Tips to Ramp up Your SEO & Content Plans for Holiday 2015
It’s now officially fall, and with two months to go before Thanksgiving and the most important shopping days that follow, there is no better time than right now to ensure your products are ready to be discovered by customers. To kick off the first of our strategic holiday series, we’ll be focusing on some key tactics to achieve maximum visibility for your content, website, products and promotions. Though creating engaging content is crucial to connecting shoppers with products, retailers should also make sure to follow some basic technical principles to optimize their sites and landing pages.
- Last year’s site analytics can actually tell you a lot about where to focus for Holiday 2015. Specifically, retailers should take a look at the landing pages that received the most traffic and/or had the highest conversion rates. These pages should be revamped with fresh content for this new holiday season, and should be featured in your sight navigation and/or in “hero spots”. In addition to your own site’s analytics, retailers can also look at Google Trends to investigate what products or categories spiked around key shopping days.
- Did you have a Black Friday or Cyber Monday-specific landing page last year? If so, and if it makes sense to your strategy for 2015, use the same URL. This and other holiday/seasonal content should be made more “evergreen” by 1) adding a Shop by Season or similar navigational element to your catalog or blog and 2) updating holiday pages after the main shopping season is over with a recap of top items or most popular features. This will make ensure 2016’s holiday pages are primed and ready.
- Shoppers love having the inside view on hot products, especially when they’re challenged with finding just the right gift. Consider publishing a holiday “sneak peek” page that features top sellers and products from last year, in addition to what you believe will be this year’s best and most popular products to give. Link this page from your main navigation or hero spot, or within the appropriate category page.
- If you have a singular “Gifts” landing page, try expanding it this year by targeting distinct groups applicable to your audiences, like Gifts for Him, Gifts for Her, Gifts for Kids, Gifts for Teachers, Gifts for the Outdoorsman, etc. You can also do the same with Buying Guides by adding detailed guides to each individual sub-category of gifts.
- Some of the most-searched brand terms involve promo codes and/or coupons. Around the holidays, it’s important to make sure that this high traffic conversion is routed to your website, rather than coupon aggregator sites. You can do this by creating a landing page (not just a banner or popover) that features your promotions. If you’re offering a holiday-specific promotion, like free shipping or 20% off, you might also want to consider updating meta descriptions to feature that information.
- Code freezes can cause major headaches, especially when you’re trying to update key content on your site. Now is the time to talk to IT in order to get a handle on when code freezes are scheduled, so you never run into that problem.
- Ever take a look at tools like Ubersuggest.org or AnswerThePublic.com? If you haven’t, now may be a great time to gain some insight from them. Retailers can use these sites to identify top questions about products categories, which can then be used to fuel content and blog posts before and during the holiday season.
- Have you been keeping track of Twitter influencers relevant to your audience? If you haven’t, now is the time to identify, follow and retweet them. If and when they follow your brand in return, you’ve got a good chance of casting a wider net for your content at this crucial time of year.
- Looked at Google Webmaster Tools lately? If not, it’s important to spot and resolve any broken page errors or warnings before they become a bigger problem during the prime holiday shopping days.
Looking for more insight into a successful 2015 holiday strategy? Check out these posts in our Holiday Planning Series: A Look Into Holiday 2015, Q4 Holiday Tune Up’s, The Growing Impact of #GivingTuesday: Strategies for Success, Will 2015 Be The Most Social Shopping Season Yet?, Consumers Ready for Full Inboxes During This Holiday Season