A blog on an ecommerce site

Why do so many ecommerce sites have a blog? Is that because online shop owners love to write posts? Or perhaps they have a lot of spare time on their hands? Probably not. Although blogging is lots of fun, it also is a great marketing and SEO strategy. And because of that, ecommerce site owners start a blog. Here, I’ll explain why blogging is such a great marketing and SEO strategy. On top of that, I’ll give some practical tips on how to set up a blog on an ecommerce site.

Why blog on an ecommerce site?

Inform your audience about you and your products

Blogging is a great way to inform your audience about your product. In a blog post, you can show how to use a product and why people should buy it. You can also tell your audience about yourself and your company. And you’ll be able to tell the story of your products from your perspective. If you’re, for instance, selling baby clothes on your site, a blog about children and children’s fashion is a great idea.

Stay top of mind

If you blog on a regular basis and post your blog posts on social media, you’ll stay top of mind of your audience. You want your audience to remember you, even when they’re not going to buy anything just now. If a visitor encounters one of your posts on how to dress children on a hot day, for instance, this visitor may not immediately want to buy new clothes for his or her children. But, they got to know you and your ecommerce site through your post. That way, you increase the chance people think about you when they DO need new clothes for their children.

Blogging is a great SEO strategy

Maintaining a blog contributes to SEO as well. Every time you write a new blog post, you’re adding fresh content, which Google likes. In addition to that, maintaining a blog will allow you to start writing content related to those keywords you would like to rank for.

Practical tips for your blog on an ecommerce site

What to blog about?

You can write about all kinds of things on your blog, but make sure to do proper keyword research first. You need to know what search terms you want to be found for. These keywords should be leading when you choose what to blog about. A keyword, however, is not a topic yet. You need an angle, a story around such a keyword.

A great way to come up with ideas for blog posts is by referring and writing about current events. Keep an eye on different news sites, and write posts in which you incorporate your views on the news in your niche. Another way to get ideas is to invite your audience to leave comments on your blog. It may take a while to get them, but you could receive some questions or feedback that are excellent starters for your next post.

Read more: 6 tips for coming up with blog ideas »

Blog in the menu

The menu or top navigation of your site helps visitors understand what your website is about and what you’re offering. It should reflect the structure of your website. If you add a blog to your ecommerce site, you should make sure it also appears on your menu. A blog should be on your main menu.

I would advise you to set it apart from the categories of your ecommerce site. Put it all the way left (next to home), or all the way right in your menu, for instance. You should be able to click through to your blog from your homepage. After all, you want visitors to find your blog easily. And linking to your blog from your homepage will indicate to Google that your blog is important, which can increase the ranking of your blog. Also, make sure your blog is on the same domain as your ecommerce site, this way both your ecommerce site and your blog will profit from each other’s rankings.

Use of tags

If you have a blog on your ecommerce site, you’d probably write a lot on topics related to your products. Maybe about events where you use them, or what to use them for, how to use them best, comparisons between different products etc. Therefore, it makes sense that your tags will partly overlap with the product categories and subcategories of your shop. This is OK. Because in the end, you’d like to rank with those posts to draw people to the products you sell. And, if you group products, whether that’s in categories or tags, it’s easier to make them rank.

Social media and newsletters

If you start a blog on your ecommerce site, make sure to share these posts on social media as well. In addition to that, you should definitely send out a newsletter promoting your latest blog posts to your audience. People need a reminder of the existence of you and your blog once in a while.


A blog is a great marketing and SEO tool for ecommerce sites. In your posts, you can tell readers about your brand and products, and perhaps also about yourself. No excuses here, just start blogging!

Keep reading: How to start a blog »

Coming up next!

15 Responses to A blog on an ecommerce site

  1. Mark
    Mark  • 4 years ago

    I think blogging on a eCommerce site is underrated. We have gathered so many good placements on Google thanks to blogging on our webshops. + Our customers are now able to find detailed information and guides explaining our products.

  2. sanket
    sanket  • 4 years ago

    Every Ecommerce Website owner should Blogging is important for improving the website rank in a search engine, but it is only possible if you are posting a fresh & knowledgeable content to the audience..

  3. Smuf
    Smuf  • 4 years ago

    Thank you so much to telling me important tips because currently I am started my e-commerce website.

  4. Tarnya at Kitchen Table Web Design
    Tarnya at Kitchen Table Web Design  • 4 years ago

    A blog for an e-commerce site can also provide a great resource for customer service by covering some of the common questions that customers ask. Just link to the article when replying to direct the customer for more detailed information.

  5. Sebastian
    Sebastian  • 4 years ago

    Hi Marieke,
    to me it feels like you could have gone way more in depth but I think this article is a great starting point and gives some nice ideas about the why of an ecommerce site’s blog. Definetly a nice kinda checklist and quick to digest.

    But to actually add to it:
    having a blog is so important for me on my ecom site that I actually switched themes just to have a really nice blog since my old theme didn’t really support it.
    I built my shop on WooCommerce so actually having a blog on the site is a no brainer. But the old theme didn’t really adhere to it and it wasn’t so easy to fix, so I actually switched but also did just incremental improvements to the overall look and feel since we know nothing is worse than a complete relaunch of a site.
    My point is: even though it meant a lot of work and additional cost it was the smart move for me to switch my theme to have more functionality and a better blog. Now I can serve my customers better and have more fun blogging. And yes, it pays.

    Best regards

  6. Amit Ramani
    Amit Ramani  • 4 years ago

    Thank you for these tips. I often blog about the products sold on the website. I include links from the blog article to the respective product pages. That helps with sales.

  7. Olivia Evans
    Olivia Evans  • 4 years ago

    Would it be great if i turn my website into eCommerce site ?
    Website is https://www.crazytech.eu.org

    please reply.

  8. Somenath Sen
    Somenath Sen  • 4 years ago

    Blog is a tool, not only for eCommerce, for any other website. and if you maintain a blog properly it will give you more sales more leads for your business.

  9. Rahul Kumar Shandilya
    Rahul Kumar Shandilya  • 4 years ago

    Absolutely Fantastic! Blogging gives ecommerce website wings. Nicely written and thanks for sharing it.

    • Marieke
      Marieke  • 4 years ago

      You’re welcome, thanks!

  10. Deniss Ignatjev
    Deniss Ignatjev  • 4 years ago

    Thanks! Nice article and good tips.

    • http://www.seorankservices.co.il
      http://www.seorankservices.co.il  • 4 years ago

      Very good article !
      Thanks for the perfect tips :)

  11. Jason Flowers
    Jason Flowers  • 4 years ago

    Hi, with blog posts should we be linking internally from keywords in the blog post through to product category or product detail pages that we most want to be ranked by Google for those keywords i.e. if we write a blog post about how to keep kids cool in summer should we be linking keywords such as “T-Shirt” in the blog post through to the kids t-shirt product category page?
    Or should we link through from that keyword in the blog post to a “corner stone” / key blog post on a similar keyphrase, then from that main, corner stone blog post to products / product category pages?

  12. RT Banjo
    RT Banjo  • 4 years ago

    Please throw more light on this: “Also, make sure your blog is on the same domain as your eCommerce site, this way both your eCommerce site and your blog will profit from each other’s rankings.”
    Directory or subdomain?

    • Willemien Hallebeek
      Willemien Hallebeek  • 4 years ago

      Hi RT, Generally we recommend a directory. A subdomain is likely to cause more technical issues than a directory.