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Why online stores need content marketing
People looking for new products often start their search on a search engine, like Google or Bing. Since most people don’t scroll past the first page — or even the first few results — you need to make sure that you rank at the top of the SERPs (search engine results pages).
Online stores that want to get their products in front of prospective customers and outrank their competitors on search engines need e-commerce SEO (search engine optimization) and content marketing.
Content marketing is the process of creating relevant, high-quality content that attracts, engages and converts prospects into customers. Not only can content marketing help with organic visibility, but it can also build trust, educate prospective customers and drive sales.
6 benefits of content marketing for online stores
1. Get found on search engines
When someone is searching Google or Bing for a product you offer, it’s imperative that you rank on top of page one. Most people don’t look past the first few results, and if you want to get found and drive sales on popular search engines, you need a cohesive content marketing and e-commerce SEO strategy.
2. Drive online sales
People who are actively searching for the products you sell on a search engine are highly likely to convert. You don’t need to convince these prospective customers to want or need your product, because they already do. Best of all, organic clicks are totally free. Get in front of these prospects with content marketing and e-commerce SEO.
3. Become a thought leader
There are many different online stores and brands out there that sell similar products and compete for the same customer base. One of the best ways to stand out from the crowd is to create high-quality content for your website, blog and social media profiles that helps you become a thought leader in your industry.
4. Build trust and credibility
Unfortunately, not all online stores are made equal, and trust is a critical component for online consumers. Your prospective customers need to know that you have a trustworthy brand and high-quality products. With the right content marketing strategy, you can demonstrate your credibility and build trust with your prospective and existing customers.
5. Educate and inform your patients
Whether you sell beauty products, custom parts for luxury vehicles or fitness equipment, chances are, you have a lot of knowledge about your industry. By creating relevant content for your website, social media profiles and beyond, you can educate and inform your prospective customers about your products and industry.
6. Control the conversation
From product reviews to social media comments, a lot of what’s said about your products and online store is completely out of your hands. With e-commerce SEO and content marketing, you get the chance to gain more control over the conversation, as well as more influence in how you rank in the SERPs.
How to find the right keywords for your online store
There’s nothing more important to the success of your e-commerce SEO and content marketing strategy than keyword research. It impacts everything from the keywords your website ranks for to the quality of your clicks.
Not sure how to find the right keywords for your online store's SEO and content marketing strategy? Start by putting yourself in your customers' shoes and thinking about the search terms you would use to find your products or brand online.
Once you've identified a few potential keywords, it's time to start creating content around those keywords and using them to optimize your e-commerce website.
Best content marketing types for online stores
Blog articles and website content
Your e-commerce website is the perfect place for your SEO and content marketing strategy to start. It’s important to ensure that your online store — especially your product pages — has high-quality, keyword-rich content. Blogging can also help you build trust, increase your organic visibility and more.
Social media posts
Social media is where most of your prospective customers are spending the majority of their time online these days. And, what’s more is that many people use social media to find new brands and products. By posting quality content on social media, you can build strong relationships and turn your customers into fans.
Not only can content marketing help you attract new customers, but you can also use email campaigns to nurture prospects and generate repeat business. Keep your customers coming back by sending out product recommendations, follow-ups, review requests, special offers, exclusive discounts and more.
Videos are a powerful form of content marketing for online stores because it’s engaging and memorable. By posting videos on social media, your website, blog posts and beyond, you can help to keep your customers interested in what you have to say and make your message stick in their minds.
There are many great ways to break down complex topics into easily digestible chunks, but one of the best is with infographics. Infographics allow you to explain complicated concepts in a visual, easy-to-understand way. Best of all, they can be used on your website, blog, social media profiles and beyond.
Have you expanded your product line, partnered with a new vendor or been recognized with an award? When you have something newsworthy to share about your online store, a press release is a great way to get the word out. Plus, press releases create valuable links back to your online store that help with SEO.
