Seo strategy

Sales SEO strategy for more traction

Before we get into what a sales SEO strategy is and how to best use it, let’s talk about vacations and sales.

With Black Friday and Cyber ​​Monday gone and the holiday season here, now is a great time to think about the aftermarket. What are you going to do with all the landing pages you created for Black Friday 2016 and the holiday sales? Are you going to let these pages die or just be deleted? What about all the effort and momentum you’ve built over the past few months for these pages? Is everything going to be lost?

The answer is no. It won’t be a mess, not with a sales SEO strategy. This year I saw an average 20% increase in organic traffic and a 40% increase in organic revenue year over year for Black Friday alone among my customers. This growth is not something you want to lose. So instead of turning off the SEO car until next year’s Black Friday preparations, just stop, put it in the park, and let the engine idle.

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SEO sales strategy

Sales SEO Strategy is an ecommerce SEO approach for site pages that depend solely on date or season, such as Black Friday or New Years. Its main purpose is to grow and sustain efforts. SEO and ranking signal from year to year without creating redirect chains and starting from scratch every year.

So what does it take to start this SEO strategy? A non-year specific landing page. This page can be a content page or a category page. Either way, this should be a level one page for all of your related sales pages. All current pages (if any) that are specific to a date should be redirected to this primary landing page.

For example, http://www.halfords.com/advice/cycling/brands/black-friday-2016 should be redirected 301 to http://www.halfords.com/advice/cycling/brands/black-friday.

Overview of the sales SEO strategy

Using this ecommerce SEO strategy, you will be working on your main page and subpages in a one year cycle. This cycle deals with the sale itself; its preparation, and the downtime between the closing and the announcement.

As a Marketer or anyone in the field of promotions, you will have a good understanding of what to do for the Announcements and Sales Promotions and Sales Dates stages of this cycle. These stages are where you would plan, prepare and promote discounts and sales, where you would monitor and track ROI.

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For example, let’s say you have an annual New Years sale on the first weekend of the year. You would start preparing for this sale in late October / November, start promoting it in December, and hold the sale January 6-8, 2017.

But let’s go back to the entire Black Friday cycle, because it’s one of the most important selling days of the year.

Sales announcements and promotions

When you hold some form of sale, whether it’s large like Black Friday or smaller like two days of free shipping, it needs to be promoted and announced to your audience and customers before the sale date (s). The bigger the sale, the earlier the ad should be. This year, ahead of the big Black Friday sales days, retailers have prepared by announcing their sales with ads and social media posts. Big companies like Dollar Tree, National Geographic, Lego and Amazon have published their vacation catalogs and run ads as early as September 2016.

Sale day

This is the selling day (s) that months of preparation and marketing have all led to. Sit back and enjoy it. But don’t be complacent. Keep an eye on your site and make sure nothing breaks so people can follow the entire sales process. Post a few things on social media and send an email or two.

This year, Black Friday was November 28e. Online retailers across North America and around the world have staged sales: week-long, weekend-only, day-only flash sales, or any combination. All with the aim of generating traffic and sales.

Closing of sales

Once the day / sales are over (depending on when the sale ends: Monday, Sunday, Friday, etc.), it’s time to review sales stats and year-over-year performance. Where possible, it’s also a good idea to examine your own performance against your industry benchmark and against overall government statistics.

For example:

Black Friday of 2016 saw that 55% of traffic came from mobile devices, accounting for 40% of sales, according to Adobe. Adobe’s projection for this Black Friday was an 11.4% increase in total sales compared to 2015 (roughly 3.05 billion in end-of-day sales). On Saturday, it was reported that online sales reached $ 3.34 billion with growth of 21.6% year-over-year.

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UK, John lewis (department store) saw electronics as the biggest draw with an 11% year-over-year increase in sales. Fashion was up 4.6% at John Lewis, and at Waitrose (supermarket) sales jumped 4.5% for beer, wine and spirits.

Landing page

If your landing page isn’t general, like the one at http://www.walmart.ca/en/black-friday/, now is the time to create a new one – one that can be used for the next year and all the years to come.

  • This page, like any other, should contain all of the standard SEO content elements: keywords, meta tags, on-page content, images with ALT tags, and unique URLs.
  • All historical pages for that sale should be redirected to the new page.
  • All old links on the site (or off-site links that you can edit) should point to the new page whenever possible.
  • This page must have an open social media graphic and Twitter card tags (since this page will be shared via social media).
  • The page should also have all the necessary technical SEO elements like canonicalization, rel = prev / next (if a pagination is used to list sales products on this page), etc.
  • This page should be the only “Black Friday” page listed in the sitemap, without any of the URLs from previous years.

Maintenance

With seven to eight months, until you start figuring out the details of the sale next year, there’s not much you can do, right? Don’t turn the car off just yet – there is more you can do to keep the page up to date, keep the search bots engaged and the ranking signals strong for the next year.

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Month 1

Close the sale that just ended and find out what your ROI is. Be sure to indicate that the sale is over and will be back next year, and add an email entry for “VIP Previews” for next year’s sale to create mailing lists.

Black Friday landing page exampleMonths 2 – 4

Use remarketing to turn your buyers into loyal customers.

Months 5 – 6

Edit the content of the page. Change images, add dates, optimize page content, etc.

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Month 7

Relax. You have nothing to do.

Month 8

Start building backlinks to this page.

Countdown, buzz creation and preparation

Now is the time of year when you start looking at what you will be doing for your sale. Will it be 40% off in-store sales or items like $ 500 on a 4K TV? Who is your target audience and how do you speak to them? Where are you going to promote your sale?

Months 9 – 10

Define your promotion internally, select your date (s) and add it to your page. Keep building backlinks to the page and let people land there know of the upcoming sale. It’s also a good place to collect emails for people who want a reminder or early sale alerts (if you haven’t already) so that you don’t lose sales for people coming to your store. pages / site before the sale.

Work on your backend to make sure your site can handle the extra traffic. You don’t want your site to go down because you have too many visitors or sales at one point. Examine your site’s performance, bandwidth and RAM as well as your error logs to make sure there are no (or few) errors. Also, don’t forget to test your site under power (for more on-site testing, visit the Blaze Meter blog at Why Performance Testing Matters – Looking Back on Past Black Friday Failures and Load testing lessons from Black Friday 2016).

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Months 10 – 11

Advertise and promote! AND recheck your site’s performance and retest.

Promote and keep your sale going.

Sales SEO Strategy Tips

When working on a sales SEO strategy, there are certain sales aids that are very beneficial for both traffic generations and sales conversions.

  • By using the current year and dates in the sale’s header, content, and promotions, you make sure customers know that sale is up to date.
  • Using banners that say “time is running out”, “two days only”, or with a countdown timer creates some urgency on your page or in your ads during sale and promotion day.
  • Create a “shopping” or “gift” guide. On big sales days like Black Friday, many people shop without knowing what they want. Providing a guide on your site and on YouTube can help your customer find what they want, wherever they are (online or just in your store).
  • On the day or days, a great last minute promotion that is often used is to give coupons to people who share your sales page or landing page with friends.

SEO sales strategy, like any SEO work, is long term. Although your sale only lasts a few moments, preparing for it relies on slow and constant efforts that are built up year after year. Stop being part of the industry bell curve and build to become an industry benchmark not only for Black Friday, but every other holiday as well.

Image credits

The selected image: justyre / pixabay.com
In-post Photo: Created by Bethny Card / December 2016
Screenshot by Bethny Card. Taken in December 2016