Nowadays blogging is very popular, but despite this, there are a lot of online stores that don’t have their blogs. It may happen when a website’s main purpose is to sell products, there is no urgent need to add blog content. But it is important for merchants to understand all the benefits that the online store can get from the blog. Some advantages are described below and may bring new ideas for using blogs in e-commerce business.
The blog is an informational website where articles or notes are regularly published and displayed in chronological order from the most recent post to the oldest ones. For e-commerce, the blog has to be related to the online store niche and its product types. So, there are some advantages from the blogging activity.
1. A blog gives more detailed information about online store products.
This is the first thing that comes to mind. It is not such a good idea to publish long text on the product pages. Visitors expect to see only general information here just to catch the main product characteristics or technical data. Primarily, the blog is created for customers. Any detailed analysis and descriptions on using certain products with examples, illustrations and useful tips are accepted here.
2. A blog can help to build and develop semantic kernel of online store.
As it was noted above, the content on product pages has its own specific format and it is not always possible to publish all product information here. You can create more optimized content for search engines with well-analyzed search keywords and include necessary words and expressions to the blog articles. But what is more important, you can reach closely related topics and expand the semantic kernel even more.
For example, if the online store specializes in high quality leather accessories, this store’s blog can include article about the production process. The article can contain more specific terms, names, physical characteristics and supporting illustrations. This approach is effective to promote the store for low-frequency requests. Due to the semantic kernel expansion, the search traffic can increase.
3. A blog helps to increase citation and get backlinks to the online store.
If you offer interesting content on your blog, it is a very good chance to get backlinks to the online store. There are a lot of products with boring or standard descriptions on their pages. To achieve good results in Google ranking, backlinks are needed, but it is not so easy to get them. In your blog you can publish useful tips, recommendations or “how to do” articles and make content more interesting, so there are more chances to get backlinks.
Let’s review an example. There is an online store which specializes in small construction tools. The product range has a lot of small things which are important but not so interesting to discuss. It is hard to imagine that people are discussing nuts, bolts and screws on some forums or blogs and ask for advice what to buy. Here we have in mind that such discussions are possible, but these topics are not so popular and there are products that do not need many consultations concerning how to choose. It is also difficult to create an interesting content on such product pages. Only general descriptions are acceptable. So, if this online store creates its blog which includes construction and renovation tips and useful recommendations, the content will be more interesting and the products can be mentioned in the context with the reference to their pages. By the way, inner linking is very useful because, if there are backlinks to this article from other good websites, these product pages also receive some weight.
4. A blog allows generating content when there is no news.
Some online stores work in the market segment where there is not much news. But it is a good practice to update the content on the website regularly, showing that the store is “alive”. The blog can help a lot because it is possible to plan the content strategy in advance and publish interesting relevant articles at any time you need. By the way, Google also “likes” websites where content is updated periodically, at least once a week.
5. A blog is a place to communicate with customers.
The most interesting articles always get comments which make the blog a place for communication. Sometimes users can ask questions related to the topic of the article and it is significant to give answers relatively quickly. Of course, the blog doesn’t work like forums and discussions are not so active here. But it is a place where you can get the information from your customers. Don’t forget that users’ comments serve as the site content that is indexed by search engines. Comments can make the page content more unique. If the comments are available it is a good signal for all search engines.
6. A blog allows varying and using different visual content types.
Pictures are also the site content that can generate traffic. Not all pictures types can be used on product pages. The blog allows you to diversify them. Infographics is very popular and sometimes it works more effectively than articles. People prefer saving time and it is not so easy to stimulate them to read a long text. But infographics with clear diagrams, graphs and short explanations can attract users.
7. A blog can attract money.
If the blog is popular and has good content, you can attract guest blogging. It is possible to ask money for this service, as well as to find other ways of cooperation with the professional authors and bloggers. Banners and Pay-Per-Click Advertising are still working, but be careful because they may be annoying.
In conclusion, we’d like to draw your attention to that fact that the blog is a separate online store product that needs to be developed, promoted and supported by certain specialists, and only in this case it will work successfully. When the blog content effectively amplifies with product pages’ content, it allows getting synergistic effect and generating more traffic. So, more potential customers visit the store and each of them may make a purchase.