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By Darren Hall
Head of Client Services – Finsbury Media
Content marketing is one of the most underused tools in e-commerce SEO.
Many online stores focus only on product and category pages — missing the opportunity to capture traffic earlier in the buying journey.
In 2025, content marketing is essential if you want to:
- Build topical authority
- Capture long-tail keyword traffic
- Educate and nurture potential customers before they’re ready to buy
Done well, content marketing doesn’t just drive rankings — it drives revenue.
Why content marketing matters for e-commerce SEO
Google’s Helpful Content updates have shifted the focus toward expertise and depth. This means publishing genuinely useful, non-generic content is rewarded with higher rankings and more visibility.
For e-commerce, this could mean:
- Blog posts targeting pre-purchase research queries
- Buying guides answering common questions
- Seasonal content aligned with promotions
- Product-led content showcasing use cases
Our E-commerce SEO Agency uses content marketing to connect high-intent buyers with products through smart, search-optimised articles.
Common e-commerce content mistakes
Treating content as filler
Posting generic 500-word blogs with no keyword research or clear purpose.
No internal linking
Failing to link content to relevant category and product pages wastes authority.
Ignoring search intent
Writing content that doesn’t match what the searcher actually wants.
We’ve put together every single check we run – all 37 steps – into a simple, actionable PDF you can use to benchmark your store.
To access it, enter your details and we’ll send it straight to your inbox.
Inside you’ll find:
- The exact technical, on-page, and content checks we use on client sites
- Core Web Vitals testing criteria
- Structured data essentials
Off-site & brand health checks
(This is the same framework we use to run paid audits for 7-8 figure UK e-commerce brands.)
How to create an e-commerce content strategy that works
1. Start with keyword research
Identify informational, commercial, and navigational queries in your niche.
2. Build content hubs
Cluster related content around a pillar page (like a buying guide) and link it to relevant categories and products.
3. Mix evergreen and seasonal content
Evergreen posts bring consistent traffic, while seasonal pieces can capture spikes.
4. Use product-led storytelling
Show products in action with tutorials, comparisons, and case studies.
5. Promote content beyond SEO
Share via email, social, and paid ads to maximise reach.
The bottom line
Content marketing is no longer optional for e-commerce SEO in 2025.
By consistently publishing search-focused, helpful content that links naturally to your products, you’ll attract more qualified traffic, build trust, and increase sales.
If you’re not sure where to start, our E-commerce SEO Agency can plan, create, and promote a content strategy tailored to your niche.
Want content that drives rankings and sales?
We help UK e-commerce brands create SEO-driven content strategies that convert readers into customers.
FAQs
1. How often should an e-commerce store publish blog content?
For most e-commerce brands, publishing 2–4 high-quality posts per month is enough to build momentum. Consistency is more important than volume — it’s better to publish fewer, well-researched, optimised pieces than to churn out low-quality content. Your publishing frequency should match your resources for research, writing, and promotion. Over time, building a library of evergreen and seasonal posts will attract consistent organic traffic, improve topical authority, and create more internal linking opportunities to your category and product pages.
2. What types of blog posts work best for e-commerce SEO?
The best-performing formats include buying guides, product comparisons, how-to tutorials, seasonal gift guides, and “best of” lists. These formats often align with high-intent keywords, attracting visitors who are close to making a purchase. Adding supporting visuals, videos, and internal links to relevant product pages increases engagement and conversions. It’s also smart to include FAQ sections within blog posts to target long-tail queries and increase your chances of appearing in Google’s “People Also Ask” results.
3. Can content marketing improve product and category page rankings?
Yes. Well-structured content can internally link to product and category pages, passing authority and relevance. This helps those commercial pages rank for competitive terms. For example, a buying guide on “best running shoes” can link to your running shoe category, boosting its authority. This approach not only improves rankings but also drives targeted traffic directly to sales-focused pages. Consistent, relevant content also signals to Google that your site is active and authoritative in its niche.
4. Should e-commerce blogs target informational or transactional keywords?
Both. Informational keywords attract visitors early in the buying journey, building trust and brand awareness. Transactional keywords target people closer to purchase. The most effective e-commerce content strategies use a mix, guiding users from awareness through to conversion. For example, an informational blog on “how to choose a gaming chair” can link to a transactional category page selling gaming chairs. This approach moves users naturally down the funnel while building topical authority.
5. How do I measure the success of e-commerce content marketing?
Key metrics include organic traffic, keyword rankings, assisted conversions, and engagement rates (time on page, scroll depth, bounce rate). You can track how many visitors land on a blog post and then continue to a product page or make a purchase. In Google Analytics 4, set up events and conversion tracking to see how content influences sales. Over time, the ROI of content marketing comes from both direct sales and the cumulative SEO value of a well-linked, high-authority site.