Why are Blogs Recommended for SEO?

Kate Ryan

September 8, 2021

When it comes to building site authority and generating quantifiable traffic for your website, having a good breadth of pages full of rich and valuable content is essential for successful SEO. This content can include everything from on-page category descriptions, to content on your About Us page, and product descriptions. If properly done, engaging content can attract more users to your website and increase your rankings, providing more opportunities to increase brand awareness, secure new leads, and become a brand looked upon as an authoritative voice within your market.

However, this can be challenging to do with just a small amount of copy. Blogs offer something unique when it comes to long-form, valuable content. In this article, we’re breaking down some of the benefits of blogging for Ecommerce businesses and how to easily utilise blogging for your overarching business goals.

Why Are Blogs Recommended for SEO?

There are many reasons why having a blog is recommended for SEO. Populating your website with informative, engaging content is not just for the benefit of the reader but can actually improve your site as a whole.

1. Helps Target Long-Tail Keywords

Blogs Can Help Target Long-Tail Keywords

One of the benefits of having a blog for your business is the ability to target long-tail keywords. As a blog is a type of long-form content, around 700-1000 words or more, there is a substantial opportunity to include words or phrases that are commonly searched by your customers. However, it is becoming increasingly difficult to rank well for highly competitive words, especially if you are a small business or don’t have an already established blog.

Targeting long-tail keywords, which includes three words or more, in a blog increases your likelihood of ranking for that searched term. These targeted keywords could include commonly searched questions or phrases about a particular topic that is specific to your customers. As an example, an Ecommerce fashion label could create content around possible wedding outfits for women if they sell bridal or formal wear, or similarly, an automotive parts retailer could write content answering commonly searched questions like “how to change a headlight bulb” to target the broader automotive community.

By dedicating time producing content that is relevant to your consumer base, means your website will be able to rank higher thanks to more people being interested and clicking on your content. A higher CTR and page sessions will make search engines think your content is worth ranking, thereby making your website more visible to new customers, providing new leads and opportunities.

2. Drives Users to Your Website Through Optimised Content

Drives Users to Your Website Through Optimised Content

For many of us, we read blogs about topics we’re interested in. If we landed on a blog that was too short, appeared untrustworthy, or didn’t contain any relevant information, we wouldn’t want to look at the rest of the website. Optimising your content is not just about getting people to click onto your site. It can be utilised to acquire new conversions or new leads alongside creating strong awareness for the brand.

One way to optimise blog content is by adding relevant internal links. Linking is something that the Google algorithm pays special attention to because it tells Google that your website is trustworthy. And it is very simple to do.

For example, if you are a men’s clothing brand and you wrote a blog about the different types of men’s ties, there is an opportunity for you to link to product categories on your site, like ties, menswear, shirts, accessories, etc. Not only does this allow readers to be prompted to click the links when reading, but it also tells search engines that the pages your blog is linking to are of high value.

3. Helps Your Website Build Authority Through Ranking

Build Website Authority Through Rankings

When searching for something on Google, such as ‘where can I buy flowers?’, most users are usually only going to click onto the first couple of websites that they see. This means that those websites which are higher in the search algorithm have the highest rank for the searched term. This is where every website wants and aims to be. Like we mentioned before, blogs allow you to target long-tail keywords, which means that by having a blog, you are more likely to rank for popular search terms and queries.

Not only this but each new blog that is produced and each new page that is created sends a signal to Google and other search engines that your website is constantly being refreshed and updated. This means that search engines will crawl and index each new page more frequently. With content that answers people queries and a site that is continuously updated, Google will see your site as highly authoritative and will show your content to new users, increasing brand awareness and visibility.

To Blog or Not to Blog: A Case Study

Difference between sites with and without blog content

When it comes to blogging and SEO, it can be hard to visualise the results straight away. However, there are many examples of how implementing a blog has increased different brands visibility and authority across search engines. For this case study, we are looking at two different brands and seeing how implementing a blog influenced how the brand ranked over time.

Brand A and Brand B are two very similar companies. Both are Ecommerce brands that sell within the same market category. Brand A has a blog that is updated regularly with rich, quality long-form content. Brand B does not have a blog, meaning they’re reliant upon their other content for rankings.

Blog vs No Blog Comparison

Brand A implemented their blog in the middle of 2019, and from July 2020 to July 2021, saw a 92% increase in keyword rankings for page one overall, and more specifically, a 50% increase for keyword rankings for blog-specific pages. Brand B in comparison, within the same period, saw a 7% decrease in their overall keyword rankings on page one. Brand B did see a 20% increase in their rankings on page two, however, only about 6% of website clicks happen on page two.

