Will blogging really much make difference to your ecommerce site’s SEO?

Piranha Designs - Friday, March 20, 2020

If you’ve been talking to web marketing professionals – like our own here at Piranha Designs – about how you can generate traffic to your online store, it’s likely that blogging will have come up as a subject. But would the content that you produce through blogging actually have a significant enough impact on your site’s search engine rankings to be worthwhile?

Asking yourself the below questions will help you to determine whether blogging on your own ecommerce site is a path you ought to take.

Will you add new content regularly?

For your blog to be successful from a search engine optimisation (SEO) point of view, you’ll need to post new content regularly and consistently. It is by doing this that you will stand the best chance of attracting people to read, share and link to your blog content.

If your own team lacks the time and skills to take on blogging themselves – and perhaps even if they would be capable of it – it could be well worth having a chat with our SEO marketing experts about how we could provide this service.

Can you think of enough ideas for it?

You won’t want to start out with a blaze of ideas for what to blog about, only to flag later. That’s why, if you’re going to do blogging on your site, it’s a good idea to make the generation of blog ideas part of your daily routine.

If you can quickly jot down 10-12 ideas for what you could blog about, perhaps with the help of ‘inspiration’ from looking at competitor sites, your ecommerce store could be a very good candidate for a blog.

Will you be able to drive visitors to your blog?

The traffic to your blog – as well as the links to your blog posts from other sites – that will make all of the difference to your blog’s SEO effectiveness, will need to be earned somehow. That might be a slightly daunting thing to have to try to accomplish, from a standing start.

So, you’ll need to have some sort of marketing strategy to start bringing the visitors in. You might, for example, talk about and link to your blog and its content from your main site (of course), social media posts and email newsletters.

Are you an expert in your field?

Ideally, it helps for those who blog about certain products, services or related issues to actually be experts in these subjects. That doesn’t mean you have to be famous in your industry, but there needs to be a sense that you are a credible authority on what you are blogging about.

Yes, you might be able to ‘get away’ with faking it for a certain period of time. However, if you are to rack up those views, shares and links from reputable sites in the long run, you’ll need to possess genuine knowledge and project some real expertise.

Are you looking for the services that will bolster your own site’s SEO in 2020 – potentially encompassing not only blogging, but also the likes of on-page optimisation, technical reviews, monthly reports and consultancy? If so, we would be pleased to take your call or email when you contact us in Gibraltar, London or Edinburgh.

Do the physical locations of your ecommerce customers really matter?

Piranha Designs - Thursday, March 05, 2020

While some observers might think the answer to this question would be automatically “no”, geography does make a difference to ecommerce conversions – and there are various ways your own online store could make the most of the locations your customers are shopping from.

You’re probably already broadly aware of the counties, regions or even other countries where your shoppers reside. Buyers need to provide this information about themselves at the checkout stage, and it can also be seen in Google Analytics when Enhanced Ecommerce is enabled.

It’s much less likely, however, that you will have given much thought to how you could incorporate geographical variables into your marketing campaigns. By first knowing how to evaluate which locations are performing best with regard to such factors as sales, number of transactions and profitability, you’ll be able to target audiences with your marketing much more effectively.

As for what causes what might be very significant performance differences from one region to another, below are some of the factors to bear in mind – and how your brand might adjust its marketing approaches accordingly.

  • Marketing costs. It might cost you more to reach a customer from, for example, London, than from York, such as if you are running a Google Ads campaign. So, if you know your total sales and marketing cost for each region, you might calculate the relative cost per conversion for each of those localities, and therefore profitability. It may be that you get more transactions from your London customers, for example, but that your York shoppers give you greater overall profit.
  • Products. The products or product types of yours that are most popular might noticeably vary from one region to another. Even drilling down to certain product attributes such as colour, size and materials, you may see significantly differing preferences, which could have big implications for your regional marketing efforts.
  • Population. Touching a bit on what we said above, you might gain more sales from certain cities, towns or regions, simply because they are the most populous. That’s why you might gain greater insight into the true levels of demand for your products on a region-by-region basis, if you divide the number of customers in each region by its total population. When you do, you may find that you’re getting poor value for money out of your marketing in one locality, but that you could benefit from upping your marketing spend in other regions.
  • Household income. You’re likely to get a greater lifetime value (LTV) out of customers situated in geographical areas where the level of disposable household income is higher. So, checking which regions command the highest average household income could help you to direct your marketing towards more profitable localities. Statistics from the Office for National Statistics (ONS), for example, indicate that as of 2017, London had gross disposable household income (GDHI) per head of £27,825 on average; the equivalent figure for Wales, meanwhile, was a much lower £15,754.

When we draw attention to the above geographical factors, we aren’t saying that other demographics – such as age and gender – aren’t important. Those factors should be considered by ecommerce site owners as well, and can provide even greater insight into the customer buying patterns that help the savviest merchants to direct their marketing expenditure more effectively.

Give the Piranha Designs team a call now, whether at our Gibraltar, London or Edinburgh offices, and we’ll be pleased to have a chat with you about our various website design, SEO and marketing services that could make a significant difference to your brand’s success in 2020.


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