Seo strategy

GUEST REVIEW Seven Tips for a Successful Christmas SEO Strategy – Guest Commentary

Search engines continue to be the starting point for millions of online shopping trips every Christmas. So here are seven essential considerations for creating a winning SEO strategy for retail during Peak.

1) do your keyword research

Did you know that ‘Christmas Jumper’ is the most searched term for Christmas in UK in December?

One of the most important things your SEO team should have done – ideally before the end of the summer – is to identify popular and valuable key terms in your retail field in Q4 and Q4. Christmas peak. And then to optimize the content of your product, category and sales pages to target those keywords. Obviously, there will be new keywords every season, driven by new buying trends, new brands and new products. So make sure they are part of your strategy.

2) Attract ‘top of the funnel’ buyers with informative content

In addition to creating or optimizing your product and category pages and Christmas sales pages to target searchers with transactional intent (that is, those whose search queries indicate they have transactional intent). immediate intention to buy), be sure to create content to attract traffic from “information” searchers.

These are researchers at the top of the sales funnel who are in discovery mode – who don’t really know what they want to buy yet. For them, you need to create content to target phrases like “Best Christmas Gifts for Him”, “What Kids Really Want This Christmas” or “The 10 Best Jewelry Gifts for Wives and Girlfriends”. And if you link these informational pages to your product pages, you can try to get informative visitors to make a purchase.

3) Create content to attract backlinks

You should also think about creating seasonal news content pieces to help attract backlinks from blogs and online posts. As you probably know, quality website backlinks are considered a positive ranking signal by Google, so they will help your pages rank higher.

Think about the types of seasonal content that are likely to be covered and the subject of media backlinks in your retail industry. This can include infographics with interesting facts and data related to the goods you are selling, for example, Christmas calendars or even guest blog posts and buying guides written by well-known experts in your industry.

4) Search for target images

According to Google, 50% of online shoppers say product images inspired their purchases – and shopping at Christmas, of course, can be a very visual experience. Strong imagery inspires people and you need to use them in your search strategy.

Make sure to prioritize high quality product photography on your site and make sure your SEOs are optimizing them to show up in Google image search results. In fact, Google has revamped its image search feature to help people more easily browse product images and also find product details, prices, and reviews of the products featured in the images.

5) Spread the love of “link juice” with good internal networking

In point 3), I mentioned the importance of backlinks to help pages rank higher. You can spread the power (or link juice) of these backlinks to other pages through good internal linking. One of the most common mistakes webmasters make is creating content for big events like Christmas shopping and failing to fit those pages into the taxonomy of the site.

This obviously includes updating your site navigation to incorporate your Christmas category and landing pages, as well as including lots of relevant anchor text links to link your seasonal content where it makes sense. .
Internal links to your seasonal shopping pages are absolutely critical to success. Not only will internal links help buyers who land on those pages browse your site more easily and naturally, but they’ll also help spread link juice to help the entire site rank higher.

6) don’t forget about social networks

Also, keep in mind that while Google is huge when it comes to vacation research, social sites like Pinterest and Instagram are turning themselves into destinations for research and product discovery, especially when it comes to visual search. Make sure you share strong visual content about them and make them part of your overall search strategy.

7) start launching and optimizing seasonal content early

In an ideal world, you would have had to plan and launch seasonal content at the end of summer. And if you refresh or edit existing pages to give them a seasonal touch, that should also be done sooner rather than later.

This is because it takes time for Google to index and evaluate the pages and rank them and also to gain the backlinks that Google considers a positive ranking signal. In fact, everything suggests that Christmas shopping habits in the UK are changing, with many people starting their shopping earlier and earlier. It is therefore even more important to be very early in your SEO and content strategy.

Of course, there will always be content and promotional ideas that emerge at the end of the season – which can struggle to get organic rankings on time. You should therefore save part of your Google AdWords budget to drive traffic to these pages through paid search.

Author: Björn Darko, Head of Digital Strategies Group, EMEA, Searchmetrics.

Photo credit: Fotolia