It’s that time of the year again. The holiday season is here! Did you conform your website to it yet? The holidays may be the biggest sales month for most eCommerce and retail companies but getting your customers’ attention above all the promotional noise and web clutter around this time of year is a lot of work. Raising the bar with a resounding, authoritative voice may mean the difference between gaining a customer and pushing him to your competition.
To get your website ready for this holiday season:
1. Piggy Back on Your Competition
It’s a simple concept: If you want to surpass your competitors this holiday season, you first need to know what they are doing and what marketing strategies they are using. The first step is to get an idea of the keywords they are targeting. To do this, you can use a tool like Mozbar or SEMrush. The next step is to have a look at their backlinks. This can give you a pretty good idea of the sorts of where they are building a relationship, and if it would be worth it for you to do the same for your own website. Handy tools you can use for this purpose include Open Site Explorer and Mondovo’s Link Research Tool.
2. Conduct your own Keyword Research
You can use the list of keywords that you’ve gathered above as a “seed list” that will help you get started with your own KW research. This way, you’ll be able to target the keywords that they are targeting as well as fill the gaps in their keyword strategy.
The key is to not get seduced by high volume phrases. Target a good mix of short, medium and long tail keyword phrases. For long tail keywords, you can use the idea: Seasonal word + Your product + Your city area plus other variations of this phrase.
3. Begin Content Marketing
The holiday season is a surefire period of consumer spending but to capture the attention of people during one of the busiest times of the year, you need a strong content marketing strategy. The challenge is to strike a balance between producing content that your consumers will want to talk about and link to, and that also aids the sales funnel. You can kick start the process by creating an editorial calendar to push holiday-related content at the right times and in the right places.