Sellerscast: How To Get To Page 1 With Your E-Commerce Blog
On November 13th, 2018 our own Andrew Maff, Director of Marketing, sat down with our own Gina Milazzo, Head of Accounts, to talk about how to get to page 1 with your E-commerce blog.
Andrew Maff: Hello, welcome to episode three of Seller's Cast. I'm Andrew Maffetone.
Gina Milazzo: I'm Gina Milazzo.
Andrew Maff: I realize that I didn't introduce us last week, so we skipped it.
Gina Milazzo: It was pretty rude.
Andrew Maff: It was totally fine. But this week we are doing how to get to page one with your eCommerce blog.
So what we're going to do, we're going to talk about some blog topics, some blogging ideas, some other great ways that you can actually still utilize blog and drive more traffic to obviously sell more of your product. So this is our second take of this, and we had to start over. So I'll start this time if that's okay with you.
Gina Milazzo: Yes, please.
Andrew Maff: So one of the things I know that a lot of sellers don't realize is that there is a site ... Oh my god, what is it called? Where you ask the guy a question?
Gina Milazzo: Answer the Public.
Andrew Maff: Answer the Public.
Gina Milazzo: It's an old guy with the glasses.
Andrew Maff: Answer the Public. So go try Answerthepublic.com/.org? .com. I think it's .com. Try one of them. Answerthepublic.something. It's basically you can go in, start to type in anything, and they will tell you a lot about what people have been asking, what they've been looking for. You can take those keywords and actually go and plug them into ... We've done a couple of different things.
Gina Milazzo: Yeah.
Andrew Maff: So obviously you can plug it in to Google itself and see what some of the top blog posts are. Then what you want to do is just look at what those type ones are and just write a better one, which sounds, "Why is that so hard, Andrew? I can't write. Blah. Blah. Blah." Hire a VA. There's a ton of other bloggers out there. There are people that can write for you if you don't have the time to write. There are websites out there where they can write for you. Going off on bit of a tangent here.
The other thing we do Google Ads Keyword Planner. Take that keyword that you've been going after, slightly more long tail, and go in and look at what is the CBC for this specific keyword. So now you can see how much are people actually bidding on this keyword. If it's a lot, then chances are there's a good amount of traffic, there's a lot of people converting there. So people actually want to be there. So what you can start to do is start to cater your blog strategy towards certain keywords that are ranking higher with Google Ads.
Gina Milazzo: Yeah, and a great way to work that into with Answer the Public is a lot of them are questions. So find a question related to your product category and the benefit of that ends up being twofold. So not only are you giving them an answer, you're also positioning yourself as an authority in your industry. So if you can give them a solution, they're going to be happy you gave them a solution, but they're also going to remember that you're the one who gave it to them.
Andrew Maff: Yeah. So let's go on standard SCO blog writing stuff that you need to have set up. So first of all, yes, you need to write for the keyword. Yes, you need to write for the algorithm, but you also have to write for the person who's actually reading it because if you have a decent or a lower bounce rate or if you have good conversions or you have good traffic to your page, then Google knows that you're doing well. So you start to do better in the algorithm, and it's a cyclical thing. But break everything up. Big, bulky paragraphs of like five or six sentences is way too much. Do bullet points, few sentences at a time in each paragraph, use as much imagery as you can, then you want to have a link to anywhere else on your site, at least one. You want to have a link to any other site off your site. Make sure -
Gina Milazzo: Not a competitor.
Andrew Maff: Not a competitor. Make sure it opens up in a different tab so that they don't leave your site. Then, what is ... Credit, always give credit to photos that aren't yours. You will learn that the hard way.
Gina Milazzo: Yeah. Don't do it.
Andrew Maff: Let's see, what else was on there?
Gina Milazzo: Put all text in your images, that's really important. So super simple. If you have a picture of a pitcher on a table, you can literally just put, 'pitcher on a table,' but make sure you include that.
