SEO and are two core strategies for succeeding online. More than that, SEO and content marketing are intrinsically linked, as retailers should approach the tactics as two sides of the same coin.
While content marketing is a critical tool in the merchant’s toolkit, to be more specific, there are tons of benefits of editorial content for SEO performance.
This is an important point, given that many retailers overlook editorial content in favor of other formats.
However, if this is true, many may wonder: “Why do eCommerce brands need editorial content?”
Today, we will address that question, give a rundown of what editorial content is and explain the benefits of editorial, as well as explain how to put together an editorial calendar to maximize the benefits of editorial content production.
With that, let’s start with the basics.
What Is Editorial Content?
In short, editorial content is anything that merchants publish with the intent of educating, entertaining or informing customers, as opposed to content that aims to sell something. Therefore, editorial content is the antithesis of advertising and commercial content.
That said, the lines between editorial content and its counterparts can sometimes be somewhat blurry.
For instance, one example of editorial content would be if a running blogger published a comparison between two popular running shoes in the industry. By taking time to compare the two shoes, running in them and seeing how they stack up against one another, the blogger will put forth their opinions about the two models.
The people who read this piece are interested in the blogger’s opinions about the shoes and are curious to see how they fared under the writer’s subjective testing and criteria.
The blogger isn’t looking to sell anything to readers but merely to provide them with a rundown of the features and performance of each shoe model. While the content is not intended to be a sales pitch, there is a good chance that if one shoe outperforms the other that it will receive the blogger’s praise, thus swaying readers to purchase the winning model.
Given the good publicity, the shoe manufacturer might even share the blog as part of their content or.
As a result of the blogger’s praise and the manufacturer sharing the content, the lines of editorial and commercial become slightly blurred.
Nonetheless, the intent and purpose of the article is not to sell but to inform, entertain and provide a sincere opinion on a topic or product, thus making the piece an editorial blog.
The Benefits of Editorial Content for SEO Performance
As was stated earlier, many retailers still consider editorial content to be something of an afterthought.
This is a mistake, given that have led the industry to a place where editorial content has become an integral component in cultivating more conversational relationships with consumers.
Moreover, editorial content (as opposed to commercial content) is vital to SEO performance given that of the three types of searches (informational, navigational, transactional), only those of informational nature will lead consumers to content and help guide their decision-making process.
Some other ways in which editorial content can include:
Building Consumer Trust
One of the benefits of editorial content for SEO is that these types of materials can serve to turn a website into a trusted source for consumers.
By regularly publishing informative content, retailers can turn their website into a go-to resource on specific topics on which people are seeking answers.
Since retailers are not actively trying to, readers are far less likely to be suspicious of the information put forward.
Over time, consumers will begin to trust the brand and its opinion on certain topics. In turn, those people will be more likely to purchase from the brand later on, though this is not the goal of the content.
Where SEO is concerned, trust is a core component to, which stands for Expertise, Authoritativeness and Trustworthiness. Since E-A-T is important to SEO performance, editorial content is an excellent vehicle for meeting this criterion put forth by Google.
According to, particularly as it relates to measuring trustworthiness, Google measures this (in part) by presenting accurate information and citing trustworthy sources in the piece.
Given the informational nature of editorial content, this can help sellers to meet E-A-T guidelines and place the site in Google’s good graces.
Establishing Brand Authority
Similar to cultivating trustworthiness, another benefit of editorial content for SEO is that these pieces can help sellers to position their brand as an authority on a subject.
However, to be treated as an authority in a given field, that medal must be earned. The way retailers do that is through producing top-notch editorial content that presents readers with valuable information.
Once the brand builds enough credibility via its editorial efforts, people (and search engines) will begin regarding the site as an authority in its field, thereby aiding SEO performance via E-A-T and.
Building a Library of Content
As time goes on, sellers will begin to amass a library of content pertaining to various industry topics.
This accumulation of information will not only help to drive more traffic (thus aiding rankings), but it will also enable retailers to create content clusters, thereby passing SEO authority between internal pages and for merchants.
Engaging New Visitors
Editorial content is a great way to engage new website visitors. After all, when a shopper lands on a retail site, they are more than likely to still have some unanswered questions. This is evidenced by the fact that a staggering, according to a report from PR Newswire.
As that piece goes on to state:
“The survey of more than 1,100 consumers points to the importance of relevant and engaging content throughout the purchase journey, as a majority of interactions with a brand’s website do not end in conversion… Further, 98 percent of shoppers have been dissuaded from completing a purchase because of incomplete or incorrect content on a brand’s website, underscoring the need for descriptive, accurate content.”
This should not only put into context the importance of editorial content itself, but the necessity of producing accurate, high-quality content.
