Marketers know the importance of improving their web presence, especially during the holiday season. Some last minute SEO tips can still be crucial for conquering the holiday season of the year.
SEO might not be at the top of your priority list when it comes to preparing for the holiday selling season. Keep in mind that no matter the size of your business, SEO is never a task that is fully complete. Instead, SEO requires periodic attention over time with calculated trial and error. Use this approaching holiday season as a reminder to revisit and re-optimize your search engine strategy.
Last Minute SEO Tips For Holiday Shopping Season
We all know how important it is to amp up your SEO specifically for the holiday season. But it’s not too late — you can still make a difference with some last-minute SEO tips. Which, when you think about it, is a lot like last-minute holiday shopping: sometimes, you can get really, really lucky.
Check out infographic from Conductor below for quick tips — they all take less than 5 minutes!
1. Create Holiday Themed Content for Website
Though most websites make cosmetic changes to their sites for the holidays, this tip is more about the written content on the site. During the holidays, people are searching for different kinds of information than at other times in the year. Writing SEO friendly content that provides that kind of information will lead to more traffic to the site.
2. Merry Meta Descriptions
Are you promoting a holiday sale or specific items on your site? If so, don’t forget to polish your meta descriptions so that searchers will recognize the keywords they’re looking for. Last-minute holiday shoppers will be attracted to descriptions that speak to them, so remember to mention seasonal search phrases to encourage them to click through to your site.
Including calls-to-action and/or value propositions into these meta descriptions will help ensure these searchers react favorably and click on your listings.
Be sure to make a list of the pages you revised so you can change the meta descriptions back after your New Year’s Day sale.
3. Add More SEO Friendly Images and Reviews
Images and reviews are another place where marketers can insert more holiday SEO terms into their site. While a brand should never write their own reviews, they should search the reviews they have on hand for any that say things like “best gift ever” or “the perfect gift for a grandmother”.
Not only will this increase the likelihood of the product page showing up in searches for those terms, it also helps when people search for the product and reviews show up in the results. It’s more than a little helpful if a gift shopper who’s wondering if an item is a good gift sees a review that says it’s the perfect gift.
For images, brand should include holiday themed imagery and include images with names that include words like “gift”, “holidays”, etc. The alt-text for images is used for search algorithms, so marketers can use it to their advantage. For example, an image with several golf products with a holiday-themed background can be titled “best holiday golf gifts for dad”. It’s just another way to legitimately get those keywords onto the website.
4. Detox your site.
You’re thinking: “Why would I pay or take the time to do a site audit if nothing has gone wrong since Penguin or Panda or this extremely large site change I recently implemented?” Two words: Murphy’s Law.
Whether or not your site’s running smoothly, it’s always wise to perform a site health audit before the holidays. This is your chance to fix any back-end technical problems but also tend to the little things: scan your site’s analytics and log files, fix your 404 errors and broken links, and make sure all live files are accounted for. After all, it’s the Internet, and the last thing the Internet wants to see is a broken link.
5. Analyze Where You Are & Watch those rankings.
Before you start changing title tags and purchasing Adwords, analyze the current state of your SEO. Without a quick check of your organic search performance, you can do more harm than good. Explore which pages are yielding the most views and longest time on page from Google Analytics. Cross-check these results with your top performing keywords. This will give you a good idea as to what you are already doing well.
There is no denying that the holiday season is the busiest time of year for both online and brick-and-mortar retailers. However, don’t use this as an excuse to let your SEO performance slip through the cracks. Set aside some time to revisit how your website is ranking on Google and if your mobile store is ready for the holiday rush. If your organic search results are not what you would hope, remember that the earlier you start making updates, the better.