Blogging for eCommerce Inbound Marketing - Why We Blog

by Sam Mallikarjunan


June 6, 2013 at 7:51 AM

ecommerce inbound marketingBlogging Strategies for eCommerce

There are very few things can be said with absolute certainty, one of them, however, is that it is difficult to be successful – almost impossible to be successful – at inbound eCommerce without blogging. Blogging in content creation is the fundamental linchpin for driving organic traffic. Of the many factors affecting organic traffic, blogging is one of the most critical to master. Since organic traffic frequently has the lowest cost of customer acquisition, it is inherently some of the most valuable. 

One of the strongest signals for search engine to determine the relevance of the website domain or specific page to a keyword query is the freshness, frequency, and relevance of content being created on the target domain. Google's Panda update enhanced this urgency by making "fresh" content be considered as significantly more valuable that "stale" or old web content. When the internet was younger, simple metrics of indexed pages and inbound links were more useful. Now, with the massive explosion of internet content and the aging of websites that - though at one point authoritative - are no longer valuable results for search engine users, content that is current and fresh (such as blog articles) are considered increasingly relevant.

There simply isn’t an easier and more effective way of creating high velocity of quality keyword relevant content than blogging.

Why Should an Ecommerce Site Blog?

One of the greatest benefits of blogging is that it is the type of web content in which it is most natural to have a high velocity of topically oriented content creation. Unlike product detail pages, service detail pages, general information pages, or – really – any other type of natural webpage, blogs are expected to frequently discuss the same issues – or variable takes on the same issues or group of issues – without reaching the level of ad nauseum. It would be unnatural to create a high velocity of product detail pages or general, descriptive web pages all about the same product, whereas a blog discussing uses, opinions, features, and other issues relating to the product is an area where a high velocity content seems very natural.  Since Google and other search engines are frequently making the freshness, quality, and the social amplification of content ever stronger signals for keyword relevance, the nature of blogs and their high velocity of content that is fresh, relevant, and frequently socially amplified, makes blogs the most valuable tool for driving organic search traffic.

What is a Business Blog?

A business blog, at its core, is very simply described as a topically oriented body of text.  A successful business blog will be focused on a specific keyword oriented subject relevant to a business while following the best tactical and technical applications for driving targeted, valuable, consumer search traffic to a website.  High priority elements for optimization of a blog article to optimize include the title, the image, the keywords, the amount of copy, effective call to action, and social sharing features.

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