Guest contributor

This weeks guest blog post is from Elizaveta Barkalina and the team at Amasty. Established in 2009, Amasty is a leading, Magento Marketplace approved, Magento Commerce extension provider. Check out their 220+ Magento 1 and Magento 2 extension here.

In 2018, about 1.9 billion people made online purchases, and e-retail sales hit $2.85 billion.

For e-vendors these large numbers are both positive and alarming: eCommerce profitability implies relentless competition for customers. Retailers naturally look for all possible ways to boost their chances to be spotted. This includes advertising in comparison search engines (CSEs), promoting the brand in social media and, of course, blogging. We’ll discuss 5 major gains of e-commerce blogging below.

Gain #1. 4-fold increase in traffic

Blogging increases traffic, and the stats here are impressive: 434% upsurge in indexed pages, and hence, in chances to be spotted by Google (according to Hubspot). What’s more, companies that blog have a 55% increase in site visitors. Sounds very tempting, right? But that’s not all blogging has to offer.

Gain #2. Top-5 position in Google search results

In fact, blogging (coupled with a comprehensive SEO strategy) is one of the best ways to improve your visibility and rank high in Google and other search engines. But how to rank high? Comply with the engine’s algorithms. We’ll consider how it works with Google.

eCommerce blogging: how to rank high in Google

In August 2018, Google introduced a new E-A-T algorithm. The algorithm sets Expertise, Authoritativeness and Trust as key factors that define the website ranking. Here are some things to bear in mind when striving for high ranking under the new rules:

Know your customer Today it’s the usefulness and applicability that measure the quality of content, so if you produce content that offers solutions to the problems your customer’s faces, the posts are very likely to grasp attention and assist conversion.


Keep your blog fresh It’s about regular updates to have your blog pages reindexed faster, which boosts your ranking in search engines. How often should you post? Experts’ opinions differ. But the key idea is as follows: the smaller your company, the more frequent the blog updates.


 Be consistent Why potential customers come to the blog? In most cases, they look for answers or to-do guides that can help them resolve the issues they deal with. Therefore, you should be consistent with your message and the main idea. This is the only way to keep your customers coming.


Gain #3. 60% increase in trust

Blogging is a powerful tool for building customer loyalty and trust in your brand. The statistics here are amazing:

  • 60% of customers are more positive about a company after they read their blog.
  • When it comes to learning about a vendor, 70% of customers prefer blog posts to ads.
  • Over 80% of US customers actually trust the info they read on a blog.

Gain #4. +2 powerful marketing instruments

Marketing platform for telling your story

Blogs make a useful tool not only for attracting readers (potential customers), but also for self-presentation, or telling your story.  Have you already tried storytelling? If so, there’s only one thing to remember here. Be consistent. If you’ve already created a compelling and emotional story about how your store got to where it is now, you have to stick to it without dramatic twists and turns. Otherwise, all the efforts you’ve put into telling your story in your blog will turn futile. Customers’ trust is the hardest matter to acquire and the easiest one to lose.

A good medium for unintrusive advertising

Here are some inspiring data on blogging: about 80% of internet users read blogs. And 70% of them view promotion through blog content as quite acceptable. Besides, 61% of shoppers decide on a purchase upon reading the company’s blog, and online pre-shopping research is not only typical of individuals. Businesses are also in. According to Demand Gen Report 2018, 49% of B2B customers said they now rely more on content to research and make purchase decisions. So why not give it a try and pour some store-related content into a blog article? Just remember that the content should be related to your readers’ needs.

Gain #5.  Affordable cost

Blogging costs don’t need to be exorbitant. Here are some tips to save up with no damage to quality:

  • Hire smartly. It’s not necessary to engage 10+ writers to have a profitable blog. It’s better to cooperate with 2-3 professionals able to generate quality content, compounding posts included.
  • Choose quality over quantity. Though 16+ posts per month are great, can you be sure they all are equally great? If not, it’s better to post more rarely but to preserve the content quality.
  • Optimise efforts and costs. Adding a blog to your website may take additional time and programming efforts. Do you use some e-commerce platform? Then e-commerce extension vendors have most likely resolved the trouble for you, offering a relevant extension. Check Blog Pro for example. This module will make an integral part of your Magento 2 website without hampering store operation. Besides, a recent module update has ensured integration with PageBuilder, which replaces WYSIWYG with a convenient drag-and-drop editor for post creation.

Summing up

In 2018, the overwhelming 91% of marketers reported blogging as a key content marketing initiative, which makes blogging highly beneficial for any eCommerce business.

And some more stats: according to CMI, B2C companies, including e-shops, made spectacular progress thanks to content marketing and blogging:

  • 79% report advancements in creating brand awareness;
  • 65% succeeded in building credibility;
  • 63% report improved customer loyalty as their major advancement.

Meet three needs in one deed: set up a quality blog and boost your brand recognition, trust and reputation.

About the Author

Elizaveta Barkalina is a part of the Amasty Content team. As an Amasty Author, Elizaveta loves writing and blogging. Elizaveta believes explaining complex matters with the most suitable words is the main task for bloggers, as it helps readers grasp the main idea with ease and use it when solving their problems.