The digital landscape is in a perpetual state of flux. As the ebb and flow of online trends come and go, there is one strategy that has stood the test of time in boosting brand visibility and SEO prowess: guest blogging. For eCommerce businesses, where the competition is fierce, establishing a notable online presence is paramount. This article delves deep into how guest blogging can serve as a potent weapon for eCommerce brand awareness and link building.


What is Guest Blogging?

How does Guest Blogging Boost eCommerce Brand Awareness?

Link Building: The SEO Goldmine

Best Practices for Guest Blogging in eCommerce

The Caveats of Guest Blogging


What is Guest Blogging?

Guest blogging, also known as guest posting, is a practice where individuals write content for another company’s website. It’s another useful marketing tactic alongside with ecommerce advertising and others. Typically, guest bloggers write for sites that are within their industry or niche. The primary motive behind this strategy is to:

  • Increase brand exposure.
  • Drive traffic back to their website.
  • Build relationships with peers in the industry.
  • Acquire valuable backlinks to boost SEO.

How Does Guest Blogging Boost eCommerce Brand Awareness?

Let’s explore the mechanics of guest blogging and its impact on eCommerce brand awareness.

Broadened Exposure

Guest blogging allows brands to tap into a new audience that might not have been accessible otherwise. By sharing your expertise on another site, their readers, who might be unfamiliar with your brand, get to know you. This new exposure can lead to increased brand recall and potential future interactions.

Establishing Authority

When you provide valuable content on reputable platforms, it signals to readers that you are an expert in your field. This authority not only boosts brand recognition but also builds trust – a critical component for e-commerce success.

Networking Opportunities

Guest blogging facilitates building relationships with industry peers, influencers, and other stakeholders. These relationships can lead to collaboration, partnerships, or even business opportunities in the future.

While brand awareness is a massive advantage of guest blogging, the SEO benefits – particularly link building – cannot be ignored.

One of the integral components of guest blogging is the opportunity for the guest writer to include backlinks to their website. These backlinks are incredibly valuable for SEO purposes, as they signal to search engines that the guest blogger’s site has valuable content worth referencing. When these backlinks come from reputable sites, they can substantially improve the guest blogger’s search engine rankings.

Backlinks: Why are they Important?

Backlinks are links from one website to another. Search engines, like Google, view backlinks as votes of confidence for your site. High-quality backlinks can significantly influence your domain authority, page rank, and search visibility. For eCommerce businesses, where organic traffic can make a massive difference in sales, backlinks are a crucial component of an SEO strategy.

Relevancy and Quality Over Quantity

The days of link farms and spammy links are long gone. Today, the quality of backlinks matters more than quantity. Search engines prioritize links from reputable, relevant sites. Hence, when an eCommerce store earns a backlink from a high-quality site through guest blogging, it sends a positive signal to search engines.

Referral Traffic

Not all website traffic originates from search engines. Backlinks from guest posts can drive a significant amount of referral traffic. This traffic is often highly targeted, meaning visitors are more likely to engage with your site, explore your products, and potentially make a purchase.

Best Practices for Guest Blogging in eCommerce

Guest blogging in the realm of eCommerce is more than just writing articles and submitting them to various platforms. It’s a methodical process that requires precision, understanding of the target audience, and an adherence to quality. When done right, it can significantly boost your brand’s digital footprint. To help you navigate this, here are expanded best practices tailored for the eCommerce world:

1. Identify Reputable Sites

Before even penning down your thoughts, it’s crucial to find the right platforms. Not all websites will align with your brand’s values or target audience. Research potential sites in your niche, and look for those with active engagement and a good reputation. Tools like Moz’s Domain Authority Checker or Ahrefs can assist in gauging the quality and relevance of these sites.

Moz’s Domain Authority Checker

2. Understand the Audience

Each platform caters to a specific audience demographic. Understanding this demographic allows you to tailor your content to meet their interests and needs. Before drafting your post, take the time to read previous articles on the site and their comments. This will give you a clearer picture of what resonates with the audience.

3. Craft High-Quality Content

This can’t be stressed enough. Quality will always trump quantity. Your content should offer valuable insights, data, or perspectives that aren’t easily found elsewhere. This could range from industry trends, in-depth product reviews, to how-to guides relevant to the eCommerce sector. Always ensure your content is well-researched, well-structured, and free from errors.

4. Use Natural Anchor Text

Backlinks are a primary reason many engage in guest blogging. However, using overly promotional or unnatural anchor text can come off as spammy and may even be penalized by search engines. Aim for anchor texts that are organic, relevant, and seamlessly integrate into the content.

5. Engage with Your Audience Post-Publication

Once your guest post goes live, the interaction shouldn’t stop there. Monitor comments, respond to feedback, and engage in discussions stemming from your post. This can foster a stronger connection with the audience and may even provide insights for future content strategies.

6. Maintain Ethical Standards

Avoid black-hat SEO techniques or any practices that might be deemed deceptive or manipulative. Remember, trust is hard to earn but easy to lose. Upholding high ethical standards will not only ensure long-term SEO benefits but also bolster your brand’s reputation.

The Caveats of Guest Blogging

While guest blogging offers numerous benefits, it’s not devoid of challenges:

1. Time and Effort Intensity

Guest blogging is not a quick-fix solution. It demands substantial time and effort to:

  • Research potential guest blogging platforms.
  • Understand the content guidelines and audience preferences of each platform.
  • Craft high-quality content.
  • Engage in outreach and follow-ups.

Considering the rigorous process, it’s essential to be aware of the investment required and to plan resources accordingly.

2. Rejection and Quality Control

Not every pitch you send will be accepted. High-authority websites often have stringent quality standards and receive numerous submissions. Your content may be exceptional, but there are various reasons a piece might be rejected, ranging from it not aligning with the site’s current content calendar to it being too similar to a recently published piece.

3. Potential SEO Missteps

The SEO benefits of guest blogging can be substantial, but there are also risks involved:

  • Over-optimization: Stuffing articles with keywords or overly promotional anchor text can raise red flags for search engines.
  • Low-Quality Platforms: Acquiring backlinks from low-authority or spammy websites can harm your SEO rather than help it.

4. Brand Alignment Issues

When you’re guest blogging, you’re essentially entrusting a part of your brand’s voice to another platform. If there’s a misalignment in values or tone, it might confuse readers or dilute your brand message.

5. Overdependence

While guest blogging can be a powerful tool, relying on it too heavily can be problematic. It’s important to maintain a balanced marketing strategy that includes various outreach methods. 

Wrapping Up

In the vast ocean of eCommerce, standing out and establishing a distinct brand identity is crucial. Guest blogging offers eCommerce businesses a platform to not only amplify their brand awareness but also to strengthen their SEO game through high-quality backlinks. When approached strategically and ethically, guest blogging can be a game-changer in the ever-evolving digital marketplace.


Viktoria Arsenteva, Marketing Manager at Lira Agency. With over 2 years in the field, she knows how to boost brand awareness and make marketing campaigns work. Viktoria consistently stays ahead of the curve, keeping up with the latest trends in the digital world. Outside of work, she enjoys visiting local coffee shops and reading about psychology.