Content marketing has become one of the best (and most cost-effective) ways to get traffic to a website. When done right, the traffic keeps coming long after you stop actively promoting it.

If you own an e-commerce website and want to learn how to utilize blogging to grow your brand and increase your sales, this is the guide for you.

I’ve personally grown blogs to over 250,000 monthly visitors, and I’ve worked with dozens of clients in the e-commerce space to help them do the same. Here’s an overview of my seven-step process to starting and growing an e-commerce blog. 

But first…

Creating a blog has a whole host of benefits for e-commerce websites:

• It can help you move visitors along your marknadsföringstratt so they eventually buy.
• You’re able to rank highly for keywords on Google that your product pages could never rank for but that are still important for building brand awareness and finding customers.
• It can help you grow your email list.
• You’re able to continue to get traffic without constantly spending money on ads.
• It provides many opportunities to link to your product and category pages to help them rank better on the SERPs.

If you don’t know what some of these things mean, don’t worry—I’ll explain them along the way. But for now, let’s take a look at some e-commerce blogs that are working well right now so you can see the end goal.

Examples of successful e-commerce blogs

Three of my favorite examples of e-commerce websites using blogging are:

1. Solo Stove
2. Flatspot
3. v-dog

Solo Stove comes in at the top of my list due to its excellent use of videos, photos, and helpful information on the blog. It also does search engine optimization (SEO) really well, bringing in an estimated 329,000 monthly visits from Google (data from Ahrefs’ Site Explorer).

In fact, it’s grown its brand to such a level of popularity that it even created search demand for keywords that include its brand name in them, then created blog posts to rank for those keywords:

But that’s not all it did. Its blog posts also rank for other keywords in its marketing funnel, such as how to have a mosquito-free backyard or how to change your fire pit’s colors.

Then on its blog posts, it uses pictures of its fire pit:

Ranking for these keywords does two things:

1. It introduces Solo Stove’s brand to people who may eventually purchase a fire pit from it.
2. It gives the brand the opportunity to promote its products to an audience who may not have even known it existed, such as the “mosquito free backyard” keyword.

Moving on, skater brand Flatspot also does blogging well, with a cool ~80,000 monthly visitors to its blog just from search engines.

One of its tactics is to piggie-back on the popularity of new shoe releases from major brands like Nike, then use that traffic to get readers to buy the shoes directly from it:

Finally, let’s look at v-dog—a plant-powered kibble manufacturer that gets ~8,000 visits per month.

My favorite post it’s done is its guide to making wet dog food at home, which ranks for the featured snippet for “how to make wet dog food”:

This guide directly promotes v-dog’s product to make wet dog food. So people who search the query will be introduced to its brand and potentially buy its product to make their own wet dog food at home.

And there you have it—three examples of blogging for e-commerce that’s working right now. With that, let’s talk about how you can start your own blog.

In my 10+ years as a professional SEO and freelance writer, I’ve worked with over a dozen e-commerce stores to help them grow their website traffic. I’ve also run several of my own e-commerce websites.

In that time, I’ve distilled what works into an easy-to-follow seven-step process:

1. Do some keyword research

I never start a blog without first doing keyword research. Not only does this make coming up with blog topic ideas much easier, but it also ensures that every blog post you write has a chance to show up in Google search results and bring you free, recurring traffic.

While we wrote a complete guide to keyword research, here’s a quick and dirty strategy for finding keywords fast:

First, find a competitor who has a blog. Let’s say you’re selling dog food just like v-dog—if I search for “dog food” on Google, I can see some of my competition:

At this point, I look for relevant competitors. For example, Chewy and American Kennel Club are good competitors for research. But I’ll skip sites like Amazon and Walmart, as they are just too broad to get relevant data from.

Next, plug the competitor’s URL into Ahrefs’ Site Explorer and click on the Organic keywords report to see the keywords its website ranks for on Google:

In this example, it has over 700,000 keywords. That’s way too many to sort through. Let’s add some filters to make things easier:

• First, set the KD (Keyword Difficulty) score to a maximum of 30 to find easier-to-rank-for keywords.
• Then we can exclude brand name keywords using the “Keywords” dropdown, set it to “Doesn’t contain,” and type in the brand name.
• If the website has /blog/ in its blog post URLs, you can also set a filter in the “URL” dropdown to “Contains” and type “blog” in the text field. In Chewy’s case, it doesn’t do that, but it does use a subdomain for its blog, which we can search specifically.

When you’re done, it should look like this:

In the case of chewy.com, this only shaved it down to 619,000 keywords. That’s still a lot—let’s filter it down further. We can apply the following:

• Minimum monthly search volume of 100
• Only keywords in positions #1–10
• Only show keywords containing “dog,” since my example website only sells dog food, not all animal food

Here’s what it looks like with these new filters applied:

Now I can find some more related keywords like “what to feed a dog with diarrhea” or “can dogs eat cheese.”

In addition to picking interesting keywords, you can also get an idea of how to become a topical authority on the topic of dog food by searching “dog food” in Ahrefs’ Keywords Explorer.

This keyword is extremely difficult to rank on page #1 for. However, if we go to the Relaterade termer report and set the KD to a max of 30, we can see keyword ideas that are still relevant but may be easier to rank high in the search results.

Go through and click the gray + sign next to any keywords you may want to target to add them to your list of potential article ideas. 

2. Create templates for future blog posts

One of the first things I do when I create a new blog is to establish a repeatable template that I use for every post. Typically, it looks something like this:

It has breadcrumb navigation to help with SEO and navigation, the article title and the date it was last updated, then a short intro with an image on the right to make the lines shorter (and easier to skim). Finally, I include a clickable table of contents to help with navigation, then get into the article.

