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As an ecommerce business, your primary goal should be to drive as much traffic as possible to your website in an effort to convert that traffic into customers and sales.

And if you’ve been keeping tabs on ecommerce trends, then you already know that blogging is an incredibly effective method for increasing conversions.

Here are four reasons why ecommerce websites should have an active blog and some tips on how to improve your blog’s effectiveness.

1. Blogging ups your SEO game by giving search engines content to crawl

SEO is incredibly important when it comes to driving traffic to your online store; if customers can’t find your store, they can’t buy products from you. Every time you write a new blog post, you’re adding fresh content to your site. The more content you write, the more content search engines have to index, analyze, and display to users—and the more prospective customers will organically find your website.

Here are a few things to keep in mind when optimizing your blog for SEO:

  • Research industry-specific keywords using AdWords or another keyword planner
  • Explore long and short keywords that fit your business, but don’t overdue it
  • Analyze keywords used by competitors through content analysis or SEO inspectors
  • Write on topics your target audience is most interested in and find new, engaging ways to spark conversations

Interlink your blog posts to serve up related content that will keep users engaged on your site

2. It positions you as an industry expert

In today’s hyper-informed culture, consumers want more than just good deals or products. They want to know what goes into production, the brains behinds it, and tips to a product or service more efficiently. Blogging gives you a way to answer all of those questions.

Whether it’s tips and tricks for a product, a sneak peek into the manufacturing process, or a simple interview with your team, blogging can help position you as an industry expert and a trusted resource.

3. It helps start a conversation and boost conversion rates

Blogging can be used as a platform to answer questions or start a discussion around a popular topic. This shows that your business really cares about its customers and understands what they really want. It’s a great way to maintain an ongoing conversation with your existing or prospective customers and get them interested in your product even more.

Plus, a thoughtful, well-written blog will make you seem more credible and relatable, which will provide customers with a greater sense of confidence in their purchases. 

4. It helps establish a loyal online community for your brand

Many blogs allow customers to comment, like, and share posts, which makes them feel like they are part of a larger online community. Just as with social media, ensure you actively respond to all of those comments and messages. If you’re worried about questionable comments and spam, you can set up your blog so that outside comments must be approved before they go live.

As long as your blog posts are relevant, fun, and informative, you’re on your way to building a loyal online community.

So, can a blog add value to an ecommerce site whose primary purpose is to sell products? The answer is a resounding “yes!” Adding a blog to your ecommerce site can impact your brand in ways that paid advertising can’t and that consumers are eager to respond to.

Do you want to start a blog but have no idea where to start? As a HubSpot Certified Partner, Lightburn can help you get started with HubSpot’s powerful all-in-one inbound marketing platform so your business can increase traffic and convert leads.

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