More SEO power for Shopware shops: introducing the blog module

More SEO power for Shopware shops: introducing the blog module

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Content is still king when it comes to SEO. In nearly every sector, it makes sense for shop operators to fill their blogs with high-quality content. But, a blog is only a tool, the key is using it correctly. And that is exactly what this article is all about. What turns content into SEO power content? What’s the best way to use a blog?


Why even have a blog?

For starters: It doesn’t matter whether it’s a blog, a magazine or a guide section (in the following, I refer to blog and by that I mean: “a section filled with content that can be called a blog if you can’t think of another name”).

Fairly often, you hear that a blog offers advantages in terms of SEO. That is fundamentally wrong: Not the blog itself brings you advantages, the content in it does. If you offer strong content, you can generate relevant rankings through blog posts. These rankings can then lead to visitors who would ideally buy something from the shop.

This is exactly what it should be about in general: content leading to sales. Unfortunately, in practice, many shop blogs are fed with content that doesn’t offer any benefits in terms of SEO because the information from that content is not searched for. If you compose a blog post like “xxx”, it’s very likely that you’ll realise this will actually not attract any visitors via Google etc.

By the way: It’s also not worth writing on a regular basis per se. You see it being done all the time: Blog posts are published once a week or once a month because, at some point, someone established it that way. And then usually “anything” is written without offering any true added value. In any case, a search engine will not view that blog or website as more valuable just because new content appears regularly.


What type of content helps? What doesn’t?

It’s not about frequency but always about quality. And in doing so, the choice of topic is certainly a pivotal factor.

As a rough guideline, the following questions should be answered with “yes” with respect to a topic or search term:

  • Do people actually significantly often search for the topic in question through search engines? (measurable via keyword databases such as the Google Keyword Planner)
  • Does the search query show that someone has a certain purchase intention for products that I want to sell? Example, someone searching for “how to care for leather jacket” is not buying a leather jacket as they already own one, unlike someone searching for e.g. “which leather jackets are fashionable”.
  • If someone is looking for that and lands on my website: Can I answer the question behind their search query correctly and in full?
  • And: Can I provide the visitor with relevant products for when they have read my content?

The following examples illustrate the different types of search queries.

This helps:

  • Rated best: “Best outdoor mobile phones 2020” or “Best-rated TVs 2020”
  • Solutions: “How do you grind scissors?”
  • Product category selection: “condenser microphone or large-diaphragm microphone?”


This doesn’t help:

  • A lot of product-related news: “New collection arrived: Magic Pants in glittering colours”
  • Internal updates: “Klaus is retiring”
  • Current campaigns: “Now 30% Easter discount on everything”


An additional aspect is important: This article is solely about SEO and about the question whether a blog post is suitable to attract relevant visitors to the website. A blog post such as “Now 30% Easter discount” can, of course, be quite relevant for visitors that are already on the website. However in practice, it’s usually the case that a blog is so well “hidden” on the website that only few visitors will find their way to it from the shop. In other words, if you feature such content, you should proactively link to it on the website so that visitors can actually find it.



Diese Plugins waren in 2019 ganz besonders beliebt bei unserer Community. Sie wurden am häufigsten heruntergeladen und erhielten sehr gute Bewertungen.

Sicherlich findest Du hier schnell besonders wertvolle Plugins für Deinen Shop: Eine Arbeitserleichterung im täglichen Doing, ein intuitives Theme oder Marketing-Booster.


Bereite Dich auch perfekt auf mögliche Marketing-Aktivitäten in 2020 vor und schaue in den Marketing-Kalender 2020 rein:

Zum Marketing-Kalender 2020

More power for your own blog?

Of course, there are numerous plugins available in the store to further simplify working with a blog system or create an even more attractive blog post presentation.

Discover now …


Who wrote this?

Markus Hövener is the head of SEO at online marketing agency Bloofusion. He’s also a blogger (Bloofusion blog), podcaster (”Search Camp“ und ”Alles auf Start“ [back to square one]) and book author. He speaks about SEO matters at many online marketing conferences as well.

In collaboration with Mario Bölt of Shopware, he is also in charge of the SEO trainings at Shopware.