Blog content is a powerful tool in your e-commerce SEO arsenal. It not only helps you build authority but also significantly boosts the ranking of your product pages. This, in turn, leads to a substantial increase in both traffic and sales, making your e-commerce venture more successful.

Approximately 75% of Shopify stores have a blog, but fewer than 10% generate traffic or sales from it. I've checked over 500 Shopify blogs this year. I've also helped over 75 brands with content plans in the last few years. I found six things that make blogs work:

1. Right keyword intent

2. Good on-page structure

3. Smart internal linking

4. Quality content

5. FAQs

6. Product integration

Let's break down how to utilize these six elements in your Shopify blog.

Keyword Intent and Research

One of the most common pitfalls for many Shopify stores is the failure to understand keyword intent. It's not just about selecting the right keywords, but also about understanding what people are searching for when they use those keywords.

Let's say you sell protein powder. You want to write a blog post about the best protein powder. Before you write anything, check what Google ranks for that keyword.

• Open Google.

• Search "best protein powder."

• Look at the top 10 results. Are they:

  • Product pages?

  • Affiliate pages?

  • Information articles?

  • Comparison articles?

See what kind of article Google prefers. If Google only shows product pages, a blog post won't rank on the first page of search results. Google believes product pages are the most relevant result for that search.

If the top 10 results are affiliate links, your article might not do well. You might get to page two, but not page one.

For "best of" keywords, Google likes comparison articles. These articles break down the top options. If you write this article for your protein brand, don't just say yours is the best. Include your competitors and explain their pros and cons.

To research keyword intent:

• Google your keyword.

• Look at the search results page.

• Analyze the content format of the top results.

• Study the depth of the content.

Read through the headings to get a feel for the structure. Then, please read the articles to see what they say.

On-Page Structure

Once you know the intent and structure, you need to set up your blog post well. This helps readers and search engines. There's no perfect structure, but here are some key things:

• Meta title: Put your keyword at the start. Keep it short (50-60 characters). Make it enjoyable to get clicks. Add a modifier like "2024" or "expert guide." For example: "Best Protein Powders for Muscle Building in 2024: A Buyer's Guide."

• Meta description: This isn't a direct ranking factor. But it's still essential. Put your keyword at the start. Keep it short (130-150 characters). Write it like an ad to get clicks. Highlight what makes you different, such as offering free shipping.

• Title (H1): This is the title of your page. Again, put your keyword at the start. You can make it a little different from your meta title. The meta title should be more click-friendly. The H1 can be more generic.

• Subheadings (H2s, H3s, H4s): Structure the content in a way that makes sense. Look at your competitors for ideas. Use different forms of your keyword in the subheadings. Break up the content for readability with headings and bullet points.

• Answer common questions: Include an FAQ section. Or, answer questions in the H2s or H3s. Give the most complete answer possible.

Remember, the key to ranking high is not just about meeting a word count, but about providing the best content on the internet for that keyword. This means having a compelling hook, comprehensive coverage, visual aids, expert insights, data, and real-life examples.

Strategic Internal Linking

Internal linking is often missed, but it's essential. Internal linking:

• Helps search engines understand your site structure.

• Passes link value to your product pages.

• Guides readers to your products.

To use internal linking well:

• Link to the most essential product page within the first 100 words.

• Add two to three links to related blog posts.

• Use descriptive anchor text that includes keywords.

• Don't use generic anchors like "click here."

Content Depth and Quality

You can use AI to write blog content. But AI content is often surface-level. You need to add more value to stand out.

Make sure your content is the best for that keyword on the internet. The best content includes:

• A good hook: If people don't like the first few sentences, they won't read more.

• Complete coverage: Cover the main topic as fully as possible.

• Images and charts: Use them if they help explain your point.

• Expert Insights: Share Your Thoughts and Experiences.

• Data and stats: Back up your points with data.

• Examples: Demonstrate how things work in real-life situations.

Don't just write a certain number of words. Make sure every paragraph and sentence has a purpose.

FAQs

The FAQ sections are manageable to add. They can help you rank for long-tail keywords. They can also help you get featured snippets.

If you're selling products, FAQs can address concerns that prevent people from making a purchase. You're handling objections before they get to the product page.

To add FAQs:

• Type your keyword into Google.

• Scroll down to the "People also ask" box.

• Copy the questions.

• Answer them in one to two sentences.

Review and Product Integration

You won't always be selling in your blog content. Blog content often has a low conversion rate. But blog content isn't always meant to sell. Sometimes, it's just to inform.

If someone searches "what is protein powder," they're not ready to make a purchase. They're just learning about protein powder. Don't try to sell to them right away.

But if someone searches "whey protein powder vs casein protein powder," they're closer to buying. You can do more selling in this case. If you sell whey protein, explain why it's better. Then, offer your product.

If someone searches "best protein powder," they're ready to buy. In this case, you can sell directly.

To sell effectively:

• Include a comparison table of your products.

• Show different product pictures.

• Use a clear call to action with a button to "Shop here" or "Buy now."

Take Action Today

By following these steps, you can create blog content that ranks high on Google. This will increase traffic and revenue for your e-commerce store.

Ready to take your e-commerce SEO to the next level? Start implementing these strategies today!