Because Brand B doesn’t have a blog, all of their rankings come from their smaller on-page copy and meta data. If this is not well optimised, then Brand B is going to have a very difficult time trying to compete against Brand A, which has 84% more keywords ranking on page one, 15% of which comes from optimised blog content.

Key Findings

As it is clear from this case study, Brand A has secured its position in the Google algorithm through quality, optimised content. Their brand is not just an Ecommerce destination for potential customers, but a space filled with well researched, informative content that help and assist customers, giving the brand a sense of authority and trustworthiness.

Brand B, on the other hand, has lost its rankings over time due to a lack of quality, informative content. Although Brand B may still be a strong brand in the market, its limited visibility and increasing position on page 2 prevent any new potential customers, resulting in a drop in conversions and brand authority.

Having a blog for your website is a crucial step in having an optimised site. As seen above, it can make a huge difference in keyword ranking and authority, website visibility, new leads, and conversions. Blogging for SEO is a holistic approach to successful marketing and although may start out small, will make the biggest, lasting impact for your business.

To find out about how Pattern can assist with SEO and blogs for your business, contact us now.

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Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)
Sept 13, 2022

Global Ecommerce Weekly News: 13th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon scales back on US warehouse facilities Amazon is shutting down two facilities with 300 employees, discarding plans for 42 facilities, and delaying plans to open a further 21 buildings across the US. The ecommerce giant is scaling back on hiring as well as the expansion of its vast delivery network, as it was left with an excess of space following its rapid expansion during the pandemic. [Read more on Business Insider](https://www.businessinsider.com/amazon-closes-2-facilities-scraps-plans-42-new-buildings-report-2022-9?r=US&IR=T) --- Other Marketplace News --- JD.com is ‘betting’ on ecommerce grocery market Amidst a slowing economy and a decline in ecommerce, Chinese ecommerce giant JD.com has increased its urgency to seek new growth engines. The company is looking to boost its online grocery business through offline partnerships and expansion into lower-tier cities, where it may be able to unleash more consumption power. [Read more on The Star](https://www.thestar.com.my/tech/tech-news/2022/09/08/chinese-ecommerce-giant-jdcom-bets-big-on-online-grocery-lower-tier-markets-amid-slowing-economy) Shopee shuts operations in Argentina, Chile, Colombia, and Mexico Sea’s ecommerce arm, Shopee, has shut local operations in some LATAM countries but will continue to maintain cross-border operations in a few markets. Latin America is Sea’s most important region following South-east Asia, accounting for close to 19% of its revenue in 2021. The move away from these countries is largely due to increased levels of macro uncertainty and rising interest and inflation rates, and rather putting a focus on its core operations. [Read more on Straits Times](https://www.straitstimes.com/business/companies-markets/seas-shopee-shuts-operations-in-argentina-chile-colombia-mexico-sources) --- Other Ecommerce News --- Instagram scales back in-stream shopping elements Instagram is re-examining its approach as it hasn’t been able to make ‘fetch’ happen. ‘Fetch’ in this context being the online shopping trends which have become all-consuming in China, and what Western social platforms have been hoping to add into their apps to make them more addictive and revenue-generating. Consumers have not been swayed by the latest shopping tools on TikTok and Instagram, leading to Instagram scaling back its in-stream shopping program. [Read more on SocialMediaToday](https://www.socialmediatoday.com/news/instagram-scales-back-in-stream-shopping-elements-as-it-re-examines-its-app/631276/) FedEx Express supporting the growth of cross border ecommerce FedEx express has expanded its international commerce shipping service to four more markets across the Asia Pacific, Middle East and Africa (AMEA) region in an effort to support the strong development of ecommerce in this region. Three of the fastest growing markets, the Philippines, Indonesia and Vietnam are leading Southeast Asia’s ecommerce sales, which is set to reach $100 billion by 2023. [Read more on Post & Parcel](https://postandparcel.info/149889/news/e-commerce/fedex-express-supports-the-growth-of-cross-border-e-commerce-within-the-amea-region/) India ramps up hiring as companies prepare for shoppers Ecommerce companies are getting ready for the festive season by rapidly expanding their temporary workforce. As ecommerce in India grows, the country is predicted to have 372 million online shoppers by the end of 2022. The festive season this year, running from October to December, is expected to see a two-fold increase in logistics and delivery alone. During this period, companies are predicted to add 20% more to their existing workforce base, with a 8-10% higher pay scale compared to last year. [Read more on Business Insider India](https://www.businessinsider.in/business/ecommerce/news/the-great-indian-festival-of-hiring-e-commerce-companies-gear-up-for-indias-shoppers/articleshow/94000346.cms)
Sept 6, 2022

