Whether you already know it or not, one of the most important and effective ways of generating traffic for your ecommerce store is through running a blog. Blogging is a tried and tested method of building up your audience and generating more page views and sales for your business. Not only that – it improves your SEO ranking as well. By providing interesting, informative and relevant information about your business, products and industry, you can position yourself as an expert in your field, and boost your engagement with others. Here are 6 ecommerce blog post ideas to get your website noticed.
The typical online shopper does their research before making a purchase decision. And if you can provide the source of that research, that puts you in a very favorable position. To do so, you need to rank well for the keywords that your potential customers are searching for.
It is very hard to get a product page ranking for a strong keyword – the reason being that an information page will almost always beat you to number one. So what’s the solution? Become that information page yourself. Whatever your primary keyword or phrase that you want to rank for, whether it’s bike lights, vegan chocolate, coffee machines or handmade jewelry: create a ‘Guide To’ blog post and you are much more likely to rank well. Let’s look at some examples:
Online coffee store coffeebeanshop.co.uk sells a wide range of (you guessed it) coffee beans. But it’s also anticipated its customers’ interest in how to brew coffee. The result? Its Coffee Brew Guide, which ranks no.3 in Google.
Another example is the online bike store Wiggle’s buying guides. Wiggle sells bike tyres, and to help customers find which ones they should buy, they offer this useful bike tyres guide – just one quick link away from their complete range of bicycle tyres. It’s not rocket science.
Use a keyword tool such as keywordtool.io or ubersuggest.io to find great keyword suggestions for your niche, and create a guide that will be helpful for your customers when they come to search for the products you sell.
Another different (but similar) way of providing useful content to your customers is by answering Frequently Asked Questions. So why not put together an FAQs blog post to help you rank for common queries, and enjoy the traffic that these search terms generate? People use search engines to ask questions, as well as searching for keywords. Try using a tool like Answer the Public to see what questions users are asking – then provide the answers.
Dilmah Tea has used this strategy well in its FAQs About Tea section, addressing everything from caffeine levels and GMOs to teabag filter paper ingredients. What questions could you pose to help customers find your store?
As an ecommerce store owner, you likely have an interesting story about how your business came to be. What inspired you? How did it all come together? What has got you to where you are today, and what obstacles have you encountered? A nice way to bring more attention to your business is by telling your story. Include images if you have them to add color and bring the post to life. Humans are natural storytellers – we respond emotionally to stories in a way that cannot be replicated with a sales page.
SEO desktop program Screaming Frog has nailed its brand story with a graphical, interactive tale on its website that takes you all the way back to its days as frogspawn. A short 100-word paragraph is dedicated to each year of its growth. While you may not something this sophisticated for a small business, it is a great source of inspiration to get you started. How can you tell your own brand story in a unique and compelling way?
As well as telling stories about your brand, you can just as easily tell great stories about your products. Make them more than commodities – transform them into points of interest. As an expert in your chosen niche, who could be better placed to tell the world about what makes them great? From their materials and features to how they’re made, trust that your potential customers will be interested to know – particularly if you serve a very small and specific product niche. A ‘how it’s made’ article is SEO-friendly and bound to earn you some social engagement. Here’s an example:
Shoes of Prey is a bespoke shoemaking service that offers a step-by-step guide to how its shoes are made, including a video. Not only does this provide a unique insight for shoppers, but it also reminds them that each pair of shoes is uniquely made for the wearer – which is one of the store’s USPs.
A good way to earn trust in the ecommerce sphere is to position yourself as an expert, by demonstrating your industry knowledge and awareness of trends. Whether you pose your own views on a topic or simply link and comment to another interesting post you’ve found on the web, the key is to remain active and show that you’re not falling behind.
An industry insight post has high social sharing value, which means it could get you noticed by other players in the industry. If you run an online fashion business, why not write up your thoughts about the latest big fashion event? Or if you’re a health food store, why not review the best smoothie makers? Do not be afraid to link to suppliers of complementary products – they might just return the favor.
As well as posting regularly about your industry, your product range and your tips/suggestions for customers, don’t forget to keep them updated about interesting developments within your business. If you’ve recently attended a cool event, hired a new employee or test-launched a range of new designs, for example, tell your followers about it. Help visitors to feel engaged with your business by giving it a human face and showing a behind the scenes angle.
There’s no doubt about it – a content update can generate all sorts of new leads for your online business. But if you post no content at all, then you can be certain that your competitors will overtake. Try out these 6 blog post ideas for your ecommerce store, and let us know the results.