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.
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.
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.
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.
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.
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.
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.
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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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.
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:
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.
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.
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.
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.