Global Ecommerce Weekly News: 6th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon announces new inventory and distribution service, AWD Amazon has launched Amazon Warehousing and Distribution (AWD), providing inventory and distribution services to its sellers as a means of addressing current supply chain issues. AWD is now available for sellers using Fulfilment by Amazon (FBA), i.e. outsourcing their fulfilment to the platform. Amazon has plans to expand the service outside the platform in 2023. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/02/amazon-introduces-new-service-to-help-solve-supply-chain-challenges/) Amazon Web Services (AWS) launches in the UAE AWS, Amazon’s cloud-computing platform offering, has launched its second region in the Middle East and now provides its services in the UAE. The move will now allow anyone in the UAE who utilises cloud technologies to harness AWS’s advanced platforms and APIs. An estimated $11 billion USD is expected to be added to the UAE’s GDP thanks to the implementation, with an average of 6,000 external vendor jobs to be created annually. AWS is now available in 87 zones across 27 regions, with sights set on expanding further across Australia, Canada, India, Israel, New Zealand, Spain, and Switzerland. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/30/amazon-web-services-launches-region-in-uae/) --- Other Marketplace News --- Lazada to launch in Europe Alibaba-owned ecommerce platform Lazada is set to launch in Europe, marking a refreshed internationalisation push from the company. The move follows toughening economic conditions and performance in Southeast Asia, advancing the need to tap overseas markets. In Europe, Lazada will face tough competition from giants like Amazon and Zalando. Lazada’s exact entry strategy is to be confirmed and will be reliant on macroeconomic and market conditions, according to Lazada CEO James Dong. [Read more on DigitalCommerce360](https://www.digitalcommerce360.com/2022/09/01/alibabas-lazada-to-take-on-amazon-zalando-in-europe-push/) Chinese ecommerce giant Pinduoduo to launch cross-border platform in the United States Pinduoduo, a Chinese ecommerce giant rivalling Alibaba and JD, has announced it will be launching a new cross-border ecommerce platform. The marketplace is set to launch in the United States next month, as part of the company’s larger push into new markets. Pinduoduo found success in China thanks to its rock-bottom price offerings and harnessing of social commerce marketing, emulating strategies similar to fast-fashion giant Shein. [Read more on Yahoo Finance](https://uk.finance.yahoo.com/news/pinduoduo-launch-international-e-commerce-034129263.html) Alibaba launches its biggest B2B sales event, ‘Super September’ China ecommerce giant, Alibaba, has now launched its month-long B2B sales event ‘Super September’. The event provides 40 million buyers and 200,000 suppliers with the ability to connect on the platform, showcasing a ‘virtually unlimited’ number of products. The event hopes to foster new cross-border business relationships to tackle supply chain challenges currently faced by businesses. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/alibaba-launches-super-september-b2b-sales-event/) --- Other Ecommerce News --- Klarna’s losses quadruple in first half of 2022 BNPL provider, Klarna, has reported losses of $581 million USD for the first half of 2022. This figure is almost four times larger than a year earlier, where $129 million USD in losses were reported. The company attributes the losses to employee costs, technology investments, and rising credit losses. Klarna’s figure reporting comes amidst worsening economic conditions, fresh legal and regulatory scrutiny, and pressure from Big Tech competitors. [Read more on The Financial Times](https://www.ft.com/content/483451db-9221-4ca4-83a6-b4ddc6bfcfbb) [Read more on the Guardian](https://www.theguardian.com/business/2022/aug/31/klarna-losses-more-than-triple-as-consumer-spending-slows) One fifth of Snap employees to be laid off amidst poor financial performance Social media platform Snap (‘Snapchat’) has announced it will be laying off 20% of its employees and closing out a number of projects following a year of poor financial results.The move will see 1,200 employees globally lose their jobs, saving the company an estimated $500 million USD in costs. Snap is currently valued at $20 billion, an 84% decrease from its valuation of $130 billion last year. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/snap-to-lay-off-20-of-its-workforce-and-wind-down-a-number-of-projects/)