[intro] In this guide, you’ll learn how to use suggested blog titles, the Content Wizard and the Content Scrapboard to create blog posts for your EKM online shop, which in turn will help your EKM online shop be more visible within search engine results. [/intro]

[summary]

[/summary]

Blogs are extremely important for SEO. They drive new traffic through additional keywords, they are great for PR and they give your brand a voice so you can connect with your customers. Building a strategy usually takes a lot of time, but EKM SEO provides you with lots of content ideas that provide inspiration. When it comes to enhancing your website’s visibility in Google, and overall online presence, blogs can really help. There are several reasons why blogs are important for SEO:

  • Fresh and relevant content - Google prioritises websites that consistently produce fresh, relevant and high-quality content. Blogs allow you to regularly publish articles, signalling to Google that your website is active and up to date. 
  • Keywords - blogs give you the opportunity to target more keywords in your content. You can also create blogs around long-tail keywords which are easier to rank for - allowing you to capture traffic searching for niche topics. 
  • Internal Linking - blogs allow for internal linking. Internal linking is an important factor in SEO, as it allows search engines to understand your website structure and improves user navigation.
  • Backlinks - if you produce high-quality content, there’s a chance you could attract external websites that will want to link to your article as a useful resource. These backlinks will indicate your website's authority and credibility to Google. 

[tips] If you do not have a blog set up yet, click here and follow the instructions to install this feature on your EKM online shop. [/tips]

The Importance of High-Quality Content & E-A-T

When it comes to SEO, high-quality content is one of the most important factors used to determine your position on the Search Engine Results Page. Simply put, Google wants to give users the best experience possible. This means making sure that users are likely to find high-quality and relevant content as soon as possible! To do this, Google introduced E-A-T, a set of principles and guidelines to help Google assess the quality of webpages, especially those dealing with sensitive topics. E-A-T stands for: 

  • E - The Expertise of the content creator.
  • A - The Authoritativeness of the website, the content and the writer.
  • T - The Trustworthiness of the website, the content and the writer.

While E-A-T is not a specific algorithm update, it’s important to optimise for it, as it tends to influence a lot of Google’s core updates. To optimise for E-A-T: 

  • Expertise: Demonstrate your expertise by providing accurate, well-researched and authoritative content. Using reliable sources and showcasing the qualifications of authors can help here. 
  • Authoritativeness: Build authority by attracting and building high-quality backlinks, mentions and positive reviews from reputable websites and users. 
  • Trustworthiness: Create content users can trust. Don’t be misleading or deceptive. 
  • User Experience: Focus on delivering an excellent user experience. Make content easy to understand, navigate and read. Always prioritise user satisfaction. 

In terms of E-A-T on your EKM online shop, you can use these guidelines when creating Product Descriptions, Webpages and during the ongoing task of creating content for your EKM online shop blog. 

Locating the Page

1. From the dashboard, click the Strategy tab, and then select Content Strategy from the drop-down menu:

2. You’ll then see this page. Click See More to reveal more keywords:

3. Read through the list of keywords and click the green plus symbol on one that is applicable to your EKM online shop and your products:

4. You’ll then see the keyword populated in the field at the bottom of the page. Click Add Content Keyword:

5. You’ll then see these suggestions. You can filter between the suggestions using the tabs at the top of the page. Click the green plus symbol next to a suggestion that fits your brand and your products:

  • People Also Ask are topic related questions users are asking Google. 
  • Content Ideas are long tail keywords that are being searched for on Google. 
  • Popular Videos are there to help you spot what's current and what people are searching for on YouTube.

6. Clicking the plus symbol will add that topic to your Content Scrapboard, and the platform will send you reminders to complete your blog post, as well as tips for making it as SEO friendly as possible. Repeat this process, scrolling down the list of suggestions and adding any that perfectly fit your brand and products:

Using the Content Scrapboard

7. When you have finished adding suggestions, scroll to the top of the page and click View Your Content Scrapboard:

8. You’ll then see this modal appear, displaying a list of blog post title suggestions. You can export these suggestions by clicking the button on the top right-hand side, or alternatively, click Add Your Own Title, if there’s a blog post title of your own you would like to add to the list:

9. Each suggestion has three buttons on the right-hand side. Click the white Edit button:

10. You’ll then see a second modal where you can amend the suggested title of that blog post before clicking save, or you can remove it from the list by clicking the Delete Title button:

Using the Content Wizard

11. Click the yellow content wizard button on a blog title suggestion:

12. You’ll then see this modal appear. Click the green button and the Content Wizard will create a blog post based on that title suggestion for you:

13. When the Content Wizard has finished creating your blog post, you’ll see it displayed in this modal:

14. If you’re happy with the content provided, copy and paste this onto a Notepad.txt file (or TextEditor if you’re a Mac user) – you can then paste this in a post on your EKM online shop blog. However, if you would like to see a different version, scroll to the bottom of the modal and click the button to run the Content Wizard again:

15. When you have obtained some blog content that you’re happy with and have made a copy of it, click outside of the modal to close the Content Wizard and return to the previous modal:

Marking Blog Posts as Written

Repeat the process above, using the blog post title suggestions and the Content Wizard if you require it, until you have created enough content for you to schedule to your EKM online shop blog, in accordance with your SEO strategy. When each post has been published, use your Notepad/TextEditor file and copy the URL and title of each published blog post. 

16. Return to your Content Scrapboard and look for the title of a blog post you’ve published, and mark this as completed by clicking the green tick:

17. You’ll then see this modal. Paste the URL of the published blog post in the filed provided before clicking the green button: 

18. Repeat this process for all your published blog posts regularly, so the EKM SEO platform can make future keyword suggestions for them. You can see a list of all your published blog posts by scrolling to the top of the Content Scrapboard modal and clicking the Written tab:

Frequently Asked Questions

Will the blog post be published automatically? Are revisions included?

