If you have an online store but don’t have a blog yet, I think you’ll find this post interesting. Perhaps you should start working on that blog and those contents, but read this post first.
I think having a blog is just as important for an online store as having a payment gateway. That is, you MUST have it. And this for three reasons: value, trust, and SEO.
Luckily, it looks like eRetailers are becoming aware of the weight of the contents of their online stores as well as of the contents of their blogs, and fewer blog contents are being written by the owner’s cousin or the intern. Rather, specialized profiles are emerging which generate contents for online stores and online store blogs, such as those of Shopify.com, Genwords.com and SEO agencies.
The value of content
If you can create contents of value for your blog, you are all set to get many sales. And become highly relevant.
Let’s take as an example the blog of an online baggage store. They can write increadibly flat and irrelevant posts, e.g. “The new Samsonite suitcase is so cool”, or “My Hello Kitty suitcases are the bomb”. Nobody is interested in that. It’s not relevant and solves no problems. Nobody will google “hello kitty suitcase bomb” (unless they are terrorists, that is).
A relevant post in a baggage blog would say: “How large can my suitcase be to travel as cabin baggage with Ryanair?” Now THAT is relevant. That something that most people who fly with Ryanair wonder.
If you find a good topic which is relevant for your target and your business, make the most of it! If you write a post like this one by travelocity blog , it’s only after you have provided a firewall service to uses (they now know what to do to bring their baggage with them into the cabin and not check it in) that you can say: “oh by the way, if you want a suitcase like that, we sell this one, this one, and this one”.
That is the time to sell suitcases: when you have already helped users. By providing contents of value, which are relevant and solve a problem, you have made it much more likely that you will end up selling that specific suitcase to a potential buyer.
How could I not trust someone who is talking authoritatively about what they sell all the time? By “authoritatively” I mean that they know what they are talking about and the impact which that has on social media or comments in the blog.
Someone who has had a blog for 2 or 3 years and has posted twice a week (that is, about 200 posts) where they talk about:
- New catalogue items
- Travel-related topics
- How to pack your suitcase
- How to carry the minimum necessary
- How to arrange the contents of a suitcase
- How not to break your back carrying a suitcase
- What is the best bag for my children not to turn into hunchbacks when they carry their books to school
How can I not trust someone who has written about this for so long, providing relevant contents of value which move through search engines in terms of SEO and social media because they are shared? I would rather trust someone whose contents inspire trust than someone who has just dumped their catalogue online.
This is the most relevant point. A catalogue is finite. A catalogue is not updated.
Well, it is updated, but at the very most you will change prices or add new items or withdraw the items which are no longer in stock.
However, a blog can be updated as often as you like and goes beyond product updating, which usually takes place once a month. A blog can grow even more than an online store. A blog can generate a community, and that is something that won’t be generated by an online store. Finally, a blog can be relevant and appear in social media, whereas it is difficult for an online store to appear there (would you share products on social media? They aren’t THAT great, are they?)
All these factors contribute to SEO:
- Fresh contents
- Non-finite contents
- Updateable contents
- Contents that are shared in social media
- Relevant contents
- To summarize, contents that are well positioned
Do you need any more arguments, or are you already setting up your blog?