Blog content can be used to drive e-commerce sales by attracting customers and pushing them through a funnel; this works by capturing users who are searching for informational content instead of product information and bring this relevant traffic to your site through optimized content. The goal is to then push customers to product pages and encourage sales.

As your content gains new links from outside pages, this will also send relevant traffic back to your site, giving you more customers to nurture through the funnel.

To get the best results from your content marketing, Kevin recommends following several key tips:

  • Doing quality keyword research. To do this, he suggests using the GSC to find low-hanging fruit opportunities, and to use tools like SEMrush’s Keyword Research tool to reverse engineer top-ranking content. You can look for what types of content and queries your competition is ranking for, and use that to create your own competitive content.
  • Creating long-form content, which will typically beat out shorter content in the algorithms, as it offers more value. To track your results in the SERPs over time, you can use SEMrush’s Position Tracking tool.
  • Keep the featured snippet in mind, as it can
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