SEO fits into this picture in two ways:
Firstly, if retailers possess top-notch editorial content, consumers are more likely to buy from the brand because they are inclined to trust the company. By generating a sale and ending the user’s search, this sends positive signals to Google.
But again, sales are not the point of editorial content.
Secondly, by featuring a slew of engaging editorial content, consumers are more likely to stay on the site longer and visit more pages during their visit. Both of these factors also send positive signals to Google.
Therefore, by producing a veritable smorgasbord of premium editorial content for readers to consume, sellers are likely to generate SEO gains in a variety of ways.
Elevating Brand Awareness
Building a brand is a process. Therefore, generating brand awareness does not happen overnight.
In order for sellers to increase their brand awareness and cultivate more organic traffic for their store (thereby sending positive signals to Google), merchants must provide people with value.
One of the best ways to do that is through the publication of editorial content.
Strong editorial content can be shared across a variety of channels such as email, social media, within various online communities and a variety of other.
As a result, people will become privy to the brand and, if the content is good, there is a good chance that they will visit the company’s site organically.
With the benefits of editorial content for SEO made clear, let’s now turn our attention to producing an editorial calendar so as to maximize the benefit of this SEO gold.
How to Create an Editorial Calendar for SEO Gains
While there are many benefits of editorial content for SEO, the fact is that without consistency, many of those perks will never materialize.
Therefore, it is imperative that sellers develop an editorial calendar to keep the content rolling, Google Bots coming back to index fresh pieces (which also helps SEO performance) and consumers well informed and entertained.
That said, retailers can build out an editorial calendar by:
Build the Calendar’s Framework
The first step is for merchants to build out the framework of their calendar.
The purpose of this is to create an actionable system for organizing, coordinating and tracking various marketing efforts related to editorial content.
By planning ahead, retailers can mitigate the potentiality of forgetting certain items, missing opportunities, cannibalizing content efforts and the like.
Moreover, by building out an organized plan, merchants are likely to find the entire process a lot less stressful. This is particularly true if sellers are coordinating efforts among multiple people, such as:
- Content writers
- Graphic designers
- SEO strategists
- Content marketers
By ensuring that everything is laid out neatly, it will help to ensure that everyone is aware of their roles and deadlines, thereby keeping the entire process on track.
While retailers can easily create their own editorial calendar with the relevant fields using Google Sheets or Excel, they can also choose from one of many online to speed the process along.
Establish Editorial Content Categories
A critical component to reaping the benefits of editorial content for SEO gains is to ensure that sellers are covering a broad enough swath of topics to acquire different readers and get them excited to come back for more.
After all, not all content will appeal to all readers. Therefore, it is essential to write about a multitude of topics.
That said, it is vital that merchants not try to be everything to everyone, as this is a losing strategy.
Instead, it is vital that retailers operate within the clearly defined boundaries of their niche. Moreover, the more specific their topics are, the better.
While planning out the different editorial content categories to be covered, it is essential that sellers think about things like search intent. This will also play a significant role when conducting keyword research, which leads us to the next step in developing an editorial content calendar.
Conduct Keyword Research
Given that editorial content will mainly live on a retailer’s blog with the explicit intent of driving SEO traffic, it is imperative that merchants take the time to for their content.
The reason for this is that this process will not only help sellers to optimize their content for SEO success, but it will also give them an idea of what visitors are looking to learn from a piece.
When conducting keyword research for editorial content, it is essential that retailers analyze their list of potential keywords by examining:
- Keyword relevance
- Keyword difficulty
- Keyword intent
- Keyword volume
By putting keywords through these filters, sellers should be capable of selecting keywords that align with search intent, receive a fair amount of traffic but are not so competitive as to be unable to rank for those phrases.
All of this information should be logged in a seller’s editorial calendar.
Produce the Content
At this point, sellers can go ahead and start writing their editorial content.
However, when doing this, it is crucial to keep in mind content production best practices such as keeping paragraphs short, making pieces easily scannable, including links to any pertinent information or stats and the like.
Also, it is vital that retailers take the time to.
Establish a Promotional Strategy
In addition to logging roles, keywords and keyword data, publication dates and the like within an editorial calendar, retailers should also keep track of where specific pieces should be – and have been – shared.
These destinations could include:
- Various social media platforms
- Email campaigns
Why do eCommerce brands need editorial content?
Because it serves SEO goals in a panoply of ways. Through the structured, strategic use of editorial content, retailers can elevate brand awareness, cultivate authority and trust in the company, engage new website visitors and amass a sizable repository of content that can serve the company’s SEO goals for years to come.
However, maintaining a consistent stream of first-rate editorial content is far easier said than done.
If your brand wants to ensure that it is consistently putting out exceptional editorial content that drives SEO results, then reach out to.
Our dedicated team of content marketing and optimization experts can help your company to produce, publish and promote premium editorial content that engages readers and helps your company climb Google’s SERPs.