Revamping SEO Tactics: The Early Bird’s Guide to Profitable Holiday Sales
As the calendar flips pages toward the approaching holiday season, anticipation starts building up among businesses for peak shopping seasons like Black Friday and Boxing Day. These key events have established their significance in enterprises’ revenue books, particularly in the era of e-commerce. Digital marketers and SEO professionals realize the strong potential of this period and start gearing their SEO campaigns well in advance to make the most of it.
Amidst this hustle bustle, understanding ‘indexing’ and its importance becomes a crucial step. Indexing is when Google adds a web page to its vast library, effectively placing it in the queue for possible ranking. It’s a common misconception that Google indexes web pages as soon they’re live. This can take up to eight long weeks, hence the importance of foresight and planning. But don’t mistake indexing for top-ranking – it just opens the door to that possibility.
In an attempt to stay relevant and on-trend, many businesses tend to create new pages annually for seasonal sales, which turns out to be unfavorable for their SEO efforts. Each time a new page is put up, the clock starts over on Google’s indexing process. The solution? Evergreen pages. Products may ebb and flow, but your page’s URL must remain a constant, redirecting historical traffic to these pages can save the time spent on reindexing and reclaiming lost SEO value from previous years.
Even with evergreen pages in place, businesses may need to expedite Google’s indexing process. Setting up internal links to seasonal pages before the season starts is one effective method. Additionally, submitting new or updated pages directly to Google can further speed up the process, helping algorithms discover them sooner.
Just like we have to maintain our gains after achieving them, the same goes for indexing. To avoid triggering soft 404— Google’s way of saying that it expected a page to exist but didn’t find it, it’s pivotal to keep those seasonal pages indexed and alive even when the sale season concludes. Simple steps like updating metadata immediately after sales wrap up or composing a placeholder message that redirects customers to currently available deals can be helpful.
Intuitively, it might feel like preparing the fourth quarter’s campaign in the first quarter is stacking the odds in your favor. However, while jumping into preparations in the third quarter might feel like a sprint towards the finish line, fret not – with a systematic approach, it is surprisingly manageable.
Evidently, early and strategic preparations for the holiday season hold the key to unlock potential SEO gains. A holistic SEO strategy should be in place– one that values the importance of unique and useful content. It’s essential to remember that a phenomenal user experience plays a significant role in climbing up the SEO ladder, and that content is king – always.
In the end, it is the marriage of early preparations and adaptive SEO campaigns that will help businesses make the most of the holiday seasons. Enhanced online visibility, leading ultimately to increased conversion rates on events like Black Friday and Boxing Day, is a reality that becomes achievable with the right approach towards SEO.
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