I know, I know, it's just wrong. I firmly believe I shouldn't have to see any Christmas decorations until Thanksgiving, but we all know that Christmas products will be sitting next to Halloween (and even Back-to-School) products this year. In fact, 33% of adults claim they are already shopping for gifts. In his latest "Small is Beautiful" column at Search Engine Land, Matt McGee points out the need to start planning your holiday shopping search campaign is right now.
Matt offers up suggestions like:
Do your keyword research. Are there any holiday-related keywords you should optimize for? Paid users of Keyword Discovery can see historical trends going back one year, which may help identify changes in searcher behavior during the holidays. Google Trends, which is free, can provide similar data, but without exact numbers.
Take care of your on-site SEO. If you're looking for a quick checklist or two, try this list of 21 things to do and this list of 20 things to avoid. Do this step quickly, since any on-page efforts you make now may not reap benefits for a couple months.
Update your content with holiday shoppers in mind. As the holidays approach, your generic home page text can be replaced with more specific material for shoppers. But be sure to still use keyword-rich copy that search engine spiders like.
I'd add the suggestion of getting into Trellian's Keyword Discovery tool and checking to see when search activity begins to spike for your products. (I wrote about how to dig this data out of Keyword Discovery in an article earlier this year.)
What makes Keyword Discovery such an interesting tool is the ability to create charts that examine keyword trending and market share by search engine.
In the chart to the right, you'll find the trending data for the search term "wedding flower arrangements." As expected, you can see a sharp increase in interest in the late spring and early summer as brides planning May/June weddings finalize their plans. It's not hard to see how this type of data could help companies make decisions about when to launch new product lines, when to ramp up paid search spending and when to launch new organic content in order to get into organic search results prior to the uptick in search interest.
Copyright © 1998 - 2013 K. Clough, Inc. All Rights Reserved. Privacy