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Why the Blog Is an Essential Part of E-Commerce Sites
In recent times we’ve seen an increase in the number of ecommerce websites featuring blogs – why is this? To start with, search engines love blogs because they’re a source of original content that contribute to websites that rank highly – but are there any other reasons bar ranking higher on Google to feature blogs on your ecommerce website?
Establish your brand as an authority on a subject (product)
Brands and ecommerce websites seen as sector leaders are taken more seriously and their products more trusted. Everyone wants to come across as an authority in their sector, and using a blog as a means to share knowledge and news on the latest developments is an excellent way of establishing your brand as an authority in your sector.
Maintain the attention of visitors (potential customers) on your ecommerce website – It’s common knowledge that the longer a visitor spends on an ecommerce website the greater the chances of them buying something. Give visitors something that holds their attention in the form of interesting content like a well written blog, and they won’t feel the need to look anywhere else.
Build internal links to further promote your products
This follows on from the last point in that the longer they spend on your website the greater the chances of them buying your products. Include internal links in your blogs that link to your products – this further helps to maintain their attention whilst directing them to the products you’re showcasing.
Reach your targeted audience
The goal of any ecommerce website regarding digital marketing techniques like SEO (discussed below) is to drive traffic to their website. Blogs better enable ecommerce websites to use long-tailed key-phrases that target key audiences because they can write blogs containing these key-phrases and better drive targeted traffic to the website.
Optimising blogs for search engines
As discussed above with the point made about attaining your target audience through the use of long-tailed key-phrases, blogs present some excellent opportunities for those who’d like to reach their target audience, but there’s so much more that can be achieved by optimising your blogs for SEO (Search Engine Optimisation).
Blogs are already search engine friendly, but ecommerce website owners can further optimise their blogs by implementing frameworks, plug-ins and themes optimised for search engines, or provide search engine optimisation capabilities that weren’t originally available in the core blog platform. With regard to WordPress, easily the most popular blogging platforms currently in use today, Genesis and Thesis are two examples of frameworks that have such capabilities.
If you haven’t taken a look already, check out www.google.com/blogsearch for a better idea of the capabilities of blogs as they relate to ecommerce websites and search engines. This is an excellent additional benefit to blogging, because you not only get added visibility in the Google blog search, but quite often blog search results make their way into Google’s universal search and that’s how traffic is really driven to your ecommerce website.
When you’re having your ecommerce website created or optimised by an ecommerce minded provider of website design, discuss blogging platforms and search engine optimisation with them to gain insights into what they think about blogging and SEO and how they impact upon ecommerce websites. Although WordPress is the most popular blogging platform at the moment, there are some other popular blogging platforms that are also – like WordPress – open source. There’s an excellent benefit to using open source platforms like b2evolution over WordPress, and that’s because as they’re not so frequently targeted by hackers, you won’t have to worry about keeping on top of the latest security fixes and updates.
Emma Weigall writes for Mintleaf, a company that provides services such as website design, web development, website consultancy, and search engine marketing to businesses in Sydney and Melbourne.