Want more sales for your ecommerce business this year?
If you’ve been relying on blogs as your main type of content marketing to bring in traffic from search engines, it’s time for a reset.
Blogging is far from dead, but this is not the time to rely on blogs alone to entice your target audience off Google.
So where should you focus your attention?
Let’s talk about it.
Blogs matter, but they aren’t money pages
On an ecommerce website, there are pages designed to inform and pages designed to sell.
Your product pages and collection or category pages are your “money pages” – the ones where people land when they’re either:
- Ready to buy
- Comparing different options
- Looking for something specific
- Actively searching with intent.
On these pages, decisions are made. So, these pages need to work hard to build trust, overcome objections, and guide the user over the finish line.
In short, these pages must be crystal clear and well structured, with a high level of search engine optimisation to get the job done.
If they’re not, no amount of informative and helpful blog posts will make the sale.
Product pages matter more than ever
Search behaviour is always changing.
Now, more than ever, people are searching Google (and ChatGPT) with clear intent, regularly using long, specific phrases that map directly to individual products. With the rise in AI, we’re seeing more and more of this.
Google is always evolving too, and it’s better than ever before at rewarding pages that match search intent precisely, provide clear, helpful information and demonstrate both relevance (to the search) and authority (in their industry).
Your product pages should be doing far more than listing features and prices in a basic product description.
For maximum visibility and conversion, your product pages should:
- Clearly explain who the product is for (and who it’s not for)
- Answer common questions, address pain points and overcome objections
- Use an SEO-friendly structure (headings, internal links, meta data)
- Build confidence in potential customers.
If your product pages are short, generic, or copied and pasted from your suppliers, it’s not enough to get the sale anymore. In a competitive online space, they need to do more.
Collection pages are the unsung heroes of the ecommerce world
In my opinion as an SEO copywriter, collection pages are the unsung hero of the ecommerce content marketing strategy.
Product pages may be where people convert, but collection pages are where they understand your brand and what you offer, and navigate to exactly what they’re after.
Collection pages often rank more easily than individual products because they match broader, high-intent search terms (e.g. waterproof gold jewellery) and allow users to compare different options rather than being taken to a single option.
Think of them as a gateway introducing people to your site and encouraging them to take a closer look.
Despite all of this, so many ecommerce sites treat them as an afterthought – just a grid of products with little or no copy.
In 2026, strong collection pages are essential and you should be drilling down to create as many as you need to capture different keywords your typical customer is typing into search bars.
Well-optimised collection pages:
- Clearly describe what the collection is and who it’s for
- Include SEO-led copy that matches how people search
- Internally link to key products and supporting content
- Guide users smoothly toward purchase.
So what about blogs? Do they still have a place in a content marketing strategy for ecommerce?
I love blogs, so they will never get cancelled on my watch. There’s absolutely still an important place for them in your content creation mix.
The key thing is to understand that place in the mix.
Blogs are pieces of informative content that resonate with customers. They’re not conversion tools.
The whole point of content over copy is that it informs and educates, rather than directly selling.
It’s their job to attract people in the research stage of their buyer journey, answering questions and building trust as uses narrow down their search.
Having this helpful and engaging content on your website makes users far more likely to buy from you when they’re at the decision stage.
Plus, from an SEO perspective they also strengthen your product and collection pages by linking to them at relevant points.
A good blog doesn’t try to sell the product directly – it warms the customer up to buy when they land on the right page.
For example:
- A blog about “how to choose the right running jacket” supports a relevant collection page about running jackets, that may feature your entire jacket collection. You could then narrow your collection pages down further to windbreakers, waterproof jackets, and so on.
- A care or styling guide supports individual product pages – for example, “how to style our viral scarf” would link directly to the product page for the scarf.
- A comparison or buying guide reduces hesitation before purchase.
If you create content like this as part of a broader strategy, alongside other tools like email marketing, video content, and social media posts, you start to see tangible benefits.
If you write blogs in isolation, they’re more of a “nice to have” than a cohesive part of your content marketing efforts.
Knowing what type of content to focus on improves your focus and results
It can feel pretty frustrating to randomly create blogs that aren’t linked to a bigger picture. They may bring in traffic, but if sales don’t improve it can be disheartening.
If your analytics show blog traffic increasing but revenue staying flat, this is usually why.
Having a strong strategy to work not only increases organic traffic and sales but also motivation, focus, and broader business growth. Whether you formulate your strategy yourself or work with a marketer, your content needs a structure behind it to succeed.
What good content marketing for ecommerce brands looks like
A strong, profitable content marketing strategy prioritises:
- Product pages that sell clearly and confidently
- Collection pages that capture demand and guide choice
- Blog posts that support, educate and strengthen your SEO.
If it’s been a while since you refreshed your website content, start here and prioritise your main product and collection pages before moving into lower-priority products and blog posts.
Does your ecommerce content strategy need work?
Hopefully, this blog post has given you an insight into how you can create valuable content this year for your ecommerce website.
My advice is to focus on creating strong content for the pages that matter most, then strengthen your authority and build trust through blog content that aligns with your goals.
Do you need some help sorting out your product and collection pages, or coming up with blog content ideas that support your growth?
I’d love to chat about polishing your website copy and creating compelling content for your blog to help your ecommerce brand grow this year.
Drop me an email and let’s take it from there.