You have an Amazon product and you want to drive more traffic to your listing. There are two basic ways to increase traffic: paid advertising or creating a website. And of the two, creating your own website is cheaper and far more valuable. You already know that an email list is an incredibly valuable resource. Now, we are aiming higher: You want organic traffic from Google. When people search for something like your product, you want your site to be on the first search engine results page (SERP). How do you get there?
You need a blog. But not just any spin of words as content will do. You need helpful content that educates and informs your audience. Be the ultimate resource on all things related to your product's niche.
Blogs have and will continue to be relevant today and tomorrow. Serious players have a blog: software, Chrome extensions, consulting services, and other major brands know the power of connecting with their audience. The blog is the answer to the public's questions. A blog is not just for travelers, foodies, and enthusiasts. It is a powerful tool when used correctly.
The Case for a Blog
People search Amazon ready to buy, but they search Google for other intents and purposes. The three main types of search engine searches are: navigational (looking to go somewhere), transactional (looking to buy), and informational (looking to learn) searches. You want to rank and be relevant for this last group. Once our shopper is informed, they will become a buyer, and we are in the pole position for selling them our solution.
Say your product was a food container for kids. Your audience is searching Google for any or all of the following:
Reusable food storage
Environmentally friendly food storage solutions
Food storage solutions for kids
BPA-free food containers
Green alternative to disposable food containers
Biodegradable food containers
Food container for kids
Easy to open food containers for children
Resealable pouches for food
Microwave safe pouches
Reheat and eat food container for kids
If it’s reusable then you can target parents who hate wasting money and/or resources by offering a one-time solution. If it’s disposable then you can talk about how it saves them time doing dishes, as now there's no mess or cleanup. (Well, the plate ware at least; depending on the kid food may be everywhere.) Maybe it’s made from a bioplastic or natural materials; something that decomposes. Now they can have the convenience of disposable containers without the guilt of poisoning the earth their spawn will inherit some day.
The point is that the above search queries can be answered in one or multiple blog posts. Now, you aren't just a sales page but giving value.
Types of Helpful, Quality Content
Quality content is useful and informative written posts, videos, and infographics. As previously mentioned, these written posts are blog posts that come in the form of responses to your audience's questions, mini-guides, definitive guides, lists, and how-to articles. Your aim is to create a resource, the ultimate resource, for your target audience. You will become an authority on your niche. When someone uses the search bar for their queries, your site will come up in the results because you have the answer.
To expand your kingdom and deliver content in another medium, you can create a YouTube channel and start uploading videos. Your videos can be product reviews, comparisons, and tutorials. To get the ball rolling, your first videos can be you reading your blog posts but with the addition of live commentary that you can use to expand or expound upon details.
To be visually appealing and help the reader digest the material we will break up posts with images, quotes, and/or infographics. And who doesn't love a good infographic? Infographics are a great way to summarize written content with pretty colors and icons, but most importantly, people love to share them. Sharing will bring you more eyeballs, more eyeballs can translate as more money. You can get started making attractive infographics for free with Canva. While this program has limited design capabilities compared to professional design software, it has a very small learning curve and a good selection of ready to edit templates for infographics, video thumbnails, and social media banners and posts.
How to Write Great Blog Posts
We use a formula to write consistent and informative posts. This formula has been tried and tested over the years. It works now and should continue to work because the focus is on creating original helpful content. The whole point of a search engine is to deliver what the user is looking for. All the search results algorithms, formulas, updates, and policies are designed with this one goal in mind.
This is why we can confidently stand before you and tell you that content is far more important than getting hung up on any other SEO metric, detail, or trick. The four largest factors to being found and ranking are your: title, description, content material, and fast load times. The first three are all related to content creation. The last one is handled more than adequately by your site host. Now, that we've hammered that home.
The post formula is simple. It starts with the title of your blog post as your audience's question. What questions are people asking? For inspiration, you can use the auto-suggest feature in your browser or Quora to see what real people are asking and possibly couldn't find a satisfactory answer to on Google. This is your opportunity to rise and shine.
Your intro paragraph will be a relatable experience or will paint the scene before you provide an answer. You follow this by answering the question succinctly in bold. Then educate the consumer by answering their next three or more questions. To further the example:
What is your container made from?
Why does that matter?
Is it convenient?
Is it affordable?
What other products do you have?
Where can I buy it?
