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 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 22, 2022

How an Amazon SEO Agency Should Be Serving Your Brand

If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.

Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.

At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise  are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead. 

What is an Amazon SEO Agency?

An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.

A great Amazon SEO Agency partner will:

Prioritize Your Success

Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance

Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS. 

To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.

Provide Detailed Competitive Insight

A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.

It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.

Reduce Your Ad Spend Over Time

Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins. 

Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.

Amazon SEO Optimization and More

As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.

Contact us to learn more about our SEO optimization services.

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)