Why a Blog Is an Essential Part of an E-Commerce Site

Blogs are being featured in ecommerce websites more and more. Search engines love blogs because they are a source of original content that contribute to websites ranking highly. This is easy to see, but there are other reasons to feature a blog on your ecommerce website.

Establish your brand as an authority on a subject (or product)

Ecommerce websites seen as sector leaders are taken more seriously by web shoppers and their products are trusted more. Business owners who have websites want to be seen as an authority in their sector and, using a blog as a means to share knowledge and news on the latest developments, have an excellent way of establishing their brands as authorities in their business sectors.
Maintain the attention of visitors (potential customers) on your ecommerce website – the longer a visitor spends on an ecommerce website the greater the chances are that they will buy something. Give visitors something that holds their attention, like the interesting content that a well written blog provides and they won’t feel the need to look anywhere else.

Build internal links to further promote your products

The longer shoppers spend on your website the greater are the chances that they will buy your products. Include internal links in your blogs that link to your products – this further helps to maintain the attention of shoppers while directing them to the products you are showcasing.

Reach your targeted audience

Digital marketing techniques like SEO (search engine optimisation, where the ecommerce site has the features and properties required for Google to rate it highly) is employed to drive traffic to websites. Blogs better enable ecommerce websites to use long-tailed key-phrases (not just one keyword but a segment of a sentence, like “lower back tattoo designs” rather than “tattoos” that target key audiences because blogs containing these key-phrases can better drive (more) targeted traffic to a website.
Attracting your target audience through the use of long-tailed key-phrases in blogs, together with SEO creates an excellent opportunities for businesses to reach their target audiences.

Optimising blogs for search engines

Blogs are already search engine friendly, but ecommerce website owners can further optimise their blogs by implementing frameworks, plug-ins and themes optimised for search engines, or provide search engine optimisation capabilities that weren’t originally available in the core blog platform. For example, the most popular platform for blogging is WordPress (which is software that is used to create websites for many different purposes, including ecommerce sites and blogs) and together with themes like Genesis and Thesis (which provide a framework – the look and feel – for websites) there are excellent SEO capabilities.
For examples of blogging and the way blogs relate to ecommerce websites and search engines to create traffic check out www.google.com/blogsearch. This is an excellent additional benefit to blogging, because you not only get added visibility in the Google blog search, but quite often blog search results make their way into Google’s universal search and that’s how traffic is really driven to your ecommerce website.