Increase the SEO of an Ecommerce Website with a WordPress Blog

Is your e-commerce stagnant? WordPress is a great way to wake you up. How and what are its limits? Three experts respond.

If your online sales website’s traffic curve doesn’t take off, SEO is a ready-made solution. In addition to the specific optimizations of a classic e-commerce site (content optimization, internal linking and site structure optimization, pure UX, etc.), adding a WordPress blog can become a real breath of fresh air. oxygen to a website that is failing. Before taking the step, JDN interviewed three experts.

Synergies between blog and store

In the case of an e-commerce site that wants to increase its visibility, adding a WordPress blog allows you to take advantage of the synergies between the two sites. For Sébastien Baury, project manager at Resoneo, WordPress will offer a broader horizon for a simple e-commerce site: “For everything related to the lexical field, an editorial part crafted in WordPress will be very useful.” By adding guides, tutorials or news about the products sold, WordPress will make it possible for Internet users to search for informational queries, according to the expert: “For e-commerce, queries correspond to products, they are very precise. long tail by searching for information about the use of a product, for example”, explains Sébastien Baury. An opinion shared by Benoît Gaillat, digital and e-commerce consultant: “In the e-commerce part, product descriptions are usually very synthetic and in the form of bullet points. With WordPress, we will be able to talk about the advantages, the cases of uses, look for other keywords with more context and cast a wider net into the query.”

Since long-tail queries are often less competitive, it may be advisable to use long-tail keywords to acquire more traffic. A blog fits this role perfectly, according to Sébastien Baury: “The idea is to cover as many semantic fields as possible.” The objective is to direct the internet user to the online store through calls to action integrated into the articles. “If we are on the drill theme, the blog can accommodate articles like How to use such a drill? or Top 10 exercises for x types of work”. It is also possible to integrate inserts or reworked product sheets to contextualize the products and make the user want to click more.

One solution for everyone?

Is adding WordPress to an e-commerce site viable for all sizes of business? According to Benoît Gaillat, the answer is yes: “Doing SEO is beneficial for the vast majority of websites. Even for a small business on a small budget. WordPress will allow you to deploy content in long-tail requests. Too complex to rank just with an e-commerce site.” For the addition to be beneficial, two conditions must be met. The first is the regularity of investments in SEO: “Wordpress must have weight. The budget for content and netlinking is essential”, explains the specialist. The second condition is to put in place a strategy around WordPress: “It’s always interesting to add a WordPress to an e-commerce site. If the basic strategy is bad, we can put all the budget we want, it won’t work”, he says. Daniel Roch, SEO and WordPress consultant at SEOMix. This strategy should be part of a more global strategy around the brand. Sébastien Baury, for his part, thinks that adding a WordPress to an e-commerce site works in most cases, but there are exceptions: “We may wonder about the relevance of adding a WordPress to a small e-commerce If it only has 10 articles to sell and the blog can accommodate 300 articles, the e-commerce will be drowned.”

beware of limits

If adding WordPress to an e-commerce site offers great prospects for development in terms of traffic, a few points must be remembered for this addition to be a success: “Making a blog composed only of pages featuring a product would be counterproductive. being too self-centered or subject to excess information. For the editorial part, you have to focus on the need, not the product”, summarizes Sébastien Baury. Here, a simple upstream keyword research will determine which queries to target first and which to avoid.

Another point to note, managing two CMS instead of one is more restrictive and more expensive: “If the e-commerce site is already installed, adding WordPress next to it can be quite expensive. You’ll have to play around with the APIs the e-commerce site if you have one”, explains Daniel Roch. And for that, you need to go through a developer: “The choice of developer is crucial. He must have a perfect WordPress domain. It takes time and money”, estimates Daniel Roch. Things to keep in mind before starting.

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