eCommerce offers entrepreneurs the opportunity to increase the reach of the products and services they offer while expediting the growth of their business. However, several common mistakes prevent many eCommerce retailers from realizing the full potential of their businesses.

Business owners that operate in the eCommerce space should be able to steer clear of many of these mistakes by concentrating on solid eCommerce SEO practices. Some of these practices include providing quality content, selecting and using the proper keywords, and remembering that the content they produce is for human beings and not search engines.

One way eCommerce retailers can make use of these practices is to start a blog. A well-organized and consistent blog will provide several direct benefits to any eCommerce business.

Boost Search Engine Rankings

Google places a priority on eCommerce websites that provide quality content consistently. So it only makes sense for eCommerce retailers to use a blog to interact with their audience once the main pages of the website are complete.

Business owners should ensure each blog entry is SEO-optimized and check to make sure each blog article they submit scores high marks for the following Google standards.

• High-quality keywords found headings, meta tags, and meta descriptions. These keywords should also appear organically throughout the blog entry
• A blog entry that includes short paragraphs, numbered lists, and bullet points
• Quality backlinks that are embedded into relevant anchor text

Build Industry Authority

The mission of a blogger is to provide information to readers that will entertain and inform them. This goal remains unchanged whether the reader is a customer, business partner, competitor, or other person involved with the same industry.

Bloggers should make sure the information they provide is useful to their target audience. They should also add a fresh perspective on this information while presenting the information in a manner that is unique to them. The blog that consistently delivers on these principles will craft a reputation as an industry expert for the business and increase trust among customers.

Customer Engagement

The ability to engage regularly with customers is one of the most powerful tools available to eCommerce retailers interested in building brand loyalty.

Blogging is also an excellent way to introduce readers to new products and services. Readers are more likely to click on the learn-more tab for a product after a blog entry that includes a brief description of a product along with an explanation of how the product can solve a pressing problem they possess. Readers will visit other pages on the website if backlinks are available.

A regularly updated blog provides a platform for businesses to deliver a story that translates into sales while also providing readers with a sense of belonging to a community. Consistent bloggers also increase the chance of enjoying a viral blog post that propels their business forward in a relatively short time.

Customizable Messages

eCommerce retailers with extensive knowledge of their industry will never experience a shortage of potential blog topics. Bloggers can share current industry news, provide readers with education regarding an industry topic, or highlight an offer from the company. A well-balanced blog that includes a sufficient number of products for customers will keep readers coming back for more when combined with a message that communicates the brand identity.

Blogs should deliver a unique and diverse message that remains true to the following blogging concepts:

• Readable and engaging
• Useful to readers
• Contains internal as well as external links
• Incorporates SEO principles

Return on Investment

Many loyal customers and curious readers will interact with a blog post shortly after it is available on an eCommerce website. But the full value of a blog post may not manifest itself for weeks, months, and in some cases, years. This fact represents good news for the blogger that takes the time to do hours of research and writing to produce a good blog post.

Blogs are like other social aspects of the internet in that the popularity of the post grows as it is shared with others. Blogs that readers find important enough to share with friends and family may enjoy an indefinite lifespan.

The Bottom Line

Blogs represent an excellent strategy for eCommerce retailers who want to increase their profile and attract customers to their business. eCommerce business retailers who have debated in the past about whether or not they should start a blog need only consider the five benefits of blogging listed above to find the motivation to move forward with the idea.