As we quickly edge towards the Christmas holidays, it’s important not to get carried away with the festivities.
For many online retailers, the holiday period is the prime time when it comes to sales. With a number of discount days such as Black Friday and Cyber Monday, e-commerce businesses need to be ready for the potential visitors and sales coming their way.
Although many businesses will prepare for this time of year in advance, it’s not too late to build a seasonal campaign to carry you through to the New Year!
So how do you go about your seasonal SEO strategy?
There are a number of easy ways to include a seasonal spin whilst maintaining your more generic SEO efforts. Take a look at a few examples below.
Seasonal Keywords – How your keywords might change at this time of year depends heavily on the product/ service you’re selling & how Christmas impacts the industry. Christmas may be the time to start targeting long tail keywords such as ‘Small Stocking Filler Gifts’, ‘Best Games for Teens’ or ‘Christmas Presents for Mum’. This will target users that are searching for a gift to buy others. Adding price keywords will also be relevant for Christmas as users are likely to have a higher buyer intent. Neglecting long tail keywords in an effort to focus on broad keywords such as ‘womens shoes’ may cost you traffic and sales in a time that is lucrative for your business.
Tis The Season to be Blogging – Blogs are a creative and practical way of utilising your seasonal keywords. For example, an eCommerce business that provides packaging may write a blog based on the best wrapping for common gifts and presents. Alternatively, a blog on ‘Best Christmas Presents for Under 5’s’ or ‘Unique Christmas Present Ideas’ can help drive traffic to your site as well as enabling you to directly point to your products.
Is Your Website Ready? – Converting sessions to sales over Christmas is essential, especially for e-commerce sites that hit peak traffic during this time. It’s important to ensure your site is ready for users on all devices. Is it easy for users to find products, add them to baskets and pay? Are you utilising remarketing and other tools to capture customers abandoning baskets? Is product information detailed, informative and targeted? Users will be quick to abandon websites if they cannot navigate your site or find what they need. Now is the time to review your site for usability and contact a web design team to ensure your online store is fully responsive.
Seasonal Landing Page – Creating a seasonal landing page enables you to target alternative Christmas keywords. By creating another page, you can tailor the content and layout towards Christmas shoppers. By having an easy to use layout, simple navigation and targeted keyword content you can increase your conversion rates. These can also be great for last minute email marketing campaigns or PPC adverts. Be sure to consider these pages as part of your sites overall structure, avoid duplicating existing materials and always consult a digital marketing expert if you’re unsure.
A Very Social Christmasto One and All! – Social Media is an element of the marketing mix in most businesses armoury now and many small businesses are great at showcasing the human side to their company. This helps to develop a winning, loyal fan base and Christmas is a great time to have even more fun with your social campaigns. You may choose to share your blogs, festive products or even shout about your Christmas party & humorous secret Santa gifts. There are no right or wrong approaches so long as your social voice matches that of your company. Have fun though, it is Christmas after all!
So there you have it. This insight is by no means exhaustive but should give a brief, high-level insight into seasonal SEO. Christmas can be a rather daunting time of year for many online retailers, so don’t hesitate to draft in the help of the Echo Elves for all your digital marketing requirements.