Today, we’ve been reading a lot about doing SEO without content marketing. There are numerous digital marketing experts, telling us that ranking high is possible without having a blog. Some even emphasize that doing content marketing kills SEO.

But, is it really true?

Of course not. You can do some technical SEO, optimize your site for your major keywords, use social media marketing, or try out different link building practices. Unfortunately, content is still king.

SEO and content marketing are a perfect fit. Not only do they help you improve your rankings and transparency, but also help you boost your authority in your niche.

So, if you have an awesome website and you haven’t started blogging yet, here are a few reasons why you should rethink your strategy.

It is Good for your SEO

When launching an ecommerce website, we’re all striving to rank higher, drive more website traffic and, of course, make more sales. Unsurprisingly, to achieve any of these goals, you need to have a solid SEO strategy. And, blogging should be its integral part.

First, Google is constantly getting smarter. Its major priority is to impersonate the way humans communicate and make its searches more natural. Precisely because of that, it won’t be pleased to see your keywords stuffed randomly throughout your site. If its crawlers notice any form of spam on your site, you may get penalized. To avoid this, you need to implement your keywords organically and the only way to do so is to create quality content around them. Remember, today’s SEO is about storytelling and putting things in the right context.

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Second, having a blog is the only way to build organic internal links. By publishing your content regularly, you are given an awesome opportunity to link to the posts you’ve published earlier. This way, you will make your content more available to your readers and help Google index and rank these pages once again.

Most importantly, blogging improves your backlink portfolio. Sometimes, you don’t have to do link building at all to drive quality traffic to your site. Once you start creating relevant, informative, and engaging content, you will position yourself as a reliable source of information. Both your target audience and other authoritative people in your niche will notice your blog’s value and start sharing your posts and linking to them regularly. And, with shares and likes come better rankings. Namely, Google will notice your relevance and rank you higher.

It Builds Trust and Increases Brand Awareness

When launching a business, you need to be realistic. You’re not the only one out there. On the contrary, there is a plethora of sites similar to yours. So, to get noticed and get your customers to choose you over your competitors, you need to boost their awareness of your brand.

Your blog gives you a chance to tell a story about your brand and promote it in a more organic way. Statistics tell us that 82% of customers feel more positive about a brand after reading their blog. But, you shouldn’t write about yourself solely. People don’t love self-serving content. Make sure your posts are educational, industry-specific, and informative. You need to keep pace with the latest industry trends and, above all, know what keeps your customers up at night and help them solve their problems effectively.

This is how you will manage to position yourself as a trustworthy source of information and get your customers to visit your site over and over again.

It Improves UX and Boosts Sales

If implemented properly, your content marketing strategy can boost the overall user experience and maximize your sales.

First, you need to experiment with the forms of content. Writing traditional articles is not enough to keep people interested. You need to be creative. Try out videos, infographics, quotes, gifs, massive guides, podcasts, and quizzes- anything that will keep them on your site, excite them, and guide them towards making a purchase.

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Second, make sure your blog is reader-friendly to minimize bounce rates. It doesn’t matter if you use a SaaS platform like Shopify or open-source one like the Magento ecommerce platform, you should invest a lot in your website functionality and visual appeal. Make your content easily scrollable, leave a lot of white space to make it easy-to-read, and choose fonts and colours that won’t distract your visitors. To keep them longer on your site, you can provide suggested content, based on their searches.

Go the extra mile in maintaining your content’s consistency. Have an editorial calendar and publish posts according to it. When creating visual content, use the same patterns, colours, fonts, logos, and filters. To get the most of your written and audio forms of content, establish a unique and recognizable language, tone, and voice.

These are all techniques used to help you build a recognizable brand. Your content is here to inspire, to educate, and to communicate with your customers. It is supposed to lead them from one point of your sales funnel to another, towards making a buying decision.

It’s a Long-Term Strategy

Even when the buzz created around your latest blog post dies down, it’s not over yet. Namely, this piece of content will remain on your blog and appear in search engines for weeks, months or even years. There are numerous techniques you can use to remind your target audience of the article you’ve published in the past.

You can share it again on your social networks, update it for comprehensiveness or even repurpose it and promote it again. There are the internal linking practices I’ve mentioned above, too. Your fresh articles should link to at least one old blog post. Not to mention that there are those super-engaging, evergreen pieces of content that keep racking up hits even after a few years. According to HubSpot, 1 in 10 blog posts are compounding.

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Conclusions

Blogging is the backbone of your ecommerce business. It is an investment you shouldn’t ignore.

Publishing quality content gives you a chance to get noticed, become authoritative in your niche, and sell more products.  Most importantly, it helps you build stronger relationships with your target customers and take your customer retention practices to the next level.

How long have you been blogging? Maybe you’re just starting out? We’d like to hear how blogging helps your ecommerce site!

About the author

Raul Harman

My name is Raul, editor in chief at Technivorz blog. I have a lot to say about innovations in all aspects of digital technology and online marketing. You can find me on Twitter and Facebook.