How to write blogs for your e-commerce website
Pick a catchy headline
When a new reader lands on one of your blog posts, the first thing they’ll see is the headline. If you don’t get it right, you’ll lose their attention and they’ll click the back button. Reel your readers in with a headline that’s short, to the point and catchy enough to entice them to actually read your post.
Use short, easy-to-digest sentences
It’s important to remember that most online traffic now comes from mobile devices, and most people reading your blog will be on mobile, too. Format your blog posts for mobile users by breaking them up into short, easy-to-digest sentences. This will prevent your blogs from looking like a wall of text to mobile readers and provide a better user experience.
Include images, videos or infographics
When most people think of e-commerce blogs, they often think about text-based content. But, the most effective blogs include visual elements, like images, videos and infographics. Eye-catching visual elements make your blogs more enticing to your readers, as well as more engaging and memorable.
Use keyword-rich phrases
Blogging can be an integral part of your e-commerce SEO strategy, but only if you include the right keywords in your blogs. Make sure to keep your keyword research in mind when writing blogs for your e-commerce website, and try to use keyword-rich phrases in your blogs as naturally as possible.
End with a call-to-action (CTA)
Not only can blogging help online stores build trust with prospective customers and increase organic visibility, but it can also help you drive conversions and sales. In order to make your blogs more convertible, you need to make it a point to include a clear CTA in every blog post you publish.
Blog topic ideas for online stores
Answers to FAQs
Do you hear the same questions over and over again from your customers? If so, there’s a strong possibility that other people have those same questions, too. One great place to answer your FAQs is on your blog. This gives you a chance to give in-depth answers to your most common questions.
Case studies and customer testimonials
Every online store claims that its products are the best. That’s why it makes a much bigger impact when your customers say it. Sharing customer testimonials and real-world case studies that demonstrate the value of your products in your blog is a great way to harness the power of social proof for your online store.
As a professional in your industry, you have a lot of knowledge that most people don’t. Sharing your knowledge and expertise by creating how-to guides and other educational content can help you provide value to your customers. That gives them a reason to keep reading your blog — and shop your online store.
Commentary on industry news
When something newsworthy happens that’s relevant to your online store, it can be a great blog topic for your online store. Not only does sharing commentary on industry news in your blog help you educate and inform your readers, but it can also demonstrate that you’re in the loop about what’s going on.
Team highlights and updates
Have you recently hired a new person for your team or named a new employee of the month? Team highlights and updates are great for your e-commerce blog because they help to humanize your business, which makes your brand more relatable and memorable. Plus, it’s a fantastic way to recognize your team.
Your online store’s story
People who read your blog likely want to know more about your online store, and your blog is a great place to share your story. Give your readers an overview of your story — who you are, what you do, how you got into it and any other details that can help you build a strong connection with your readers.
Content marketing FAQs for online stores
Why is content marketing important for online stores?
There are many reasons why content marketing is important for online stores. First and foremost, when combined with e-commerce SEO, it can help you rank higher on search engines. It can also help you build trust in your brand with prospective leads and customers, demonstrate your expertise and more.
How often should you be blogging?
The answer to this question depends on what your goals are and who your target audience is, but any effective blogging strategy requires consistency. Try to publish new blogs on your e-commerce website on a regular basis — at least once a week. This helps you gain organic momentum and cover a range of topics relevant to your keywords.
How do you optimize your e-commerce website for search engines?
The first step toward optimizing your e-commerce website is doing keyword research for your products and online store. From there, make it a point to use relevant keywords in your product titles and descriptions, page titles, website content, alt image tags and anywhere else you can do so naturally.
How do you monitor your content marketing performance?
E-commerce SEO and content marketing are like any other marketing channel — you need to monitor your performance and make regular adjustments to maximize your impact. Monitor important KPIs (key performance indicators), like keyword rankings, website traffic, bounce rate and more to make the most of content marketing and e-commerce SEO.