tool for ecommerce sites. In your posts, you can tell readers about your brand and products, and perhaps also about yourself. Make sure to do proper keyword research before you write, and make sure your text is enjoyable to read. No excuses here, just start blogging!

Read more: How to start a blog »



Marieke van de Rakt

Marieke van de Rakt is CMO at Yoast. She loves writing about content SEO, speaking at WordCamps and improving Yoast SEO and the Yoast SEO Academy: the online courses platform.

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