Within the article itself, I will use headers (H2s) and subheaders (H3s) to make my content easier to skim and to help Google understand what each section is about.

You can make templates for every kind of post you plan on creating—such as list posts, ultimate guides, tutorials, etc.—and reuse them for every post you ever create. It’s a huge time-saver.

While you’re at it, you should also create a standard operating procedure (SOP) that you go through for every article. This could include writing guidelines, what to do with images, formatting, tone, etc.

3. Outline your article

I never dive into writing an article without outlining it first. An outline ensures the article is well structured and planned before you start writing, and it bakes SEO right into your writing process. It’s another big time-saver.

Typically, you want this outline to include:

• Potential title or titles of the article
• Target keyword
• Brief description of the article angle
• Links to competing articles on Google for research
• Headers and subheaders, with brief descriptions of the section as needed

Here’s a look at part of an example outline I’ll either send to my writers or write myself:

I wrote a guide to outlining content, which you can follow here for the full step-by-step process.

4. Write, optimize, and publish your post

Next up, it’s time to write your article. As you write more articles, you’ll find what works for you—but you may find it easier to fill in the sections then go back and write the intro once the article is finished.

Here are a few writing tips to help you become a better writer:

• Ditch the fluff – If a word isn’t needed to bring a point across, cut it.
• Keep your paragraphs short – Two to three lines per paragraph is plenty, especially for mobile readers where the screen width is shorter.
• Use active voice over passive voice – Here is a guide for that.
• Make your content easy to skim – Include photos and videos and make use of headers and bulleted lists to share key points.

Once you’ve written your article, do some basic on-page SEO to help it rank higher in search results:

• Ensure your article has one H1 tag – The title of the article.
• Have an SEO-friendly URL – Include the keyword you’re targeting, but keep it short and easy to read.
• Link to other pages on your site using proper anchor text – Here’s a guide for that.
• Ensure your images have alt text – This is the text Google uses to read what the image is about, as well as what is shown to readers if the image can’t render.

Till sist, publicera your post and give yourself a pat on the back.

5. Add product promotions, email opt-ins, and internal links

Before you promote your content, there are a few things you can do to squeeze more ROI from it—namely, you should add a way for people to either push them through the funnel toward purchasing a product or subscribe to your email list. I’ll give an example of each.

First, Solo Stove wrote an article titled “Ambiance Is A Girl’s Best Friend,” where it promotes its tiny Solo Stove Mesa as a way of improving a space’s ambiance: 

Beyond directly promoting your products in the articles, you can also add email opt-ins that give people a percentage off their orders. You may lose a little money on the initial order. But once you get someone’s email address, you can promote to them again and get multiple orders from them.

For example, Primary sells kids’ clothing and uses this email pop-up to promote money off its products after you spend a certain amount of time on its website:

Just make sure your discount code only works once per unique IP address. You can learn more about how to do that här if you use Shopify.

Finally, when you publish an article, you should make it a point to add internal links to your new article from older articles. 

This won’t be as important for your first few because you won’t have a ton of articles. But as your blog grows, it’s an important part of the process to ensure your readers (and Google) can still find your articles and that they aren’t buried deep on your site.

Refer to our guide to internal linking to learn more about this step.

6. Promote your content

Vid det här laget är ditt innehåll live och optimerat för både konverteringar och sökmotorer. Nu är det dags att få lite ögonglober på det.

Vi har en hela guiden till marknadsföring av innehåll du borde läsa, men här är några höjdpunkter:

• Dela artikeln på alla dina sociala mediekanaler
• Skicka artikeln till din e-postlista om du har en
• Dela ditt innehåll i relevanta gemenskaper (som relevanta Reddit-forum)
• Överväg att visa betalannonser i din artikel

Det finns mycket mer du kan göra för att marknadsföra ett verk, inklusive nå ut till andra bloggägare. Men jag ska inte ta upp allt det här.

Den andra viktiga delen av att marknadsföra ditt innehåll är att få andra webbplatsägare att länka till dina nya artiklar. Det här kallas länkbygge, och det är en avgörande del av SEO.

Det finns många sätt att bygga länkar. Några av de mest populära inkluderar:

Länkbyggande är ett helt ämne för sig. Om du menar allvar med att blogga och få söktrafik är det en avgörande färdighet att lära dig.

7. Skala dina ansträngningar

Det sista steget i att blogga för e-handel är att skala upp dina ansträngningar genom att skapa repeterbara processer för varje steg och anställa personer för att utföra de uppgifter du själv inte behöver göra.

Du kan anlita frilansskribenter, uppsökande specialister, redaktörer och mer. Du kan sätta ihop en full SEO-team för ditt företag.

Om du inte är på ett ställe där du kan börja anställa finns det fortfarande saker du kan göra för att få ut mer av din tid, som att skapa de SOP som jag nämnde tidigare.

Slutgiltiga tankar

Att blogga är ett av de bästa sätten att öka din e-handelsbutiks trafik och försäljning. Det kostar mindre än traditionell betald reklam och kan fortsätta ge avkastning långt efter att ett inlägg har publicerats.

Den här guiden hjälper dig förhoppningsvis att starta din e-handelsblogg och publicera ditt första inlägg. Men kom ihåg att framgång med bloggandet inte sker över en natt. Det krävs faktiskt tre till sex månader i genomsnitt för att se några resultat av dina SEO-ansträngningar. Fortsätt lära dig och ha tålamod.