by Monica Valentinelli
Whether you're running a one-man shop or a big company, if you have a web presence online you may want to start thinking about the Christmas shopping season. In this article, you'll read some ideas and tips that you can apply to your website's seasonal content for the holidays. Remember, earlier is better when it comes to the web, so don't wait until the last minute.
- Leverage Outside Data - To make the best decisions about what's appropriate for your brand, don't be afraid to dig deep into other people's data to find the answers to the questions you're looking for. There are a lot of free tools on the web, like Google Trends, that can help you identify new marketing opportunities that you might not have considered before. Sometimes, relying on your own data too heavily is a lot like the chicken-and-egg scenario. If you're asking questions that are only relevant to your existing metrics, then you run the risk of missing out on new opportunities because you're reinforcing what you already have to offer. While your core business is essential to your brand, don't be afraid to experiment by leveraging popular trends, keywords, or competitive research.
- Use a Blend of Keywords - Did you know that the keyword "Christmas" is more heavily searched for than "holiday" or "holidays?" If you think about it, this makes sense because the word "holiday" can refer to other annual celebrations like St. Valentine's Day, St. Patrick's Day, etc. Keep in mind, too, that Kwanzaa, Chanukah, New Year's Day and the Winter Solstice are just a few of the other holidays celebrated during this time of year, too.
While alternate holidays are not as popular as Christmas and may even be considered "long tail" in terms of searches, these keywords still bear some value for marketers and businesses. To get the most out of your SEO, your best bet would be to create a list of keywords that blend different search terms before you produce any content. Don't forget to use both the singular and plural version of the keywords you're using, too!
- Experiment with Seasonality - Do you feel that your business isn't a great match for Christmas shoppers? Consider adding a touch of seasonality into your marketing plan and then test the results. All you have to do is decide which of your existing products or services could be marketed as a good fit for the season. Then, craft a focused marketing campaign around that product or service by offering something of value for your clients and customers. While this effort shouldn't replace what you're already doing, it can be a great way to test your brand's relevancy to any season. If you haven't created a seasonal campaign before, I would recommend sticking to a simple message, one or two overall goals, and a few metrics to measure your results.
Create Permanent Landing Pages - If your business offers any holiday-related items or services, you might want to consider creating permanent landing pages that live on your website year-round. Having a landing page will help your SEO and your ability to build links in a number of ways. This is especially true if you have a company blog, social media channels or a company newsletter. To give you some ideas, keep in mind that a lot of searchers are looking for Christmas-related items by adding a second or third keyword to their search string. Examples of search phrases would be "Christmas cards" or "Christmas gifts."For those of you that are more experienced with landing pages, now would be a good time to ask yourself how your pages are converting by researching keywords and reviewing your metrics.- Refresh Your Logo or Website - When was the last time you updated your logo? Have you considered enhancing your website's theme with holiday-related colors or images? In today's environment, businesses that are relevant to their customers throughout the year find it easier to connect with their customers than those brands that aren't. Seasonal images with people in them are excellent ways to add a personal touch for your customers, too, because photos help humanize your brand. If your goal is to connect with your customers, you might want to consider "decorating" your website for the holidays.
If you need help with updating your website with some holiday graphics or have something else in mind for the winter holiday season, please don't hesitate to let us know!
