Use your keywords
Matt Cutts from Google offers great advice to anyone who is trying to show up in search: "Think about what people are going to type... and talk about that." This sounds so simple but is so often ignored. What blogs give you is an unlimited palette to use the keywords that drive your business. I like to refer to this as "the language of the customer."
Do your keyword research and take advantage of the space that your blogs give you to talk about your products and services using the words your customers use. You will naturally draw more traffic. Mike Volpe of Hubspot refers to this as "tickets in the lottery." The more content you have, the more keywords you are using, and the greater your odds of being found by someone looking to solve a problem.
Example: GK Elite
GK Elite is a leader in gymnastics and cheer wear. It sells products both online and through a nationwide network of retailers. It targets hundreds of specific terms through blogging, using keywords such as "gymnastic warm up suit," "all star cheerleading uniforms," "team leotards," and "tumbling cloths," to name just a few.
Targeting search through these ecommerce-focused blogs not only helps dramatically increase organic traffic, but such traffic also converts at a very high level -- which is a clear indication that the search audience is happy to have landed on one of the company's blogs.