Each of these next few questions, which could also be details or caveats, are an opportunity to inform and educate your readers. Rather than writing one long extremely detailed response to one singular question, you are breaking up the response into several, smaller mini-posts. So you aren't writing a 1,600 \-word essay, but four 400-word essays.
If you are writing about something you are passionate about and already possess a good deal of knowledge, the writing process will be measurably shorter than if you need to do a great deal of research. When I first started writing these posts, it would take me 6 or more hours to create a single 2,000-word post. Thankfully, as my experience grows it has become a shorter process. I still benefit from doing the majority of writing on the first day and using a subsequent day for editing, but everyone's process will differ. Learn what works best for you.
The number one reason people start doing this and then quit is that it doesn't provide an immediate sense of accomplishment. Persistence is key. Keep plugging away at the pace that is right for you. You'll be tempted to declare your efforts futile if you attempt to measure them too soon. Time is your friend. Remember, persistence and time are necessary.
How to Create Loads of Posts
You can learn to be a writer. This does not require professional authorship skills. Spelling, correct word usage, and syntax are important so I would suggest using the Grammarly Chrome extension if you aren't already doing so. Your abilities will improve as you practice. Imagine that.
This will require a human writer with native English. Fluent might work, but native speakers will use colloquial expressions which will sound natural and relatable to your target audience. Let me explain what I mean by "human writer" as that may have seemed redundant when you came across it.
In the past, SEO marketers used tools to take original material and create multiple variations. This is known as article or content spinning. Content spinning is penalized by Google's policy and for good reason: Spun content is the fastest way to ruin a good post. It produces awfully written content that does not see the likes, shares, and other metrics of engagement original content produces. It becomes less helpful. And it may even be considered unethical.
You could spend a significant portion of your time editing this content into something decent and readable or you could spend that time honing your new craft as a blog writer. There are no shortcuts here, at least none that will stand the test of time. Aiming to make a fast buck by gaming the system will lead to your site becoming irrelevant once Google catches on.
It's ok to not be a great writer when you start. If your blogs are helpful they will rank. If you want to rewrite them as your skill and voice improves, I won't advise going back to your original posts other than for light editing or the addition or substitution of a link. But, you can make a new and separate post that borrows from the first but is now updated with new strategies or product news for the current year. It's a Win-Win to have ranking content plus new content to direct readers towards.
If you still aren't confident in your writing skills, you can hire a writer, but expect to pay about 2 cents ($0.02) per word aiming to publish content that has 1500-2000 words. You will need a minimum of 30 pieces of content, but I wouldn't call that the finish line. It should be an ongoing effort even if you post with less frequency. This will cost you at least $1000, but more likely $1500 or more to get all the content you need. This may give you sticker shock, but it doesn't need to be spent all at once. Your website has the potential to be the gift that keeps on giving.
While organic traffic is at least 6 months away, you can start directing people to your website from your Facebook page, groups, or other social media accounts. Additionally, before you send any products to Amazon warehouses, you will see traffic from including your website address on an insert placed in your product packaging. This can be arranged with your supplier and is cheap and easy marketing. If you ended up here and you don't have a product in Amazon, fear not! The blog and video strategy can be applied to affiliate marketing or drop-shipping.
This is a long-term project, but it is a tried and true way to become relevant and stay relevant within your niche. You can start by creating a simple one-page site where you can collect email addresses to offer/extend a product warranty. Your site could also entice people with a discount on a future purchase in exchange for their email address. Including a statement to instill privacy and demonstrate respect, like "We won't clutter your inbox with any junk. The next time you hear from us will be because we truly believe we have something to offer you of interest and value." This can go a long way toward easing their mind.
Yes, you are building an empire. One simple product is the acorn of a mighty oak tree. With the right strategy, you will have multiple sources of income coming from your website. You don't need to be a seasoned professional to stand a chance at success. This is very much a learn as you go system. Don't let the fear of doing it wrong or not completely understanding every part of the picture keep you from taking action.
A website will allow you to connect with your audience. If you create quality content, you will rank on Google. If you are ranked on the first page with Google you will get free organic traffic. You can also advertise on other platforms to drive traffic to your page and your audience will become educated, respect you as an authority, and may even buy your own private label product. Of all this additional traffic, a certain percentage will also buy affiliated products and services.
While it is certainly a lot to do, it is not impossible nor does it all need to be done at once. You don't have to do it all on your own, but you alone is enough to get started. They say the only way to eat an elephant is one bite at a time.