The Elemental Guide to E-Commerce Part 4 – Content

Welcome back to the Elemental Guide to E-commerce SEO. Up until now, we have covered the basic needs of your store, we dove into the technicalities of what can be done to optimize your e-commerce store and in part three we covered the content around your products.

Essentially, by the time you have reached part 4, your e-commerce site should be ready from an SEO perspective. Some items are maybe a little more complicated to implement on your own due to its technical nature which is why we will provide how-to guides to assist you.

Now that your site is ready, how do you continue to market it? What can you do to get a competitive edge over those that are in the same industry as you? It is as simple as starting a blog.

Why should I start a blog on my E-Commerce store?

From an SEO and general marketing perspective, a blog is an important addition to growing your site because it increases the chances of potential customers finding your site through organic searches, social media and so much more.

Ultimately, if you create content that is aimed at your audience, with the constant addition of content to your site, you increase the chances of your site gaining better visibility in search engines. It helps to establish your store and brand as an expert in the industry which leads to more sales.

Blogging is also a really great way to help your other marketing efforts. For example, if you have a Facebook and/or Instagram page it is important to stay active on these platforms. Having extra content to share is always a win.

The Starting point for an E-Commerce blog

One of the most important aspects of a blog is to make sure that you align it with your store so that they target your key markets. If this isn’t done correctly, you aren’t really going to benefit from the full potential of the blogs.

To start a blog you need to do the following:

  1. Plan who your target audience is.
  2. Understand their demographics and psychographics. In other words, what do they like? What are their values? What are their interests and hobbies?
  3. Understand where your target audience spends most of their time.

These three points will help you understand what type of content you need to create to ensure you are not only adding value to their lives but also setting your brand up to be an expert in the market.

Once you understand the above, take the keyword research you did in part 1 of this series and see what content you can create that makes use of these terms. This will not only target the term specifically but also long-tail versions of it.

For instance, if you sell pots, the key term would be “buy a pot”. The long-tail term that you are creating content around could be “Make the perfect curry using this pot”. This helps both users and search engines understand what it is that you are selling and promoting.

Once you understand what (keywords) and who (target audience) your focus should be on the form or type of content you need to create for your site in order to assist them.

What type of content should I use for my e-commerce store?

This is a little trickier to answer because it would depend on your audience. We do recommend not over complicating things in the beginning and keeping it simple. Become comfortable with one aspect of content before moving to the next.

Here are some of the types of content you can create:

  1. Emails & Newsletters
  2. Social Media Content
  3. Blog articles

Each has its own set of benefits but at the end of the day, we would suggest starting with a blog. This gives you the opportunity to have content that can be distributed to various social platforms and newsletters.

A blog is what is going to help make your marketing efforts worthwhile. It becomes the anchor in your marketing efforts. What is important to note is the types of content you could create.

The content types that you can create include:

  1. Articles
  2. White Papers
  3. Videos
  4. Case Studies
  5. Photos
  6. Infographics
  7. Ebooks

These content types all have their purpose as well as their level of difficulty. To know where to start depends on the type of brand you are trying to establish. For instance, if you are going for a more visual approach, the ideal type of content would be either videos, infographics or images.

You can, of course, use a mix of the above to tell a story that is completely unique to your store and brand. This is where creativity kicks in.

What content should I cover on my blog?

Now that we have covered the purpose of blogging, where to start and some of the content types that you can create, let’s discuss a few topics you could cover?

We have outlined a couple of topics that you can create content around. These are simple and easy to generate content around so that you can get started right away. Let’s have a look.

Employee Picks

This is a relatively simple way to generate content on an ongoing basis. This post can be a monthly feature that gets your employees/team to mention what product (that you offer) they would recommend to their family and friends as well as why they recommend it.

This creates some sort of confidence around your products because your employees use and recommend them. It also gives you the opportunity to get a little personal with your audience.


This becomes a valuable bit of content that will always add value to your site. Whether you sell a service, product or both, having a “how to use” add-on will add tremendous value to your site.

These posts not only help educate existing and new customers about how to make the most of what they have purchased but also show potential customers that you want to educate them as much as possible. Your main aim is to provide them with excellent service.

Company/Product news

This is a relatively easy topic that will be an ongoing avenue to generate content around. You can create new posts about a new product that is being released, updates to existing products or just general news about your company.

This keeps customers in the know about you as a brand and the products that they have come to love. In addition, it adds that extra level of service that also grows your brand.

List-based content

Lists are a quick way to promote a set of products for a particular purpose and let’s be honest, who doesn’t love a list. These posts are super easy to do and can help boost the popularity of your products. Plus, these lists can be created for a specific occasion like Christmas or Father’s Day.

There are so many different content types that this list can go on forever. These topics just need to be specific to your products as well as your brand. Do not just create content for the sake of content, it isn’t worth the effort.

In conclusion

Blogging is super important to your e-commerce store. Not only does it grow your SEO but it also gives you material that you can post to social media and share in a newsletter. It keeps you and your target market in touch.

It is important to remember quality over quantity & the content you create needs to have purpose and meaning. If you are able to find the time to create one blog a month but it is of excellent quality, then great, stick to that!

That concludes part 4 of Elemental Guide to E-commerce SEO. In the final part of this series, we will tie all aspects together and discuss a few extra ideas to help you achieve success with SEO and your e-commerce store.

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Having been established in 2005, in Cape Town, South Africa, Elemental is primarily focused on providing web development services and digital marketing campaigns.