Content and blogs for webshops

1How many blog posts should a webshop write per month?

There's no magic number, but there is a minimum below which you'll notice little effect. For most webshops, it works like this:

• A niche with little competition: around four articles per month is a good baseline.
• An average market: about ten per month.
• Lots of competition or multiple markets: twenty or more.

More important than the number is how well the articles fit together: ten articles on one topic do more than thirty unrelated ones. See topical authority. Consistency matters too: publishing every week works better than publishing everything at once.

2Do blog posts help your webshop rank better?

Yes, as long as they're set up well. Blog posts help in three ways. They let you rank for informational searches ("which projector for a bedroom") that you'll never reach with product pages. They build authority around your topic. And they pass visitors and link value on to your collections.

Blog posts without internal links to your products do bring in traffic, but little revenue. So also read how to write blog posts that link to your products.

3Can you use AI content for SEO, or does Google penalize it?

Google judges content on quality and helpfulness, not on how it was made. So AI content isn't forbidden. What Google does penalize is content created only to rank: thin, repetitive and without real value.

The difference lies in the approach. Good AI content is based on real search data, contains specific information about your products, is reviewed by a human and fits into a coherent structure. That's why at Rankbird you approve every article before it goes live.

4What is topical authority and how do you build it?

Topical authority is the extent to which Google and AI search engines see your site as the go-to source on a topic. You don't build it with one article, but with a network.

• Choose a core topic that ties in with your most important category.
• Write a pillar page that covers the topic broadly, like this guide.
• Build cluster articles that each answer one sub-question in depth.
• Connect everything with internal links: pillar to cluster, cluster to pillar and to your collections.

This knowledge base is built exactly this way. Topical authority is also one of the most important factors in getting mentioned in ChatGPT.

5How do you write blog posts that link to your products?

A blog post should help the reader, and then offer them a logical next step. Here's how to do it:

• Start with a buying question. "Which winter sweater keeps you warm the longest?" naturally leads to your sweater collection.
• Link within the text, not just at the bottom. Use descriptive anchor text such as "merino sweaters" instead of "click here".
• Link to collections before individual products. Collections stay around; products sometimes sell out.
• Add a product block or comparison where it helps the reader.

Rankbird adds these links automatically, based on your catalog.

6How do you write SEO content in multiple languages?

Translating isn't enough. People in Germany or France search with different words and ask different questions. Do separate keyword research for each language and write for that market.

On the technical side, two things matter: use separate URLs per language (for example /de/ or a separate domain) and set up hreflang tags, so Google shows the right version to the right visitor. Rankbird writes in multiple languages, each based on search data from that market.