AI Search
It’s bright and sunny, and the Fourth of July is right around the corner. The last thing on your mind right now is Christmas. But as a digital marketer, it should be. Holiday shopping — from Black Friday to last-minute Christmas and Hanukkah shopping — accounts for a massive chunk of many e-commerce websites’ yearly revenue.
If you haven’t started thinking about your holiday search engine optimization (SEO) strategy yet, don’t panic. We’ve prepared a roadmap that will set your holiday planning up for success, including timelines, checklists, and tips to keep you on track.
✔ The earlier you start your holiday SEO planning, the better.
✔ Use data to inform your strategy.
✔ Optimize for AI as well as traditional SEO.
✔ Audit your site’s technical SEO setup.
✔ Align efforts with other marketing channels.
Below is a general timeline to maximize your holiday SEO efforts. It’s important to remember, though, that every business is unique and your goals and KPIs may require you to adjust your strategy. For example, if you sell specialty or made-to-order products, you may need to start your holiday marketing earlier in order to gauge demand and manage production accordingly.
✔ Optimize existing pages. Update your top-performing pages with seasonal titles, meta descriptions, and holiday-specific keywords. Ensure that pages feature your latest items, highlight your products’ benefits, and include your brand differentiators (especially things that matter more during the holidays, like free or fast shipping).
✔ Create new content. This can include anything from blog posts to holiday gift guides to audience-specific landing pages like Gifts for Foodies, Gifts for Nature Lovers, etc.
✔ Target niche keyword phrases. You are more likely to rank for terms that are specific to your business than generic ones.
✔ Enhance your most popular holiday category and product pages with elements like customer reviews, FAQs, videos, and clear CTAs to increase relevance and conversion.
✔ Update your homepage to feature your new and updated holiday content.
✘ Don’t add the year to the URL of your holiday landing pages. Evergreen URLs help you build search engine authority over time.
✘ Don’t unpublish holiday pages after the season. By keeping these pages live throughout the year, you help maintain your search equity.
✘ Don’t rely on the same keywords as last year. Update your strategy to capitalize on trends and the changing SERP landscape.
✘ Don’t wait too long! Now is the time to start planning to make this year’s holiday shopping season your most successful yet.
Last-minute holiday shopping is unnecessarily stressful. The same can be said for holiday SEO. By starting your strategic planning in the summer, you’ll be in a great position to capitalize on peak online holiday searches come mid-November. With a comprehensive, data-backed plan and a detailed execution timeline, you can maximize your brand’s visibility, drive more traffic, and generate more revenue this holiday season.
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