Rachel Hobble
What if I told you one change on your eCommerce website could drive more traffic, increase conversions, and improve customer engagement? Having a blog on your site is a powerful way to communicate with your customers. Here's how blogging can work for you:
Search engines like Google love unique, original content. Having a site with targeted, optimized content will help to boost your overall search engine rankings and also help you stay relevant in the customer's mind. According to HubSpot, companies that publish 16+ blog posts a month get almost 3.5x more traffic than companies that publish 0-4 monthly posts. And longer content earns more social shares and backlinks, which also helps influence search engine rankings. Your blog can also serve as an important component of your internal link building, an on-page SEO strategy that can help improve visibility for your key pages. If you are looking to increase traffic to your website and expand your audience, blogging is the way to go.
Blog posts are also a natural way to answer customer questions and ultimately direct them to product detail pages. People are not as likely to share a link to a product page as they are to share a link to a helpful article with informative content (aka, a blog post!) So having that kind of shareable content on your site is crucial to increasing consumer engagement. For example, if you're a fashion retailer, you can post content on seasonal clothing trends, tips for styling certain clothes and accessories, or even posts on removing stains from certain fabrics. Be sure to link customers to your product pages in your posts. If a customer has asked a certain question about a topic relevant to your products, there's a good chance others are wondering the same thing. Your blog can act as a hub for sharing helpful content.
Aside from increasing SEO visibility and engaging your customers, having a blog on your site also allows you to contribute to industry discussions. If people are searching for articles on relevant industry topics and they are constantly coming across your blog, you will begin to establish your brand as a thought leader in that space. And in the future, consumers will be more likely to trust in and engage with your brand.
The benefits of blogging on your eCommerce site are undeniable. If done well and often, blogging can be a powerful new addition to your content marketing strategy.
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