One of the easiest ways to start driving traffic to your online store is to blog. You have heard this before.
“You need to blog”
But what does it actually mean?
What separates a good blog post from a bad blog post?
WAIT: Some of you may even be saying, you’ve been blogging already but it’s not working.
Let’s first look at what exactly blogging means and then see how we can do it properly for your ecommerce site.
Same Thing, Different Name
Blogging has become more and more popular in the last couple of years except no wthere is a new buzz word. People are referring to blogging as content marketing.
Content Marketing – Creating content on your site to help drive traffic. The content may be various forms including posts, infographics, images, and case studies. Maybe it’s articles or long form lessons but it’s essentially blogging.
The reality is that you need traffic for your ecommerce site to grow. There are two ways to get traffic to your store.
1. You can buy it. (Advertising, marketing, PR, offline marketing, etc.)
2. You can earn it from search engines.
The Mighty Gatekeeper
If you haven’t gotten the memo by now, Google is a power house. They single handedly should be accounting for over half of your traffic.
Ecommerce blogging helps you maximize that traffic. Once you put in the initial time writing these blog posts, future traffic is free.
This traffic comes from ranking in the search results. To rank in the search results, you need to provide relevant, quality content.
This is where content marketing or ecommerce blogging comes in. I often see many online stores making the same mistakes over and over.
Let’s look at 4 common mistakes online stores make with blogging.
The 4 Ecommerce Blogging Common Mistakes
1. Selfies Don’t Count. Google Has No Eyes
Posting images and a few sentences talking about your pictures won’t work. While people enjoy imagery and it makes for a nice looking blog post , Google has no eyes.
Google can’t see the pretty pictures you have on your site. Google reads and thus wants to see content. They want articles and long form writing.
Google has to decide whether your blog post is relevant for various search terms.
They do this by scanning the code of your site. They look at image tags, file names, titles, headings, and most importantly the content.
If you aren’t writing much content you aren’t giving Google much to work with. If you content is thin then Googles not going to give it much credibility.
This means you blog posts will never rank. If you don’t rank in the search results, you can’t expect to get traffic to your online store.
2. Jack Of All Trades, Master Of None
Most online stores will write a general blog post without a focused keyword or theme. While it may be entertaining for you to talk about various topics in one post, it doesn’t work for Google.
You have to stay focused and you have to have a keyword phrase for each post. Google ranks each page on your site independently. They read the content and decide what the post is about.
Based on what they read they will rank your page based on the relevance of the post.
If you are talking about four different, unrelated topics in one post, you are not focused. Focus on one theme and keyword phrase for each post.
Make each blog post as relevant and informational as you can for each theme.
Focus your blog post and make it excellent for one topic at a time.
3. The Old 3 Week Gym Routine
You see it all the time. Most online stores will write 3, 4, or even 5 blog posts and that’s it. Blogging requires consistency.
You can’t expect overnight success with blogging for you ecommerce site. Some blog posts are going to work and others will not.
Here’s the deal:
What’s sure to fail is inconsistency. You can’t go to the gym for 3 weeks and then say you’re done. This doesn’t work.
Likewise you can’t blog a half a dozen times and give up. You have to be commited for the long haul.
Make a realistic goal and stick to it. If you are going to blog biweekly on your ecommerce site then stick to it.
Put it in the calendar and stick to it.
What’s the bottom line?
Don’t come up with excuses. You are only trying to convince yourself.
4. Share the Love
The fourth thing that surprise me is the reluctance to link to other sites. A good blog for an online store is one that s informative and entertains at the same time.
Here’s the deal:
Part of providing and writing good content means that you often have to link out to other sites.
But here’s the kicker:
I hear the same thing from so many online stores. They are afraid to link to competitors or other loosely related sites.
I’m not saying you should be driving people away from your store but you shouldn’t be afraid of it.
Your store can’t possibly sell everything. Sometimes there are other related products or ideas that other people offer. Go ahead and link to the sites.
The Truth Is:
Google actually likes to see external links in your blog posts. Additionally, you can build some good-will from sites you link to. Often they may link back to you.
Effectively growing your blogs credibility comes from providing value.
Linking to alternative products or related topics builds this strength for your site. Like here, where I learnt the bucket brigade technique while blogging.
The Art Of Blogging For Ecommerce Sites
While this just scratches the surface of blogging for your online store, there is good news.
I’m actually writing our next book about this exact topic.
Blogging is an art and specifically when you are blogging for an ecommerce site. I’m going to go through all the details and walk you through step-by-step.
It gets better:
I’m going to give the book away for free to anyone on our email list when we release it.
Make sure to sign up for our email list so that I can send you the link when its done.
Have anything in particular you want included in the book? Leave it in the comments below or contact us though the site.
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