Andrew Maff: What else? Don't overdo the URL. Just website.com/blog/two or three words category. That's it. You don't have to overdo it. The URL doesn't stand for as much as it used to. The actual index of that isn't as long as it used to be. So keeping those short, same with the title, don't overdo that.
Gina Milazzo: That's a big one. We see the ugliest titles. Oh my god.
Andrew Maff: How many characters is a title now? I think it's 156? Sounds right. I don't know. We should have looked that up before this, but keep titles ...
Gina Milazzo: Do research.
Andrew Maff: Do your research on the blog. Keep the titles relatively short. So the topic, don't worry about going very, very broad. I would say don't do something about if you sell ... Let's say you sell cups. Like how to use a cup. No one's looking that up. So do specific things about five cups that you can't go camping without.
Gina Milazzo: Yeah.
Andrew Maff: So get really specific. Get deep into a community and really hone in on the topic and then go really in depth.
Gina Milazzo: Yeah.
Andrew Maff: Usually I say at least 1000 words or more. A good, solid written article and not just a blog post that you kind of threw out.
Gina Milazzo: Yeah, make sure you're actually focusing on whatever the topic your addressing issue. Like you said, you want to include those external links but in a natural way. You don't want to make someone go through all the trouble of getting on to your blog and then they read it, and they're like, "Oh, cool. Someone's trying to sell me something." Which you are, but you don't want to make it that obvious.
On the topic, also, of getting very into a topic, if your product category is very specific, has a lot of technical jargon, if you are not going to write them yourself, either give very specific instructions to whoever's going to write them or look for a VA or a technical writer that has experience in that industry. We can't stress this enough. If you end up putting content out there that makes you seem even less knowledgeable than the average consumer, you're shot. You might as well have not put it out there at all.
Andrew Maff: Yeah. Track your organic traffic. See what's working. Go back after time and clean up any old blog posts that aren't relevant anymore. If you're not getting traffic, they may actually be hurting you. So you might want to get rid of some. I would let those sit for at least a year. So before you did that, but I agree, it's very beneficial to invest in a quality writer that actually either knows your topic or can take the time to research it. Yeah.
Gina Milazzo: Yeah. Also, on the topic of topics, don't be emotionally attached to topics. So if you picked a topic and you were like, "This is going to be amazing. This is going to do it for me," and then you find out after a year that it hasn't given you any traffic, it's not doing well, and maybe it's a little bit outdated, make sure you don't keep those emotional ties to any pieces of content that aren't helping you succeed in your industry.
Andrew Maff: Yeah. So we mentioned a few different tools in this one actually.
Gina Milazzo: Yeah.
Andrew Maff: So we mentioned the Google Ads Keyword Planner we use. We use Answer the Public.
Gina Milazzo: .?
Andrew Maff: .we're not sure. And then also we also utilize Moz. Obviously Moz is a standard one. So that is your one you look at what the page rank is or what the site's domain authority is. You want to track that to see how well those pages have been doing. Ahrefs, I hear it call Ahrefs, but it starts with an A. So it's like I always call it ...
Gina Milazzo: Ahrefs.
Andrew Maff: Ahrefs. It's A-H-R-E-F-S. Fantastic for checking back links and doing all the keyword research that you need to do. That might be one of my favorite SCO tools to utilize, and I feel like there was another one that I forgot.
I guess we were tracking organic. You might want to track that through whether using HubSpot, hashtag that I've been wearing this shirt all week.
Gina Milazzo: Whoa, HubSpot.
Andrew Maff: Then obviously Google Analytics as well. Definitely want to track what's working and what's not, and then stick to that community because you're obviously hitting a good -
Gina Milazzo: Sweet spot.
Andrew Maff: -sweet spot. Emotional feeling of love with them.
Gina Milazzo: They love you. Love them back.
Andrew Maff: Beautiful. Love it. Thank you for joining us again. Once again, please subscribe and then make sure you comment below and go tel us whatever topics you want to talk about and we'll hit those up next week. And we'll see you all for the next episode of Seller's Cast.