In today’s article, we will talk about the e-commerce blog, the section of a website dedicated to the publication of news, curiosities, and insights. Saving a part of your site to information is, in fact, of fundamental importance to help your e-commerce grow, obviously as long as the contents published are inherent to the products sold.
Let’s see how an e-commerce blog works, what it is for, and some tips to manage it better.
What Is The E-Commerce Blog For?
Let’s start with the sayings. An e-commerce site has the ultimate purpose of selling the products it displays; it acts, in practice, as a “point of sale” for commercial activity. Unlike a physical store, however, e-commerce has two significant disadvantages: it is more difficult to find and does not involve direct contact with customers. And this is where the blog comes into play.
Let’s analyze these two aspects in detail.
Visibility On Search Engines
Not having a physical location, an e-commerce site needs another way to get noticed by potential customers. In this sense, the e-commerce blog performs the vital function of helping the site get noticed by search engines.
There is nothing more effective and immediate than publishing (relevant) news on the blog of your e-commerce to improve the position of the site on Google. To obtain essential and, above all, lasting results, a well-defined editorial plan from an SEO perspective is necessary.
Only through the constant publication of targeted content can the e-commerce blog optimize the website for search engines. We refer to the next chapter for an in-depth explanation.
The second aspect that makes an e-commerce blog necessary concerns the customers. Periodic news publishing is a great way to engage your site visitors, convey messages, and understand their needs and tastes. But let’s go in order.
The blog is helpful for three marketing aspects: brand awareness, community, and customer care.
Brand awareness is nothing more than the transmission of the company’s identity; thanks to the news published in the blog, visitors get a precise idea of the critical values of that commercial activity.
The blog concept has always been linked to the community, even before e-commerce. Opening a blog means communicating information to users but also receiving it, facilitating the creation of a group of people with common interests who become loyal to the brand.
Giving a voice to your customers and retaining them allows you to intercept their needs, tastes, and problems. This is ultimately important to get to know your audience and adapt your business strategies to their needs ( customer care ). A customer who feels listened to is satisfied and more inclined to buy.
Practical Tips For Running An E-Commerce Blog
Including the importance of the e-commerce blog, here are some tips to make it perform at its best.
Although there are sites entirely designed in the form of blogs, the best solution is not to create a separate area but rather to dedicate a page of the e-commerce site to publish the news.
This is for several reasons; first, it can be counterproductive to force users who want to read the news to leave e-commerce, to access the blog site. The risk is that they won’t come back.
Having the blog directly on the site also offers the advantage of connecting the news straight to the products through a series of links. Finally, creating a site specifically for the blog involves a higher cost.
As for the structure, the e-commerce blog must be divided into categories to facilitate navigation and content search.
As mentioned in the previous chapter, it is crucial to implement a detailed editorial plan.
Every time we search the web, search engines show us a series of results organized starting from the most relevant. To decide which sites to show first, search engines rely on specific parameters, including the frequency with which the site is updated and SEO optimization.
Therefore, the e-commerce blog becomes a fundamental tool to insert new content continuously and improve the site’s optimization.
For those unfamiliar with the keywords system, let’s say that when a search engine visits a site, it analyzes it page by page and extracts the words used most frequently, thus establishing the topics and products covered. from the site itself.
The e-commerce blog is a very effective tool to generate new keywords and thus increase traffic to your e-commerce.
From the last lines, it should be clear that managing an e-commerce blog in the best way takes a lot of time, analysis, and experience. If managed correctly, however, it can prove to be a precious resource to increase site visits and sales.