It’s almost that time of the year again when everyone can’t decide whether they should get excited or feel pressured as they see tinsels starting to appear (this early!) in every store. Yet, we are not surprised, for retail has always been like this – way more prepared than everybody else.
Perhaps we should follow suit and see how a little early preparation can get us ahead in the game. Here are a few search marketing tips we should take note of:
- Have landing pages at a ready and just keep them all year-round. Some brands make crucial mistakes here and have their landing pages removed while still listed in Google. The result of course, is an error! Have a year round landing page that you can enable so you can gain authority in Google. You can always just hide this page when it is not relevant.
- Drive your November searchers to your physical location. Needless to say, you need to keep your Google places up-to-date all the time. Make sure that your operational hours are also updated in line with the holiday season. You can also optimize your account by using relevant keywords. You may want to look into getting mobile-optimized store-specific pages.
- Structure your categories and keep them as user-friendly as possible. You don’t want consumers getting confused and not finding what they are looking for in the first place. Put yourself in the shoes of your clients and ask yourself if you can navigate the website easily. Too much fluff and you might drive the user elsewhere. Note that half of the searched keywords that made it to the top are gender keywords, like ‘women’s’. You can take advantage of these gendered searches and split your content between different pages.
- Adjust your meta data and do provide some promotional offers like holiday discounts and other specials. These offers can easily encourage users to just click through. You must be careful though, as adjusting your meta data way too often also means you are risking your ranking positions in Google, and if you already ranked high, you definitely don’t want to lose that. What we suggest is using a call-to-action that lasts year-round, but look into it especially for holiday specific landing pages.
- Keep engaging away from ‘search’. Once potential clients find you through searching, you don’t want to relax and just rely on their good memory and intention to look for you again next time. Getting their info allows you to find out who has and hasn’t made any purchases yet.