November is the season of holidays. For businesses, it is the busiest, and also the most profitable time of the year. The most common method to boost sales used is discount. However, this is not a war of price, it is the fight to get attention. The more customers know about your discounts/promotions, the higher chance that they will complete the orders at your store. If you’re new to SEO, you can start here.
Here we go through some tips that can help your website rank higher on Search Engine and win the customers’ attention.
Re-assess the current site performance
When it comes to Black Friday or Cyber Monday, the traffic of your website may increase precipitously that can easily unmanageable. Such a situation can also lead to the crashing of the site. You have to make sure that your visitors will not incur and ongoing issues that could prevent them from completing the orders. Slow loading time, broken links, or page errors can make your customers leave the page and purchase somewhere else. The following problems should be carefully examined:
- Slow speed
- Broken URLs
- Too many redirected URLs
- Lack of canonicals or incorrectly set up canonicals
- Duplicate content
- Lack of internal links
- Unsecured pages (no SSL certificate)
How to check?
There are many tools that can help you to track the performance of the website. We can name a few here:
The ultimate goal of using this tool is to analyze how fast your website is and provide suggestions to improve the performance of that page.
Make your website mobile-friendly
2020 is such an overwhelming year due to the pandemic. COVID-19 has taken over the world and completely changed the way how your consumers shop. The survey of PwC indicated that 63% of people are buying more groceries online/by phone than before the social distancing. As a matter of fact, if your website is mobile- responsive, Google will allow it to rank higher in search results.
To accommodate this trend, your website must have a responsive design. In other words, the web page will detect and identify a user’s device, and change the layout accordingly. In this way, your customers can have a unified shopping experience, which in turn benefit your omnichannel marketing strategies and boost sales.
Create a landing page for the Holiday season
Holiday-Centric Landing Pages will make all the difference. That landing page will help to bring your Black Friday/ Cyber Monday or Christmas promotion program in front of the customers with relevant keywords. For example, users will search for “Gift for Christmas” or “Cyber Monday deals”, and it is likely that your website will appear on the first page.
In order to optimize the page, it is necessary to add them to your site’s navigation and sitemap. By doing so, you can provide a sort of roadmap for web crawlers to identify and index your page quickly.
For example, Shein- a big e-commerce website has prepared in advance all the landing pages related to Black Friday, and Christmas with clear Call-to-action buttons to push sales for their stores.
Content is king
Your SEO Ranking will definitely be affected by the content on our website. Attractive, engaging content will delight your visitors and maximize the chance of them completing orders. An effective holiday- content must fit your brand. Being authentic is always the priority as that’s what the customers want. Don’t just put everything related to the Holiday season without justifying the compatibility with your brand’s identity.
And also, don’t forget to have clear and strong call-to-action buttons to encourage your visitors to stay longer and make purchases.
Some popular topics that can benefit both your website and your customers can include: the lists of popular gift ideas for families, how your online store can help in making the festivals more special, or using customers’ user-generated content such as customer feedback.
An SEO- focused content strategy will have:
- 3-5% of the content contains your keywords.
- Put the effort in the long-form festive content, such as blog posts.
- Avoid keyword stuffing, and spread them throughout the post.
- Utilize different forms of media, such as videos, GIFs in your blog to impress the customers.
Identify holiday- relevant keywords
Keywords- one of the most important factors that will decide the result of your SEO efforts. There are many tools that will allow you to tap into detailed trending topics around the holidays, as well as the level of competitiveness so that you can analyze and choose which one is the right for your website.
Take a look at these useful tools that can help you create a list of relevant Black Friday- and Cyber Monday, or Christmas-related keywords to target:
- Google Keyword Planner
- Google Trends
- Answer the public
- Moz Keyword Explorer
Google Trends may be the most popular tool when it comes to SEO keywords. It allows you to identify the popular keywords during certain times of the year, from which you can identify high-volume keywords during November and December, the season of Black Friday, Cyber Monday, and Christmas. Moreover, Google Trends allows you to see which regions target the keyword the most, and other product-specific information on what’s trending in apparel, electronics, beauty products, and any other items customers are furiously searching for and buying.
Tips for maximizing the keywords
The search volume and difficulty score. These metrics will assess the level of competitiveness to rank for a specific keyword. The higher the competition, the higher cost you have to pay. Therefore, you can target a niche segment that is suitable for your site. They can be:
- Low to moderate search volume
- Low to medium competition
- Long-tail keywords- which are highly specific and low in search volume.
Don’t forget your Google my Business page
Nothing is easier than using Google my Business to boost your visibility within the local community. With the following information available when people search for “business near me”, your website can get a higher rank on their search bar:
- Customer reviews
- Products and/or services offered
Especially for the Holiday season, the extended opening hours should be updated so that your customers will not miss your stores. Moreover, it is a great idea to corporate some images of holiday offers in the extended part. These changed will create positive results on your revenues.
Leverage Social Media
Don’t start your Holiday season marketing campaign without leveraging the benefits of Social Media. Such free-of-charge platforms can reap your SEO efforts, drive traffic to your Holiday landing page, and enlighten the visitors. Facebook, Instagram, Twitter of Tik Tok, these platforms are extremely handy to boost organic traffic. If your business relates to visually- presented products, then Instagram and Pinterest can play a crucial role to engage users and direct customers to your site.
In your Marketing campaign for Holiday seasons, Social Media platforms can be seen as an instant and handy tool to introduce your promotion. Meanwhile, the website will work as the final destination that drives the sales.
You can attract your potential customers through relevant hashtags of social media posts. More importantly, you must understand your target audiences on different platforms and craft the contents to answer their queries and address their concerns.
There’s no time like holiday seasons, where businesses must realize that this is the fight for attention, not the war of price discount. Therefore, the priority of business is to build a marketing strategy, including SEO efforts to bring your brand in front of the customers on the digital spaces. At the end of the day, the business must ensure that all of their tactics are leveraged and supported for the ultimate goals: rocket the revenues.
It is not too late to start. If you don’t know how, let’s ask our SEO experts.
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