Keyword & Content Strategy For Ecom

Beautiful BHW Peoples, This place is a damn Goldmine - A lot of helpful content here... good lord I wish I found it sooner!!

I've been looking for some sexy keywords I can go after (not sexy because we're in the babies and children niche, that would be weird!!)... But we seemingly found some good potential with low comp and decent volume yet when I search on Google our main competitors would be Amazon, Etsy, Argos (Big in the UK for my US friends) etc with catalogue style pages... I also struggle to find longtail keywords like questions which have more than say 10 search volume (according to Ahrefs - Is this even that accurate?) and are related to these products.

Do you think it's worth creating blog based content for my products around these keywords or just optimising the product pages we have in the best way possible and include some great descriptions, maybe infographics and some solid videos?

If you would create blog-type content, how would you go about it? I've considered creating some kind of buying guide which prospects may find useful in actually picking the product that would be right for them...

You can check from these following points that can be used for e-commerce content strategy -

Identify Your Target Buyer Persona
Learn How Your Audience Consumes Content
Research and Create Your Content
Publish Content Based on Where It Makes Sense in the Buyer’s Journey
Measure Results
Ask for Customer Feedback

Here you can check some great keyword strategies for your e-commerce website -

Structure your website accordingly. The way that your website is laid out and operates can have an effect on how well it fairs with Google's RankBrain.
Don't dismiss “low hanging fruit” keywords.
Make reviews part of your strategy.
Focus on topical relevancy.

You could do both by adding more keywords in the blog section and trying to optimize product pages better, as it will increase the chance of getting better results and you will be able to experiment with various keywords types. As for the blogs and their content, yes, you could definitely do some kind of a buying guide and also some tutorials or step-by-step instructions on how to use or install some product, as that can also be useful. Try to name some articles in a form of a question because that way you will hit more queries.

It's definitely worth creating a blog. If I were you id split it into two sections:

• The first section would be "how to guides" so that you can write about your products.
• The second section I would write about trending topics in your niche. (you can find them by google trends, Buzzsumo etc) .

I would then link to each of the blog pages where it makes sense and this should give you a decent chance at indexing and ranking.