The blog won’t be published automatically. You’ll need to paste it into the EKM Blogs feature on your EKM online shop, or whatever platform you’re using as your blog. 

What type of keywords are best for a blog page?

Producing fresh content regularly is one of the most effective ways to boost your EKM online shop's SEO. Search engines favour websites that regularly publish new, high-quality content. By creating blog posts, you give search engines a reason to re-index your site and rank it higher in search engine results pages (SERPs). When it comes to choosing keywords for your blog posts, it's crucial to focus on informational keywords. These are the types of keywords that users search for when they're looking for more general information about a topic. For example, "SEO" is an informational keyword because users searching for it are likely looking for tips on how to improve their website's visibility in search engines. Other examples of informational keywords include ‘Fashion Trends 2026’ and ‘Benefits of Green Tea’. By targeting these types of keywords, you'll be able to attract users who are interested in learning more about a topic. This can lead to increased traffic to your website and higher engagement levels.

How do I optimise my EKM online shop blog for SEO?

Creating content is super important for SEO, especially for small businesses. Within the EKM SEO platform, you can build out your content strategy and come up with title ideas that will drive traffic.

1. ‘Frontload’ the keyword in the title

This is an easy one to employ. Once you’ve diagnosed the content you want to write, and the keyword/question you’re targeting, then use this as your blog post title. This is a quick and easy SEO tip that really helps.

2. Length

Length of content is important when it comes to SEO. Statistically, longer content outperforms shorter content, but it’s important to know why. Google loves webpages when they are an authority on a given subject. And to prove you’re an authority in Google’s eye, you need to be discussing a topic in detail so that you mention all the sub- and related topics it correlates with your main topic.

And the only way you can really do that is by writing about it, which then leads to longer content!

Aim for 500 words minimum if you can.

3. H2 Subheadings

Separating your long content with H2 sub-headings is not only a good thing to improve user engagement, but it helps with SEO too. Pepper other secondary keywords within subheadings throughout the copy. This will give you a chance for ranking for those keywords too. Within the EKM Blogs feature, when you’re writing a post, highlight a subheading before clicking Paragraph in the top left-hand corner and selecting Heading 2 from the drop-down menu: 

4. Links/citations to other great resources

Google also loves it if you link to similarly related content. And this can be on other websites. It seems counter-intuitive, but if you link out to other valuable websites that can help your SEO. This tells Google that you’re aware of the authoritative websites around this topic, and that gives Google confidence in your content.

Link out to other resources that provide your users with real value. Google will see this, and they will like it. 

5. Links to your own content

You don’t just have to link out to other websites that are related. You can link to other content on your EKM online shop too. This helps engagement as well as SEO; as users consume more of your content, they stay on your domain for longer.

6. Including media

The final point is to add rich media to your content. Especially if it’s long form content. Add images where relevant to break up the text and make it easier to digest. Embed videos or GIFs if applicable to the subject. This helps to keep the customer engaged with your content and adds value to your content. 

What happens after I add a blog title to the scrap board?

When you use the content title idea generator tool you can select which titles you want to save. You do this by clicking the '+' icon next to the blog title suggestion. By clicking the '+' symbol, the blog idea you chose will be added to your Content Scrapboard. Once a title has been added your Content Scrapboard, it will:

  • Generate an action for you that is a reminder that you need to write the blog.
  • Allow EKM SEO to explain the best way to optimise the post so that it has the best chance of ranking in search engine results.
  • Remind you to add the URL of the new blog post so that EKM SEO can track it's performance. 

Is AI content penalised by Google?

The short answer to the question is no, it’s not. Google’s top priority is to provide users with high-quality, relevant content that doesn’t violate Google’s guidelines. This means Google isn’t concerned about whether the content was written by AI, or by a human. If you’re producing trustworthy and valuable content, Google should reward you with more visibility on the Search Engine Results Page. Of course, Google is constantly updating its search algorithms and policies. It’s therefore worth keeping an eye on any recent developments or announcements from Google regarding AI-generated content, as things could change in the future. 

How many blogs should I write?

There are no hard and fast rules here that you should follow, only general rules of thumb. Our suggestion is one blog per month as a minimum. Obviously, if you have more time, then creating more blog posts isn't going to harm your SEO, but don't reduce quality for the sake of repetition. Essentially, don’t be tempted to publish sub-par blog posts just so you fill your quota of one post per month. This is just going to waste your time and reduce the quality of your brand's content. 

How many links should you add to your blogs?

When creating blogs, it’s always wise to add both internal and external links and really help your SEO strategy. The primary goal of this is to improve navigation, help search engines understand your site’s structure and provide additional information to readers. 

It’s recommended that – if applicable - you add a maximum of: 

  • 2x internal links 
  • 1x external link

Best practice here is to strike the right balance between providing value to your readers and not being spammy by adding unnecessary links. Too many links may confuse readers and distract them from the main content. 

[more]

[/more]

[contact]If you need our help with your EKM online shop, contact your Ecommerce Expert, Account Manager, or the Customer Support Team, who can point you in the right direction. Our opening hours are 9 am - 5.30 pm Monday to Friday, for telephone calls, live chats, and emails. Outside of these hours, you can leave a message for us in the live chat window or email support@ekm.com, and we will answer as soon as possible. If you'd like to suggest a feature or an upgrade on any of the EKM platforms, please let us know on the EKM Suggestions Board. [/contact]