Holiday SEO Planning
As we wrap up the third quarter, we all begin the contemplative period of fourth quarter. We’re about to start setting goals after evaluating this year’s performance. Most companies now have a website, from the big brands to the solopreneur, and there is always room for improvement.
To find out in advance what we all need to be doing to get our impending SEO planning together, we tapped the wisdom of Richard Chavez, Sr. Director of SEO at Piston Agency who offers, in his own words below, great advice for your own planning.
Chavez tells AGBeat, “Last holiday season was one of the best ever for many retail brands. This year’s expectations are even higher. What can be done to meet and exceed expectations for the coming holiday season?”
1. Learn from last year’s calendar
In 2013, Thanksgiving was a week later, with fewer days for retailers to capture sales and ship. This season will be similarly shortened — plan early.
2. Learn from last year’s numbers
By starting their Black Friday/Cyber Monday promotions in the beginning of Thanksgiving week, smart retailers optimized the season: desktop and mobile year-over-year sales jumped considerably and mobile usage went through the roof.
3. Optimize for mobile now
Ensure the best possible mobile experience and drive users directly to the page from SERPs vs. the mobile home page
4. Plan for promotions throughout the season
Prepare early for the 30% of consumers who began their shopping before Halloween.
5. Get creative with your promotional calendar
Consider free shipping promos, gift ideas, in-store specials.
6. Create holiday content now
Then, push it live now to ensure strong SEO rankings during the peak season.
7. Consider a “save-the-date” message
List URLs for holiday content in the XML site map to gain rankings and avoid customer service issues mid-promotion.
8. Get marketing channels working together
Analyze SEO/SEM/PLA data from last year and year-to-date. Plug ranking gaps in each and position them together by optimizing core messaging from TV, social media, videos, etc.
9. Optimize your past success
Analyze last year’s top products and keywords. Refresh and promote your best assets.
The takeaway
You can do this. With Chavez’s insight, you can take advantage of this season and prepare to get the most out of your website and gain a competitive advantage.
