‘Tis the season to be jolly, it’s also the season where marketers struggle the most to get their clients products on first page of Google, Yahoo & Bing. Whats so important in having a right approach to SEO during the Christmas holidays? Sales of-course. If your clients get sales, they are happy thus you are happy (not to mention well fed).
What is the trick for a successful Christmas SEO campaign though? In this article I will help you get the best out of your SEO strategy and tailor it towards the holiday season. You will learn what you should ask your client, and also what your client should do to get the benefit of high ranking during the Christmas holiday festivities.
Cracking on then, here is what YOU should know!
First things first. Commercially, Christmas is all about special offers, discounts & prizes. So with that in mind you should be armed and ready to tell your client that they should dig deep and come up with the best Christmas offer they can so that you can build a strategy around promoting that. Small or large it does not matter because whatever the magnitude you will tailor it to your clients specific audience and cater to their needs.
A tip here would be Vouchers… Everyone loves vouchers, easy to use & easy to acquire plus their darn easy to spend!
Building A Successful Strategy
To build a successful strategy you need 2 things.
- Your Budget.
- Your End Goal.
when you have your end goal its easy to build things around it. So you need to have the end goal of your client first. Do they need to raise Brand Awareness? Increase Sales? Get Holiday Conversions? whatever it may be, once you have their goal you can start preparing your strategy & inform them on what the budget you think will be appropriate should be.
To accomplish this you would need to get your client as much exposure as possible & as quickly as possible. This is by far the most expensive route, but also the easier to manage and accomplish. You can use anything and should use everything at your disposal to get your client’s brand name out there. That should include PPC, SEO, & Online Advertising.
Your PPC campaign should most definitely include AdWords, budgeted towards the clients goals & managed carefully to get the highest possible impressions. (If your client is only interested in getting their name out, a good bidding strategy might be CPM which is cost per thousand impressions.)
The SEO Campaign should include on page optimisation to match holiday offerings or special offers for your client so make sure you have a good content strategy around Christmas & of course tailor your page title and meta data to match that content.
The Online Strategy should be to get as much exposure on social media such as Facebook, Twitter etc. I would suggest you have individual strategies for each platform (remember that people react and interact differently on Facebook than they do on Twitter.) Tip: Be more visual on Facebook with nice images/banners/videos and be more “catchy” on Twitter with catchy phrases / hash-tags /tweets.
To increase sales you must first have a clear understanding of what your client wants to sell during the time period given and then you can best decide how to push that & market it in a way that visitors will turn into buyers when landing on your clients page. You will first need a couple of things here.
Are analytics set up properly and are they tracking all the pages on the site.
Is the page verified with the Webmaster tools accounts of all the major search engines (Google, Yahoo, Bing)
Once you have these you will be able to see and filter the visitors behavior so you can make educated improvements on the site to facilitate the selling process. I would recommend improving the visibility of the most visited products / pages and making a more holiday theme to the site. You would be surprised how the simplest of changes can accommodate your needs.
This will by far be the hardest to accomplish but with the right steps can be somewhat easier. To maximize holiday conversions you will need all of the above combined, but more targeted. For example you will need to run PPC but you may want to run a Facebook PPC campaign instead of an AdWords campaign for the reason being that Facebook campaigns can be very targeted and fast running. With the right banner and imagery you can also run some ads in preparation of the holiday using the Google Display Network! Whatever you choose the tip I would give here is to properly monitor & manage all of the campaigns because with conversions as your goal you will need to look at statistics and monitor the campaigns closely so you can make changes at a moments notice.
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