In 2011, Google presented a figurative game
changer which rendered social sharing and networks much more powerful than
previously thought; the game changer was the Google Panda algorithm update. The
Update leads to a greater emphasis on the content available on websites to be
shared via social networks, therefore affecting Google Search Rank.
Blogging and forum posting have become a
popular way to expand the amount of content eRetailers can provide to the
public, instead of limiting themselves to basic descriptions on product pages,
and small posts on Facebook or Twitter.
eRetailers are able to utilize blogs and forums in either a branded or
non-branded sense to create extended copy that builds on product descriptions
to provide further product information; offers tips, tricks and how-to’s for
whatever type of product is being sold; provide product reviews and comparisons;
and stimulate conversation with frequent readers on a variety of topics
pertaining to the brand.
Within the written copy that can be presented by blogs and forums lies a more technical benefit: SEO. The more recent Google Penguin update places less emphasis on backlinks as per traditional SEO, which resulted in online businesses submitting their websites to hundreds of low-quality directories, and more on the content that is being linked. Google’s Quality Guidelines assert that a link must explicitly provide value to the reader, not just to a search engine algorithm. Copywriting creates the opportunity to utilize targeted, long-tail keywords and phrases that are important to a brand or product as anchor text that links back to relevant pages on a brand’s website. This helps build a relationship between a brand and certain keywords and phrases so that when they are searched, Google will know they are relevant to the brand, therefore placing the brand higher in search results. As Penguin also states that brand sites should have links from different types of sites, a blog or forum site can offer variety from other social sites.
In a recent blog
post regarding the Google Penguin update, Siv Rauv writes about the
necessity for a diverse anchor text profile, utilizing long-tail phrases and
brand/product names in addition to exact match keywords – which are actually
weighed less. Siv also states that
anchor text should link to several types of sites, including other blogs,
forums, social media, ecommerce and press sites to indicate a ‘natural link
profile’. What does this all mean? Here are a few retailers who operate great
blogs, as an example of where to start, and how to grow:
- The mBlog by Macy’s is a veritable oasis of information. It is carefully segmented by subject to offer tips, tricks and trends on fashion, home essentials, recipes, men’s products and more, while in the process linking to suggested products on the Macy’s eCommerce site. Readers can subscribe to the mBlog via RSS Feed, Facebook and Twitter, and the blog is updated daily - sometimes several times per day – maintaining share of mind.
- The Williams-Sonoma blog titled the Blender is a mouth-watering blog, to say the least, primarily offering basic and more creative recipes from gnocchi to soup to biscotti. Similar to the mBlog, it suggests products featured at Williams-Sonoma, but as more of a casual mention than an overt suggestion. The blog also features a list of other suggested blogs, recommended Facebook pages, a Twitter Feed, and videos, which creates link heaven.
- Urban Outfitters hosts an intricate blog called the UO Blog, which posts not only about the fashion offered online and in-store, but about the overall culture that specific trends represent. The UO Blog features reviews and downloads for new music, videos and books; fashion tips such as dealing with ‘helmet hair’; posters and photos on current Urban Outfitters sales, events and internal projects; and information on Urban Outfitters favourite artists, clothiers, musicians and more. With all of these features includes a lot of detailed copy filled with keywords, internal and outbound links.
- The Vera Wang blog – titled Vera Unveiled – offers a whimsical look into Vera’s world, opening up her sketchbook, the ideas behind the designs, press releases on Vera and her collections, posts by guest editors, fashions that can be found in stores, and features on weddings whose brides wore a Vera dress on their special day. Vera Unveiled is updated anywhere from 20 to 60+ times per month, boasting vast amount of content.
- Roots simply entitles its blog as Our Blog. Our Blog is a detailed look into the Roots culture, featuring internal projects and missions, events supporting better living and social causes, do it yourself projects involving Roots items, and all things Canadian. Also found in Our Blog is news regarding pop-up stores, collection releases and sales, information to help chose the right product for various uses and occasions, while supplying many other channels to discover Roots including a Twitter Feed, Flickr account, Facebook updates, YouTube videos and more.
- OrderDynamics Client American Diabetes Association hosts an official blog labelled Diabetes Stops Here. The blog presents results from scientific studies, interviews, events at which the American Diabetes Associations will be, and tips for managing food and drink at social gatherings for those living with diabetes. There is an immense amount of topics covered in the blog, and posts allow reader comments to stimulate discussion.
