Let’s face it, it’s a very small set of stores that have such a good blog that you want to subscribe to it and read it every week. Most of the content is consumed on social networks and news sites. So why bother blogging for your Shopify store? Because it’s the # 1 type of content to drive organic traffic to your store from Google.
What Results To Expect
As long as you have resolved essential SEO issues using an SEO application like ours, plug in SEO, frequent blogging will increase your search engine impressions and clicks over time. For sure.
Every store we visited with new blog posts at least once a fortnight of at least 600 words sees this gradual increase over time.
Here’s how our Google impressions have increased since we started blogging regularly at pluginuseful.com:
The moment when we started blogging is clear, kicking off a nice regular increase in the visibility of our search engine.
But why does blog content work so well for SEO compared to other types of content?
Good Blog Content Is Unique And Text-Heavy
Search engines love unique, heavy text content. They can easily extract the meaning and therefore display it for much more specific research.
Items like product and collection descriptions are often just a paragraph, and that paragraph can be quite similar to many other products and collections on the web. This does not give this type of content a good chance of being shown.
Instead, ask your team to write blog articles of 600 to 800 words. Google loves it.
Capture The Long Tail Of Search
You may have heard of the ‘long tail’ of SEO. These are the majority of searches that are unique or infrequently searched vs. extremely popular searches. A long tail keyword like [Maltese jewellery] may only be searched a few hundred times a month, but if it is relevant to your business and you can rank high for it it could be very valuable. Much more valuable than the ultra-competitive [jewellery] keyword where ranking high to get anything like the same number of clicks would be futile.
Blog content captures this long tail of search very well. Since search engines have so much text to draw from, you’ll start to appear for many terms that you hadn’t even thought about.
Drive Traffic For Different Types Of Search Intent
Ranking your product pages in Google is great if the searcher is immediately ready to buy your product. But often they’re just researching a topic or looking at their options. Dropping them straight onto a product page, in this case, is not a good experience (note: popups are not the answer!), and this is why Google typically won’t show your product pages in these types of searches.
If you sell protein powder, writing a blog post about ‘How to select the right protein powder’ captures potential customers who may not be ready to buy immediately but want to learn more about the top.
While we’d all love it if customers buy our products immediately on the first visit, in reality this doesn’t happen for most retailers. Thinking about different types of search intent and writing blog posts about those will open up a whole new set of searches for Google to send traffic to your shop for.
How Long And How Often To Blog
There is no hard and fast rule here. The # 1 problem with blogging is that people write three articles in the first week and then give up. Commit to being consistent at first. Either two publications per week, one every two weeks or even less. Those who succeed with blogging for SEO on Shopify turn off this constant flow of content.
You also can’t expect a massive increase in blog post traffic. Although it does happen, the most likely (almost guaranteed) model is that with consistent blogs, you will see your search engine impressions gradually increase over a period of several months. Don’t give up too early and don’t expect a sales tidal wave. Good blog content is a long-term investment that will continue to pay for itself several months or even years after writing it.
Your blog articles don’t have to be primarily images for them to have good SEO. Basically, we recommend 600-800 words, but again, it is much more important to be consistent than to force yourself to write at least that number. Instead, aim to write as long as it seems natural and enhance the text on the images.
Blogging for your Shopify store is a proven way to drive more traffic and sales from Google.
Leave A Comment